Traction isn’t always a sign of Success.

Sometimes it’s a warning, the truth founders rarely admit publicly.

We celebrate traction.
We brag about traction.
We chase traction like our life depends on it.

But, here’s the uncomfortable truth:
Not all traction is good traction.

Sometimes, traction means you’re serving the wrong customers.
Sometimes, traction means your pricing is too low.
Sometimes, traction means your team is overstretched and breaking internally.

👉 And sometimes, the hardest truth of all, traction means you’re building something people want… but not something you want.

Every founder hits that crossroad where the numbers look great, but the feeling is off.

You’re growing outward but shrinking inward.
You’re scaling the business but losing the founder.
You’re building value but losing meaning.

Traction feels intoxicating.
Traction can lure you into building a company you never intended to run.

Pause.

Observe.

Evaluate.

Is this traction aligned with your long-term vision?
Is it building the company you dreamed of or trapping you in one you never asked for?

Growth is good, but never trade your purpose for metrics.