Every business owner has a number in their head. A figure that represents what they believe their business is worth — what they’ve put into it, what they’ve built, what it means to them. And almost every time, that number is wrong. Not because the business isn’t valuable. It is. But because the way owners calculate value is fundamentally different from how buyers calculate it, and buyers are the ones writing the check. If you’re asking “what is my business worth,” the answer