Beyond the usual Awareness-Consideration-Conversion, funnels are now shown as “flywheels” (think wind turbines). The aim is to integrate the idea of dynamism into funnels. Two interesting dimensions: friction & force. Reduce bottlenecks, instead of pushing prospects to the bottom of the funnel. Think advocacy, create above-average customer experience and superior Net Promoter Score, in order for new clients to become influencers.