How to Determine the Discount Rate for a Company's Intrinsic Value?

What method do you guys use to determine the discount rate for a company's intrinsic value calculation? That's a really good question, because there's a lot of different opinions on this. So i can give you my opinion, and i'll also give you the what traditional finance a institutions will do, and what you would learn if you went to university. What i do personally is, a, i set the discount rate at the target return that i personally want to make. A and, ah, that makes sense, because the cash floe that i'm putting into the discounted cash floe are reflective of how much cash is being returned to us as shareholders.