You might have seen the post. The screenshot. The celebration.
"Just hit $127,000 this month—$89K profit! Dreams do come true! 🎉"
For some, these posts trigger a familiar feeling. For others, they're just noise.
Here's what I've learned about those numbers: They often tell only part of the story.
Unpacking the Numbers
When I see these profit announcements, I've trained myself to ask certain questions:
- Founder compensation? Often that "profit" exists because the owner didn't pay themselves
- Tax obligations? A 30% reduction waits in the wings, frequently uncounted
- Marketing investment? Sometimes $45K in ad spend hides in "cost of goods sold"
- Repeatability? Launch months spike; sustainable months tell the real story
The actual owner benefit? Sometimes it's $12K. Sometimes less. Sometimes nothing after a proper accounting.
Twelve thousand doesn't trend on social media. Eighty-nine thousand does.
Different Games, Different Scorecards
In my experience, builders focus on different metrics than performers:
Performance Metrics might include:
- Revenue totals (impressive but incomplete)
- Monthly peaks (exciting but often unsustainable)
- Gross figures (before the real costs)
- Screenshot-worthy moments
Builder Metrics often emphasize:
- Margin percentage (what remains after all costs)
- Quarterly patterns (sustainable growth indicators)
- Owner earnings (actual personal benefit)
- Boring consistency
A Note About Revenue Streams
Something I've observed: Different income types carry different risks.
When someone celebrates a massive month but most revenue comes from affiliate commissions, that's a particular business model. One worth understanding fully. Commission structures change. Partnerships end. Platform policies shift.
There's a stability difference between owned products and commissioned sales.
Finding Your Own Scorecard
If these screenshots affect you, consider this perspective:
What if an $8K month with 70% margin and full control builds more lasting wealth than a $127K month with thin margins and external dependencies?
What if the quiet, sustainable path leads somewhere the screenshot path cannot?
Building on Solid Ground
In my own business journey, I've chosen to optimize for:
- Intentional margin - designing profitability in, not hoping for leftovers
- Fair founder compensation - because unpaid founders aren't truly profitable
- Predictable revenue - systems that work without constant heroics
- Clear understanding - knowing why each dollar flows
These aren't exciting metrics. They don't screenshot well. But they sleep well.
A Different Question
Next time one of those profit posts crosses your path, you might ask: "What's the complete picture?"
Sometimes the full story reveals that a smaller operation with real margins builds something more valuable than a larger one with screenshot profits.
The choice of which game to play—and which scorecard to use—remains yours.
