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What do you want to talk about today? Today, I want to talk about how the marketing funnel is like being entirely wrong way to think about marketing, modern marketing. I think it's a very just deceptive way to kind of hide what's actually happening. And yeah, I wanna propose this new way to think about this. I call it digital gravity and like break that down what that actually means.
And then talk about like this, you know, the high level theory and strategy, and then what are the tactical ways to do this both for B2B and then also for consumer.
Okay. And before you do that, could you let us know what liquid you have in your coffee mug? Yeah, this is beer. This is Modelo. I am sipping Modelo. They're out of limes though, man. I don't know about the hospitality. Is that a type of like Colombian roast? I think it's from Oaxaca. Cool. All right. Digital gravity.
Yeah. Um, so marketing funnel, right? We all know it. I'll talk about it. It's like this thing that people enter in and they come out the bottom and they buy a product. That's not how people actually buy shit whatsoever.
People actually buy things as they like interact with the brand and then they get away from the brand and then they somehow get sucked back in and they do like three rotations around it and then they finally touch down. And so this is just a different way to visualize like how to build brands. Um, I've used the same strategy for like music artists, right?
Like my friend, Colby Acuff, like this is literally how we got him signed with Sony. Like at Rupa Health, this is, I was employee six there. This is like how we took the company to a multi-hundred million dollar exit. It's the same playbooks and like all the stuff that we're doing. And like, I feel like even you, like this is like a version of this. but it's just a way to describe it.
So like digital gravity in my mind is actually how you build a brand or how you build a company. What you're doing is like you're building mass, digital mass on the internet. And the more mass you have, the more influence you have within the niche or the sphere that you're in.
And so how you build that mass is through content and through really just like marketing everywhere that your customer is showing up there in some form and content is typically the vehicle for that. And so like, when you're a small company, when you're just starting out and like, I get this conversation, I have this conversation a lot with startups, like where should I market?
And there's like two different paths. Like if you're bootstrapped, it's like, okay, you, everybody has resources, time, money, money, and mental energy. And the resources that you have are dependent, you know, they're different depending on if you're funded or if you're not. You're funded, you have a ton of money, you have a ton of time and you have a ton of resources.
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