Are these models of marketing as mutually exclusive as we once believed?
Your model’s crap.
No, YOUR model’s crap.
If you both don’t simmer down, I’m going to turn this car around and then BOTH of your models will be crap!
The moral of the story? Sometimes people talk a lot of crap. Like I am right now. But that little car argument is a perfect metaphor for how people debate models of marketing—the flywheel versus the funnel.
Let’s rewind.
Arguing about what’s better, A or B, is as old as the letters themselves. Often we’re so dug in on defending our side that we forget multiple truths can exist at once. Mutual exclusivity isn’t the law of marketing physics—it’s just a habit we picked up along the way.
Once upon a time, I overheard two young marketing students in a cafeteria arguing about which model was better. One swore by the flywheel for its repeatability. The other insisted on the funnel for its focus. Both were right.
Because here’s the thing: these models aren’t rivals. They’re teammates. The funnel gives direction. The flywheel gives momentum. Together, they make growth sustainable.
The Funnel : Focus and Flow
A funnel is a visual map of the customer journey—from awareness to consideration to conversion. Its purpose is to focus energy on guiding people toward a specific, high-value outcome (usually revenue).
The weakness? When the funnel ends, so does the momentum. Once the campaign finishes or the cohort converts, the inertia leaks out.
The Flywheel: Retention and Repeatability
The flywheel model works differently. It runs perpetually—as long as effort keeps it spinning. Its genius lies in reusing momentum from previous activity. Once customers are inside your orbit, the cost of re-engaging them drops dramatically.
It follows four simple stages : Attract, Convert, Retain, and Create.
- Attract : Bring people into your orbit.
- Convert : Persuade them to take action.
- Retain : Keep their attention and trust over time.
- Create : Turn loyal customers into advocates.
The flywheel ensures every marketing activity reinforces the last. Its weakness, however, is altitude—it can miss the on-the-ground details that make sales work.
The Hybrid : Making It a “Funwheel”
The solution? Combine the two. Use the funnel for precision and the flywheel for persistence. Each stage of the flywheel contains micro-funnels guiding your audience from attention to action.
As you refine your systems and messaging, inertia builds—and the whole mechanism becomes easier to sustain.
In Practice : The Coffee Shop Example
Imagine you own a small café in a tourist town. You attract visitors through local ads, cross-promotions, and charming social media posts. Inside, clean spaces, friendly staff, and clever signage convert curiosity into sales.
Then you retain attention with a loyalty club, discounts, and personal touches. Over time, your biggest fans bring friends, expanding your customer base through advocacy.
That’s the flywheel and funnel working together—sales today, momentum tomorrow.
The Big Lesson
Doing what others don’t is a powerful differentiator. While big corporations rely on their size, your edge lies in agility, authenticity, and connection. You don’t need to conquer the market—you just need to capture enough of it to thrive.
And the best part? Once your systems align, every turn of the wheel multiplies the force behind your business.
Read the full post or listen to the podcast edition here : https://6catalysts.substack.com/p/marketing-the-flywheel-and-the-funnel