Lesson 8: Numbers Tell a Story, Listen Closely
TEN Years, 10 Lessons: What We Wish We Knew When We Started
In October 2025, Eleven Eleven Talent will turn 10. To celebrate, we’re sharing 10 lessons, one each month about what we’ve learned in a decade of building a business. From community-building to resilience, from hiring to firing, these are the insights we wish we knew when we started.
Whether you’re an entrepreneur, a recruiter, or navigating your own career path, we hope these lessons support you in building something meaningful and lasting.
How tracking the right metrics gave us clarity, confidence, and better decisions, even in uncertain times.
In our early years, we measured success by how busy we felt and how many clients we signed. On the surface, it looked like growth. But when we dug deeper into the numbers, the truth was different.
I (Alisha) remember sitting in a client review meeting. We were celebrating a huge year when someone asked: “So what’s your profit margin?” I froze. I looked at Tess and realized she didn’t know either 🤣. I knew our revenue. I knew our client list. But margin? Pipeline conversion? Client concentration? Those numbers weren’t at my fingertips.
And in that moment, I realized: if I can’t answer these questions confidently, I don’t fully know my business.
That was a turning point. We started tracking not just revenue, but the story behind it, and it gave us the clarity we needed to make smarter, stronger decisions.
Takeaways for Any Business Owner
📌 Know the difference between revenue and profit. One means you’re busy. The other means you’re sustainable.
📌 Track client concentration. If one client represents too much of your income, you’re at risk.
📌 Watch cash flow. It doesn’t matter what’s invoiced, what matters is what’s in the bank.
📌 Measure what drives growth. Don’t just look backward at results, look forward at your pipeline, proposals, and activity.
📌 Numbers give you confidence. When you know them, you lead differently. You make bolder, smarter calls.
The numbers won’t always say what you want them to. But they’ll always tell you the truth. And when you listen, they’ll help you lead with clarity, courage, and confidence.
❤️ Alisha + Tess
Next up: Lesson 9 – Celebrate the Wins, Big or Small
Because taking time to pause and acknowledge progress is what keeps you going in the long run.
