“I’m just not a numbers person.”

I get it—as creatives, we’re drawn to the art, the vision, the magic of what we do. We didn’t start our businesses to spend time buried in spreadsheets. 

But here’s something that may surprise you and is actually a core pillar of the way I coach creative business owners and even run my own business: knowing your numbers doesn’t kill your creativity. It actually frees it up.

When you understand a few key metrics, you remove the guesswork from your business decisions. You stop pulling prices out of thin air. You know exactly when you can afford to hire help. You make decisions faster, easier, and more strategically. 

And honestly? 

It gives you the confidence and clarity to pursue your vision without constantly wondering if you’re making the right choices.

Why KPIs Matter More Than You Think

First, let’s talk about what KPIs are. KPI stands for “Key Performance Indicator.” Basically, the most important numbers that tell you how your business is really doing. Think of them as your business’s vital signs.

And right now, those vital signs matter more than ever. 

Let’s be real about what’s happening in creative businesses right now. Between economic uncertainty, AI disruption, and the general chaos of running a small business, a lot of creative entrepreneurs are making decisions based on fear, gut feelings, or whatever everyone else seems to be doing.

But here’s what I’ve learned after 17+ years of working with creative business owners: it’s not magic, it’s math.

Your business is a series of interconnected elements. 

• A decision you make about pricing affects whether and when you can hire. 
• A decision about hiring affects your capacity and pricing. 
• The materials you buy or software you invest in affects your costs, which needs to trickle down to your pricing, which again affects your ability to hire.

I call these your “levers.” These levers can all be adjusted within a range, and the goal is to adjust them in relation to each other so you build a business that supports you and your dreams, not one that runs you dry.

COO Tip: In other contexts, I refer to levers as “capacity levers” when we’re focusing on business planning, but here we’re looking at them as key metrics to track.

The 4 Non-Negotiable Numbers Every Creative Entrepreneur Must Know

You don’t need to become an accountant overnight (or ever!). But there are four numbers that every creative business owner should know confidently:

1. Your Revenue (Total Sales)

This is simply how much money has flowed into your business this year. Not after expenses. Just the total dollars you’ve sold.

Where to find it: Your sales platforms (Stripe, Square, HoneyBook, Dubsado), accounting software (QuickBooks, Wave, Xero), or your accountant can provide this. It should also be on your P&L (profit and loss) statement.

This is usually the number most people already know because it’s exciting. 

“I just made a $10,000 sale!” or “I brought home $1,200 from the craft market this weekend.” You want to know this for the year, but really, you just want to always have a pulse on your revenue.

2. Your Profit

This requires a little more work: Profit is your total sales minus the cost it takes to run your business and deliver your products or services.

Where to find it: Your accountant can absolutely help with this (and yes, you should have an accountant, even if you only work with them once a year at tax time). Your P&L will show this. You can also track it throughout the year in a simple spreadsheet… it doesn’t have to be rocket science.

3. What You’re Paying Yourself

Always pay yourself. Always. And be consistent about what you pay yourself.

I literally just had someone say to me this week: “I don’t know, I pay myself whatever’s left at the end of the year.” She’s been in business for over a decade. That is not a way to run a sustainable business.

You need to know what you’re paying yourself because it’s a rate you should have set (or should set going forward if you haven’t yet). You need to know what money needs to be available in your business account, and you need to know what it takes to run your personal life outside of your business.

4. Your Pricing

You should be crystal clear on the price for each and every product or service that your business offers. (And you should know exactly what that price includes and does NOT include!)

This should be proper pricing that accounts for what it takes to deliver each product and service, so you know you’re making a profit on each sale.

Set these prices intentionally and know them well. Be consistent in selling your products and services at these rates. Obviously, there will be times you offer discounts or negotiate, but you should have a set rate that’s at least a jumping-off point for every sale.

COO Tip: If pricing feels overwhelming or confusing, I’ve created two step-by-step pricing calculators for both product and service businesses that take the guesswork out of setting profitable prices. They are currently available within my pricing mini-course. Get the pricing mini-course here to stop pulling numbers out of thin air and start pricing with confidence.

Other KPIs That Can Transform Your Business

Depending on your business model and goals, these additional metrics can be incredibly helpful for making strategic decisions. 

If you’re not a “numbers person” or some of these feel overwhelming, don’t worry – start with the four key metrics we covered above and focus there first. But if you’re ready to dive deeper, here are some metrics worth considering:

• Total number of clients/customers (this year and currently active)
• Total number of orders you’ve sold this year
• Time it takes to fulfill an order or project (both hours and calendar days)
• Number of orders/projects you can handle simultaneously
• Number of sales needed to hit your revenue or profit goals
• Average lifetime value of a customer
• Cost to acquire a customer (especially important if you’re running any kind of paid ads)

Not all of these will apply to your business, and some require help from a specialist to calculate. But these are the types of things you’ll want to consider as your business grows because they provide the foundation for smart, strategic decisions.

Making Data-Driven Decisions Without Losing Your Creative Soul

I want you to understand that knowing your numbers doesn’t make you less creative. It makes you more strategic about protecting your creative time and energy.

When you know your profit margins, you’re not scrambling to take on projects that barely pay for themselves. When you understand your capacity, you can confidently say no to opportunities that would stretch you too thin. When you have clear pricing, you spend less time agonizing over quotes and more time doing the work you love.

The goal isn’t to become obsessed with spreadsheets. It’s to have enough clarity about your business fundamentals that you can make confident decisions quickly and get back to creating.

Your Next Steps

Start with those four essential numbers. If you don’t know them, make a commitment to yourself to find them out this month (and set aside time on your calendar to prioritize):

1. Revenue: Check your sales platforms or ask your accountant
2. Profit: Review your P&L or set up a simple tracking system
3. Your salary: Decide what you should be paying yourself consistently
4. Pricing: Audit your current rates and ensure they’re profitable

At the end of the day, this process allows you to have enough information to make better decisions. Even rough numbers are better than flying completely blind.

Ready to Get Your Pricing Right?

If pricing feels like your biggest challenge (and for most creative entrepreneurs, it is), I’ve got something that can help. My Pricing Mini-Course takes you through the exact framework I use with my business coaching clients to transform pricing from guesswork into a strategic advantage.

This mini-course goes way beyond theory. You’ll learn how to set prices confidently, calculate your true costs so you know you’re making actual profit on each sale, and communicate your value without apologizing for what you charge. No more pulling numbers out of thin air or wondering if you’re leaving money on the table.

The mini-course is designed specifically for creative entrepreneurs who want to stop underpricing themselves and start building sustainable margins into their work. You’ll walk away with practical tools you can implement immediately and the confidence to charge appropriately for your products or services.

Because at the end of the day, your creative work deserves to be priced properly. And you deserve to run a business that supports your dreams, not one that runs you into the ground (or out of business).

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Want more insights like this? I share practical, no-fluff business advice for creative entrepreneurs regularly at www.erincantwell.co. Subscribe to my newsletter to get strategies that actually work for creative businesses.