the teams that are most responsible for growth in a startup. They are the product, marketing, sales, and support teams

The flywheel is the growth engine of any company. It interlinks strategies, tactics, and processes to allow a company to accelerate its growth. And like any machine, all the components need to work together as a cohesive unit.

every car has four main components: the engine, the drivetrain, the body, and the suspension system.

76% of customers think it’s easier to take their business elsewhere, according to the 2019 SalesForce ‘State of Connected Customer’ report.

The mechanical flywheel first popularized during the Industrial Revolution with steam engines’ development, and then later with the combustion engine.

The flywheel was designed to build and keep momentum going so that the engine can more efficiently transfer energy to power the vehicle.

The more force you can apply to a flywheel, and the more friction you can remove, the faster the flywheel spins.

Funnels do not build momentum and are economically inefficient. And startups cannot afford either.

It is because they built their companies as funnels, which is an incomplete business model. A funnel only focuses on how to get a customer and neglects how to keep them.

Although most companies and startups have heard of the flywheel concept, they have not been able to apply it because there’s no framework for anyone to do so easily.

This section will also explain how the viral k-factor (an action-based measure of customer happiness) impacts a startup’s unit economics, and how the flywheel redefines what an ideal customer persona (ICP) is.