Much like beauty, the value one places on anything is based on their perspective and not some universal metric. In business it is the intersection between what they value about your product and what you value providing that the true worth of a company is found. The greater your worth, the more people will be willing to pay you for what you do best. Therefore, continuing to expand that intersection is the key to building a sustainably profitable business. So how do you do that? Well, the first step is to discover what people value. You can use secondary research, customer surveys, focus groups, social listening tools. Or you could just make it a habit to talk to your customers as much as possible to get their honest feedback. Once you know what they care about, you can look inside and identify the areas you focus most on your business. Where are you spending the most time and resources? What are you intent on optimizing? After you determine that, ask yourself how much are those areas overlapping? Are you spending the most time on delivering what your customers actually care about? Expand that intersection and you’ll consistently grow your worth.