I'm always interested when the annual Forbes magazine list of America's richest citizens comes out. And not because I think I might be on it - I'm pretty sure that's not going to happen. But I do like to see how many first-generation entrepreneurs do make the list each year.

I have been on a few lists in my time. I remember when I was trying to graduate from high school, I was on the list that said I wouldn't graduate if I didn't pay my fines for lost books, broken lockers and snack bar charges.

Later, as the owner of a recruiting franchise in Denver, I was number 300 out of 300 franchises nationally. That was the first public list I was on, and it motivated me to move up. My constant push for improvement resulted in a united effort among our employees to become better. And it worked.

When I sold my franchise eight years later we were number seven - which isn't as good as being number one, but it's a heck of a lot better than being number 300.

After that I began looking for lists to get on. I don't mean the "social register" list or the "who's who" type. I mean lists that ranked my business in comparison with my competitors. I discovered a published list of the top 100 home care companies in the nation based on annual revenues. I was determined to make that list. After 24 months of hard, determined and focused effort, Barclays Oxygen Homecare made it. We had to open a total of eight offices in six states to finally be ranked in the top 100, but for me it was worth the effort.

Lists have not only been motivational but have also been one of the rewards of owning my own business. They represent a more tangible measurement than just making the money that is sure to follow entrepreneurial success. Lists have become a scorecard for me. Framed lists adorn my office and bring back the thrill of accomplishment years after attainment.

There have also been other tangible rewards that have come with the national exposure. I remember first hearing about Inc. magazine's list of the 500 fastest-growing privately held companies in the U.S. I carefully reviewed the criteria for getting on the list with my CPA two years before our firm was eligible. The exercise taught me what I would have to change in our small but rapidly growing company for it to make the Inc. list.

In 1992, Barclays Oxygen Homecare made the list. It was one of the proudest days in my entrepreneurial life.

Making such lists is more than just an ego boost. It can have direct impact on company morale and value. As a direct result of making Inc.'s list, I received a phone call from an even faster growing company. He asked if I would be interested in selling Barclays. While some entrepreneurs might not have been interested in selling their "baby," I was interested because of another list my wife and I had made some 14 years earlier. That list was our lifetime goals. The offer was several times the amount we planned to have in the bank when we retired.

Although the sale wasn't enough to get us on the Forbes list, it did allow us to move to Provo and volunteer at Brigham Young University, where I found yet another list to get on. Success magazine ranks university entrepreneurial programs, and for several years BYU was noticeably missing.

But that has changed. Lately BYU has consistently been ranked among the top 25 entrepreneurial centers in the nation. For me, it was just another list to be conquered.

I would advise entrepreneurs to use lists to motivate yourself and your employees. You may not make the Forbes or Inc. lists, but the MountainWest Venture Group's list of the 100 fastest growing Utah-based companies is surely a worthy and attainable goal.