Why growth that looks real can quietly destroy a business False Traction: The Evil Twin If growth feels heavier every quarter — not lighter — there’s a name for what you’re experiencing. Revenue is moving. The team is growing. The pipeline is active. And yet the business isn’t compounding the way it should. That gap between what growth looks like from the outside and what it feels like from the inside isn’t a motivation problem. It isn’t even a demand problem. It’s false trac
