The language of Gravity Funnel.
Two vocabularies meet here: the words the Membership runs on, and the framework language it inherited. Defined plainly, in one place.
- Gravity Funnel
- The first correction to the marketing funnel: replacing pushed demand with earned pull. It was later offered as a Digilu membership, which is no longer available. The work now runs through Digilu’s Adaptive Brand Management membership.
- Mission
- The monthly Mission Briefing is how a Digilu membership reports the actions completed that month.
- Condition
- Something the business controls that affects whether a prospect moves closer or leaves: clarity of the offer, visible proof, message match, friction, consistency across public profiles, or the quality of follow-up.
- Membership
- A level of ongoing responsibility Digilu accepts, priced monthly. Memberships differ by how much responsibility is carried, not by how large the business is.
- Adaptive Brand Management
- Digilu’s company category. Ongoing responsibility for a business’s trust, visibility, and relevance as the world changes, on the basis that alignment between a business and its market is temporary.
- The Gravity Funnel (framework)
- The original framework the Membership is named after: the traditional marketing funnel reframed around gravity, where a brand builds mass so customers are pulled toward it rather than pushed through stages. Superseded as a standalone model by the Marketing Helix.
- The Linear Funnel
- The traditional funnel: customers enter at the top and descend through fixed stages toward a single exit. A model of attrition built on push mechanics.
- Gravity
- The pull a brand creates as it accumulates mass. The opposite engine to force: attention falls inward instead of being driven downward.
- Mass
- What a brand accumulates through visibility, repeated exposure, authority, and reputation. Enough mass produces pull.
- Pull
- Movement that comes inward on its own. Customers move toward brands they trust, without being pushed.
- Push
- The mechanic of the linear funnel: force applied to move a customer down through stages toward a single exit.
- Customer Motion
- The observation that customers never stop moving. They orbit a brand, pausing, leaving, and returning as trust and relevance compound.
- Attraction
- The engine of the Gravity Funnel. Rather than moving the customer, the brand becomes the thing customers move toward.
- Trust
- Credibility that compounds across encounters. As trust builds, the distance between customer and decision narrows.
- Visibility
- Being seen, repeatedly and in relevant contexts, including across AI systems. A primary source of a brand's mass.
- Re-entry
- A customer leaving and returning later, often from a new direction. Normal behavior the linear funnel had no way to draw.