Goodwill - like/endorse anyone

Goodwill allows you to like/endorse anyone in your phonebook, tag them with qualities 

Doing so, is like writing in a public ledger that you know the person (say 'Jim') and like them for A, B, C!

Anyone who has the Goodwill app (and has Jim's contact) can see what other folks have appreciated Jim for

Jim doesn't build their profile; people who know Jim do!

Importantly, Jim doesn't have to be a signed-up user of Goodwill to have a profile - as soon as someone likes him, the profile starts getting made - his 'unique identity' on Goodwill is his phone number

And Jim's profile is a summarization of the best things about him

At the center of Jim's profile is a Goodwill indicator that gives an overall sense of how much goodwill Jim has among people who know him well!