As an agency management consultant, I frequently ask agency owners what goals they’ve set for their businesses. Without exception, the first — and often only — goal they cite is more revenue. Unfortunately, revenue is a vanity metric. Bringing in more money might make you feel good, but it doesn’t always indicate meaningful growth. If you’re only monitoring and measuring revenue, you’re doing yourself a disservice.

In this piece I recently contributed to I discuss how setting other growth goals is the key to moving forward and determining success.