At times, it would seem that "goodwill" is synonymous with "challenging valuation for marital dissolution." In dividing an estate, recognizing, analyzing, and apportioning both entity and personal goodwill can foil the most experienced appraiser and render the most nuanced valuation inadmissible. The second installment of the Advanced Webinar Series on Business Valuation in Divorce features series curator Jim Alerding on all things related to personal and entity goodwill. From identification and analysis to considerations of how exogenous factors can affect goodwill, the most common intangible asset, Alerding will cover what every appraiser needs to know.