The original essence of any business is systematic profit-making. Because of that, it is thought by many people that the true indicator of success is the size of the bank account. However, the truth is that it is not unequivocally since any performance metric will be changing over time. Therefore, it is not possible to draw conclusions about companies’ or individual entrepreneurs’ achievements based only on the amount of money. It is absolutely necessary to consider other key indicators such as brand, revenue sustainability and customer loyalty.