That word "goodwill" shows up repeatedly in Rotary. It's in our Four-Way Test, and we speak often of "world understanding and goodwill." With the word frequently in our conversation, we accept its implicit meaning with perhaps only a generalized impression that it's a good thing. But let's examine its full meaning.

     Goodwill is most often defined as an intangible asset in business, an accounting term representing the value of a business over and above its net asset value. It's what provides a business with a strong competitive advantage, such as a recognized brand name or a positive reputation.

     Goodwill in other applications addresses a broader intangible asset. Definitions include "the feeling of liking for another person," "an attitude of kindness or friendliness," "a disposition to compassion and benevolence," "cooperative feelings or attitude," and "the friendly hope that something will succeed."

     Goodwill as Rotarians use the term, is all of these things. This is particularly true in a world context, with multiple cultures, races, languages, religions, and traditions involved. Few among us could honestly claim to fully understand another society, but "goodwill" opens our minds to that understanding.

     Rotary, by its very structure, encourages and facilitates international goodwill. We send and receive international scholars and Group Study Exchange teams. We read The Rotarian magazine, loaded with information from around the world. Our District Governor pays at least an annual visit to each club, interpreting RI programs and goals. And many of our members travel abroad.

     Rotarian goodwill starts with an open mind, a genuine interest in knowing about other people and their ways. While it is tempting to think of "our way" as the "right way," we may come to recognize that "their way" is no less right, and for their environment may be preferable.

     As we travel abroad or otherwise interact with people from another society, we may be tempted to make prejudiced comparisons. (By the way, the word "prejudice" means "to pre-judge," or to make up our minds based on incomplete information or understanding.) Rotarian goodwill conditions us to look beyond our prejudices. As Rotarians interact with other societies, other cultures, we can extend goodwill by considering the "Ten Commandments" of travel:

1. Cultivate a genuine desire to learn more about the people of another society.
2. Try listening, not just hearing; observing, not just seeing.
3. Develop the habit of asking more than telling.
4. Recognize that different societies have different values, mannerisms, customs, and time concepts.
5. Avoid being critical of those who don't speak your language.
6. Instead of concentrating on that vacation paradise, discover the enrichment of understanding the everyday life of another society.
7. Use your camera, but not to invade the privacy of others.
8. Remember that the "bargain" you purchase may be the result of poverty-level wages.
9. Do not make promises to people you meet unless you can carry them through.
10. Spend some time each day reflecting on that day's experiences, in an attempt to extend understanding and goodwill.