For impact measurement to serve its highest purpose, the starting intention should be gathering data that serves to improve impact rather than to prove impact. In the end, the right metrics can do both, but the problem with orienting towards impact metrics that look good on a website, impact report, or update to funders is that it puts the emphasis on proving or supporting the impact thesis. The confirmation bias in that approach limits the ability to learn and improve as it causes triangulation that actually obscures clear impact of outputs to outcomes. The insight that is produced in listening helps develop learned methods instead of data on strengthening varying approaches for impact.
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