The Orbit Model: Are you still pushing customers down a funnel, or are you creating a gravitational pull they can’t resist?

Instead of pushing customers toward a final conversion, the orbit model recognizes that customers continuously move in and out of engagement with a brand, much like planets revolving around a sun.

The brand is the center of gravity — a force that attracts and retains customers through value, trust, and alignment.

Customers move in different orbits based on their level of engagement — closer or farther depending on relevance and interest. Momentum is sustained through ongoing interaction, community participation, and shared experiences rather than a transactional focus. Instead of funnels that end in conversion, we now create gravitational fields that sustain connection.

How the Orbit Model Works

The Brand is the Gravity Source

A brand no longer just “sells.” It radiates value in ways that attract people naturally. This is done through: authentic storytelling, transparent communication, community-driven experiences and providing continuous education and value. Customers are drawn toward this energy field — not because they’re being “pushed” through a funnel, but because they want to be part of the experience.

Customers Move in Dynamic Orbits

Instead of a one-time journey, customers exist in orbits of engagement:
> Explorers (Outer Orbit) — People curious about your brand, engaging with content, but not yet committed.
> Advocates (Middle Orbit) — Customers who have purchased and interact with the brand but aren’t fully invested.
> Evangelists (Inner Orbit) — Superfans who promote, co-create, and actively shape the brand’s future.

Unlike a funnel that “ends” at conversion, customers move fluidly between these states based on their relationship with the brand.

Content, Community & Participation

To maintain gravity in an orbit model, brands must consistently provide:
> Content that educates, entertains, and inspires. Instead of just pushing products, brands must create thought leadership and shared value.
> Community and shared experiences. Customers want to engage with each other, not just the brand.
> A sense of co-creation. The best brands invite customers to be part of the journey, whether through feedback, exclusive experiences, or user-generated content.

The Orbit is Self-Sustaining

The most powerful aspect of the orbit model is that it feeds itself. Unlike the funnel, where energy is lost after conversion, an orbit grows stronger as:
> Customers share their experiences and attract others.
> Advocates and evangelists create pull for new Explorers.
> The brand continuously innovates and re-engages with fresh value.

Why the Orbit Model is the Future

Funnels are transactional. Orbits are relational.
Funnels end. Orbits are ongoing.
Funnels push. Orbits pull.

The orbit model aligns with the way people interact with brands today — through networks, social proof, and emotional connection. Instead of “capturing” customers, we invite them into an ecosystem where they choose to stay, engage, and contribute.

The funnel is no longer enough even thought it’s still an excellent foundation in the world of marketing strategy. I’ve written extensively about the funnel in all of my books.

And yet, now, the orbit model provides a new way of thinking about customer relationships — one where people aren’t “acquired” but rather attracted and engaged in a continuous, dynamic exchange.

The brands that embrace the orbit mindset will thrive, creating communities, loyal followers, and sustainable growth in the years to come.

I’d love to hear from you. If you enjoyed this article, let’s stay in touch.

My latest book, The Launch: A Product Marketer’s Guide, is now available onAmazon. I also wrote the book “Product Marketing Debunked. The Essential Go-To-Market Guide” which you can purchase on Amazon.

If you’d like more in-depth tools on how to take your product to market, you can check out my Go-To-Market workshop where I share my 10+ years of knowledge about how to launch your product.