This document discusses rethinking the paradigm for measuring impacts in market systems. It argues that social systems should be viewed as complex adaptive systems, which challenges traditional worldviews that focused on predictability and control. Viewing systems as complex and adaptive means that societal change and markets evolve in non-linear and unpredictable ways based on the interactions between heterogeneous agents. This paradigm shifting view does not mean we cannot influence systems, but that our approaches need to be more flexible and focus on learning, narratives, facilitation, and generative relationships between agents rather than rigid predictions and measurements.