Glossary/Strategy & Frameworks/Flywheel Model
Strategy & Frameworks
Flywheel Model
Jim Collins's 2001 'Good to Great' concept of self-reinforcing momentum, adopted by HubSpot in 2018 to replace the funnel with attract, engage, delight.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
The Flywheel Model is the idea of self-reinforcing momentum from Jim Collins's 2001 book Good to Great, adopted by HubSpot in 2018 to replace the funnel with attract, engage and delight stages. In marketing, it holds that satisfied customers generate referrals and repeat business that keep growth spinning with less added force.