The framework for brand attraction
A framework for brands that understand customers do not stand still.
FlyByGravity exists to explain a single idea clearly: trusted brands create pull. It is the evolved form of an earlier attempt to describe customer attraction.
The origin: from TheGravityFunnel
TheGravityFunnel was an early attempt to describe customer attraction. It carried a useful instinct: that customers are drawn toward brands they trust. But it inherited a flawed assumption from the language around it. The word funnel implied a controlled sequence, a series of stages a brand pushes customers through.
TheGravityFunnel was an early attempt to describe customer attraction. FlyByGravity is the evolved framework. It removes the outdated funnel assumption and preserves the stronger idea: trusted brands create pull.
Why the funnel was retired
Funnels describe force. They assume the brand moves the customer through stages by applying pressure at each step. That model never matched how customers actually behave. Customers do not stop moving. They evaluate, compare, get distracted, return, and decide on their own timelines. A model built on pushing could not explain why some brands are chosen with almost no effort. Read the full account: Why We Retired the Funnel.
Why gravity survived
Gravity survived because it described the real mechanic: influence without force. A brand with gravity does not have to push. It is noticed, remembered, trusted, and recommended because it has built mass through clarity, repetition, authority, and reputation. Gravity does not force movement. Gravity influences movement.
Why movement matters
FlyByGravity begins with movement as the default state of the market. Customers are already in motion through changing needs, competing choices, search behavior, AI recommendations, and trust evaluations. A framework that ignores this motion will always misjudge how attraction works. FlyByGravity accepts the motion and asks a sharper question: what makes a customer's path bend toward one brand instead of another?
Why trusted brands pull instead of push
Strong brands require less force. When a brand is trusted, relevant, and familiar, the customer moves toward it with less hesitation. Pushing harder is what brands do when they lack gravity. Building gravity is what removes the need to push at all.
Relationship to The Marketing Helix
FlyByGravity is a companion framework to The Marketing Helix, not a replacement. The Marketing Helix explains customer movement. FlyByGravity explains brand attraction. The Helix is the customer behavior model; FlyByGravity is the brand attraction framework. See how the two relate.
FlyByGravity is a framework developed through Digilu. For speaking, podcasts, and the public discussion of these ideas, see MarketingOB1.
Work with the framework