Funnel-thinking vs Flywheel-thinking

Flywheels are all the rage these days, but the old funnel still has a place.

Here's how to use both...

Traditional funnel-thinking needs to happen when you're zooming in, like:

• Pinpointing A and B (where you want to take a customer to and from)
• Evaluating the performance of a campaign / process (or parts of it)

Modern flywheel-thinking needs to happen to ensure everything fits together when you zoom out:

• Do we have a plan for turning strangers into ambassadors, into...?
• Do we have a clear multi-year success roadmap for this customer type?
• Are we aligned across teams to build forward momentum, and does 1+1=3>?

You need to help customers pinpoint and reach goals, continuously, but to do that you need to zoom in and optimize.

No out-of-the-box template will fit you perfectly in every situation, and starting from a template can be damaging.

Make sure you start with the end in mind, and break it down from there.