This presentation first outlines five different aspects of impact. I then look at what we can learn from the measurement of academic impact, usually operationalised as citations. I show that four key recommendations for academic impact (multiple sources, multiple metrics, cross-disciplinary focus, and long term perspective) can be applied to non-academic impact as well. In addition, I argue that the four C's of citation impact (competence, communication, collaboration, and care) also apply to non-academic impact.