The objective of this chapter is to develop a qualitative new approach to assessing business and company value. For this purpose, two of the three income approach methods, CAPM and WACC, are modified. When modifying CAPM, a new model, CAPM 2.0, was created, within which business and financial risks were simultaneously taken into account. Moreover, for the first time, this was performed correctly and the inaccuracy, incorrectness, and inconsistency of the popular Hamada model were shown. The developed approach corrects some of the shortcomings of the income approach. The new methodology significantly improves the accuracy of the assessment. The closeness of the results of the new methodology to the actual market value of Amazon company (AMZN) shows the importance and validity of this methodology, which should be used to evaluate the business and the value of the company.