Nowadays it seems that everyone is racing to try and track the impact that their research is having. But why bother? Shouldn’t we just be getting on with the job of making a difference? In this blog we will look critically at some of the reasons people are tracking their impact, and ask you to look at yourself, to see why you are interested in this. Might you be falling into a trap or can you turn this into something that inspires you and the people around you to go the extra mile for the people who can benefit from your work?