Why success isn’t just about revenue (and what to measure instead)

I’m Rachel Dunford, an award-winning Impact Specialist. I help organisations, charities and small businesses to understand and measure the difference they make - not just in numbers, but in real, human terms.

Because here’s something I’ve learned from over a decade of doing this work: revenue doesn’t tell the whole story of success.

It’s an easy metric to reach for - it’s tangible, trackable, and universally recognised. But it’s only one part of a much bigger picture.

The problem with measuring success by revenue alone

We’ve been conditioned to believe that business success is measured in financial milestones: hitting your first £10k month, making six figures, doubling your turnover.

And of course, financial success matters. It allows your business to exist, grow and thrive.

But it’s also possible to have all of those numbers and still feel unsure if what you’re doing is really working.

Because turnover tells you what came in. Impact tells you what difference you made.

What the numbers don’t tell you

Every single business, regardless of its size or sector, has an impact. We all influence the people and organisations we work with -  for better or for worse.

That impact might be about solving a problem, breaking down a barrier, or giving someone the confidence to take the next step.

It could be about creating opportunities, empowering your clients, or helping them see what’s possible.

And that effect matters - because when you understand your impact, you understand your value.

When businesses don’t take the time to capture this, they end up relying on assumptions: “I think my clients are happy,” “I think that went well,” “I think it’s working.”

Impact measurement removes the guesswork. It gives you the evidence to show what’s actually changing for your clients and where your work is creating the greatest difference.

What to measure instead

When I talk about measuring impact, I don’t mean just counting numbers. It’s not about how many clients you’ve served or how many projects you’ve completed - it’s about what’s happened because of your work.

Here are a few examples of the kinds of things I help my clients measure:

1. Confidence and capability
Have your clients developed new skills or confidence through your work? Do they feel more equipped to take the next step?

2. Behavioural change
Has your support led to a shift in how people think, act, or work?

3. Knowledge and understanding
Have you increased awareness, understanding or clarity on a topic?

4. Emotional impact
Did your work make your clients feel empowered, supported or valued?

5. Problem-solving and ease
Has something become simpler, smoother or less stressful as a result of what you delivered?

These aren’t vague or “soft” outcomes - they’re tangible, measurable indicators of the real difference you’re making.

And once you know what’s working, you can do more of it. You can refine, strengthen and grow with purpose.

Why measuring your impact in business matters

When you understand your impact, everything else in your business starts to align.

You can:

★ Sharpen your messaging - because you can confidently describe what you do and how it helps.
★ Improve your offers - because you know what’s creating the most value.
★ Build stronger relationships - because you understand what your clients actually need.
★ Feel more confident - because you can see the difference your work is making.

That’s what sustainable business growth really looks like.

The irony is that when you stop focusing solely on revenue and start measuring your impact, the financial success often follows naturally. Because your decisions, your messaging, and your strategy are all built on evidence rather than assumption.

Redefining what success really means

So what if, instead of asking “how much did I make?”you asked : “what difference did I make?”

Imagine if you tracked:

 ★ The number of clients who said your work helped them feel more confident.
★ The new opportunities your service created for someone.
★ The ways your work changed how people think or behave.

Those are success metrics too. They might not fit neatly in a spreadsheet, but they’re the reason your business exists in the first place.

When you focus on these things - the changes, outcomes and ripple effects - you create a business that feels fulfilling, purposeful and resilient.

Success built on impact lasts longer - because it’s grounded in truth, not comparison.

When you focus on the difference you’re making, not just the money you’re making, everything else starts to align.

Your messaging becomes clearer. Your decisions feel easier. Your business feels more sustainable.

That’s what happens when you measure what really matters - the change, the confidence, the transformation your clients experience.

From reflection to action

If you’ve been wondering what your own measures of success should look like - beyond the usual revenue targets - that’s exactly what my flagship service: the Rapid Impact Review helps you uncover.

It gives you a clear picture of what success really looks like for you and your clients, through the words and experiences of the people who’ve worked with you.

You’ll walk away with clarity on where your work is making the biggest difference, what to focus on next, and how to talk about your impact with confidence and credibility.

Get in touch today to start a conversation about uncovering your real impact is.