The language of the Gravity Funnel.
The framework keeps the funnel's vocabulary and adds a few words of its own. These are the terms used across the site, defined in one place.
- The Gravity Funnel
- The traditional marketing funnel reframed around gravity. A brand builds mass so customers are pulled toward it, rather than pushed through stages.
- 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.