In a business appraisal, the numbers will always matter — but how they're communicated can have just as much impact on value. Charlie Stanton, CFA and founder of Stanton Valuation Advisors, believes every valuation tells a story. Drawing from his work in estate planning, litigation, and succession, he explains how storytelling can transform the way a business's worth is understood. This episode explores the eight elements every appraisal story should include, why owning your narrative builds buyer trust, and how a clear, consistent story can make your business more saleable. In this episode, you will: Learn how to communicate risks without hurting your valuation Understand the impact of transfer restrictions and illiquidity on appraisal outcomes Understand why regulatory appraisals differ from deal-market valuations Highlights: (00:00) Meet Charlie Stanton (03:01) Why every valuation is really a story (09:31) Building trust with a transparent narrative (14:52) Valuation for different purposes (17:14) Fair market value vs. market value explained (21:00) Understanding control and marketability discounts (27:44) The difference between appraisers and deal advisors (33:22) Advice for owners who want to increase business value Resources: For past guests, please visit https://www.defendersofbusinessvalue.com/ Follow Charlie: Connect on LinkedIn: https://www.linkedin.com/in/charles-stanton-cfa-b8172591/ Email: [email protected] Learn more about Stanton Valuation Advisors: https://stantonvalue.com/ Follow Ed: Connect on LinkedIn: https://www.linkedin.com/in/edmysogland/ Instagram: https://www.instagram.com/defendersofbusinessvalue/ Facebook: https://www.facebook.com/bvdefenders