Eric Krucke Shares Why “What You Think Doesn’t Matter” in Business Valuation with Inc.

July 11, 2025 – Eric Krucke, Director in Aprio’s CFO Advisory practice, was featured in Inc. Masters with an article titled “What You Think Doesn’t Matter.” Drawing on his experience advising business owners, Eric explains why the true value of a business is defined by a willing buyer, not the owner’s perspective. He stresses the importance of gaining an early market view through a trusted investment banker, who can provide critical insights into what drives value and risk.

Eric encourages business leaders to develop long-term relationships with investment bankers, highlighting that these advisors can help position a company for growth even if a sale isn’t imminent. This proactive approach enables owners to build stronger, more valuable businesses with reduced risk over time.

Read the full article on Inc.