How I’m Using a Flywheel to Kick-Start My Content System

The Truth? I Was Already Building a Flywheel - I Just Didn’t Know It Yet.

Before I even heard the word flywheel used in a business context, I was mapping out a system for myself - something more involved than a funnel.

I wanted a content engine that didn’t burn me out.

That would run for me - not just because of me.

That could be automated, amplified, repurposed and reused - across platforms, across offers, and across seasons of life.

I called it the Amplified Content Intelligence Framework™ (ACIF) - and it’s still evolving. But the funny part?

What I was building at the core… was a flywheel.

What Is a Flywheel? And Why Are People Talking About It Now?

Let’s strip away the hype. This isn’t a trend. It’s rooted in:

1. Physics

A flywheel is a heavy spinning disc that stores energy. Once it’s in motion, it requires less force to keep it going - and it creates momentum that lasts.

2. Amazon’s “Virtuous Cycle”

Whether you love him or hate him, Jeff Bezos used the flywheel principle to grow Amazon. Lower prices → attract more customers → attract more sellers → lower costs → spin the cycle faster.

3. Business Strategy (Jim Collins)

In Good to Great (2001), Collins explained how lasting companies build momentum not through one-off wins - but through consistent energy, over time.

4. HubSpot’s Marketing Shift

In 2018, HubSpot publicly replaced its “funnel” model with a flywheel to show that growth doesn’t end at the sale - it builds from delight and referrals.

The funnel extracts.
The flywheel recirculates.
That’s the difference.

Why I’m Transitioning to Flywheels Instead of Funnels Right Now

I’ve used funnels for years with clients and they work.

But they’re linear: create → promote → convert → done.

Every time something new was launched, it felt like rebuilding from scratch, even when using custom funnel templates.

I'd been thinking about either finding or creating a better system for a long while. I had the basics that I used with clients, however I knew it could be so much bigger and better.

When I discovered AI, a little lightbulb went off. Then when AI got SO much better and could do so many more things that little lightbulb became like looking directly at the sun.

I had a brainstorming partner that had unlimited knowledge.

Putting everything into some kind of order was tough as I've always been one to run ahead, then have to circle back (it's the manifesting generator in me.) Actually, it wasn't so much the order, it was starting at the beginning when the middle was so much more exciting!

This was going to be a system that fuels itself.

A circular content path where every asset works with the next - and builds trust, value, and visibility on autopilot, while still keeping that human element and voice that makes each of us unique.

I wanted momentum, time freedom and results.

Here’s the Real Story:

I’ll be honest - my current setup is a collection of blog posts, lead magnets, and tripwires. Some connect. Most don’t - yet!

I’ve got the pieces that were created when I had a flash of inspiration and I ran with it, knowing eventually everything would 'fit.'

But they’re not in any type of order yet. There’s no momentum. No automated handover from one asset to the next. Nothing feeding itself back into the system. Nothing logical for you to follow.

And that’s exactly why I started building this flywheel in the first place.

Not to pretend I’ve got it all figured out - but to finally create a system where every piece supports the others. Where the work I do today builds momentum for tomorrow.

It was time for me to manifest this framework into reality.

This isn’t me sharing what’s already perfect (it might take a wee while to get to that stage.)

It’s me documenting how I’m getting there - and inviting you along as I turn static assets into a self-sustaining content engine.

Tools I’m Using to Run It

Nearly everything is designed to be modular, automatable, and repeatable.

It’s not about doing more. It’s about doing once - and getting AI and automations to do the heavy lifting.

Why This Flywheel Is Just the Start

This isn’t the full ACIF™ system - not even close.

What I’m building includes:

• Multi-channel traffic (Pinterest, Reddit, SEO, YouTube, Quora)
• Smart automation + AI agents
• Cross-platform repurposing
• Feedback → insight loops → optimisation

ACIF™ is a full content intelligence ecosystem.

But it starts here - with this small, powerful flywheel. The engine that spins everything else.

You don’t scale by keeping your ideas in your head.
You scale by starting, making the first version and then continually optimising.