GOODWILL

It is better to sacrifice temporary profits, in order to retain permanent goodwill, than to retain such profits and to lose that goodwill. This admonition applies in business and in non-business life equally as well. Goodwill is deemed to be a revenue producing asset, a form of capital, which, if lost, dooms any enterprise of any kind. This is why "Honest" Abraham Lincoln sagely observed that: "A lawyer's time and reputation is his stock in trade."

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