The Flywheel, developed by HubSpot, is a model that illustrates the benefits of aligning your organisation’s efforts towards providing exceptional customer experiences. It is a development of the traditional funnel model, and very much focuses on taking prospects from strangers all the way through to promoters of your brand. Whereas the traditional funnel only focuses on taking a prospect from first being involved in your brand to the point of purchase.

The Flywheel concept, inspired by James Watt’s invention, is an energy-efficient wheel that stores energy based on its speed of rotation, the level of friction, and its size. This model highlights the importance of considering business strategy in relation to the efficient storage and release of energy.