Flip the Funnel is a book about the triangulation between future-focused vision, good old-fashioned business fundamentals and common sense, and turning convention on its head. However, as extreme as it might sound to walk away from the way things were always done—and, in this case, begin where you once ended—it’s really not extreme at all. As Machiavelli or Richard III might have said, the end justifies the means. Except that there’s nothing sinister or untoward here about either the journey or the destination.
This is about growing your business while shrinking your budget; about getting more from less at a time when business needs and even demands it. It’s about eliminating waste and focusing dollars on the people who really matter: your customers. It’s about harnessing the hidden potential of two incredibly underutilized constituencies: customer evangelists and employees.
Whether you use the funnel as a filter, megaphone, or spyglass, or to form a bowtie, rewarding and activating those who truly care about the brand—(without even remotely sacrificing trust and integrity in doing so)—the goal is to become completely self-sustaining: the not-so-silent Sat the end of A.D.I.A. And when it does, self-sustaining becomes self-fulfilling, a living, breathing, and thriving ecosystem that is powered by human beings with common goals, ideals, and beliefs. How can you possibly argue with that?