Goodwill is the only asset that competition cannot undersell or destroy
आ नो भद्राः क्रतवो यन्तु विश्वतः । Source - Rigveda 1.89.1 Meaning:- Let noble thoughts come to me from all directions. Rarely people are not recognised for their beauty, looks, wealth or position, but they fix their position in our hearts for much longer because of their behaviour, calmness, way of talking, helping nature and most important one is how well have they treated us. This quote highlights the esteem and significance of goodwill in any competitive environment. Goodwill refers to the positive reputation, trust, and positive bonds fabricated by a business or individual with his family, friends, customers, clients, and stakeholders. Unlike physical assets or price-based competition, goodwill cannot be easily quantified, replicated, or undermined by competitors. Goodwill exhibits the intangible but invaluable asset that one can cultivate through factors such as excellent service, ethical practices, and a strong sense of community. Goodwill strengthens a one's resilience, c...