GNT #157: When demand pulls you in the wrong direction

Demand feels like proof. More bookings. More traction. More interest. But just because something is working doesn’t automatically mean it’s aligned. In this episode of Grow North Thursday, I share the story of how we turned our love of traditional Finnish sauna into a business — and how early demand almost pulled us toward building the wrong version of it. We unpack: How confirmation bias shapes business decisions Why demand is information, not strategy The difference between traction and alignment A simple 3-question filter to use before you scale anything If something in your business is gaining momentum but doesn’t feel quite right, this episode will help you slow down and evaluate it clearly.