Hi Hudson,

I read the part 2 again and my original response remains.

If you look at the Amazon Flywheel that you refer to then you can see how each step leads on to the next. Low prices/more offerings leads to Increased Customer Visits and then More Traffic leads to more sellers etc.

Unfortunately I don't think you can just overlay the Amazon Flywheel with your four steps. They don't really relate to the Amazon steps.

I also still don't think your four steps lead into each other. Demand Generation doesn't lead to Customer Acquisition. It is more Value Proposition/Business Model that leads to Customer Acquisition. You can see in the Amazon Flywheel that their Value Proposition is low price and more offerings.

In the same way more customers doesn't mean increased LTV. A customer might buy one low value product and then leave. Increased LTV doesn't increase retention. Increased retention doesn't lead to more demand generation.

Of course each component of your business process is very important for a business and each element should be worked on. I think you are using the Flywheel to place your process but it unfortunately isn't a Flywheel. If it isn't a Flywheel it wont create the growth your are looking for and wont build the momentum you need.

I know you have done a lot of work into your model - and it has a lot of value - but think you should look for another way of describing it and not saying it is a Flywheel - perhaps rather call it something like "Startup Growth Principles" or "Startup Growth Circles".

If you are going to use the Flywheel in your consulting - and it would be great if you did - then use it as a separate consulting exercise where you can create specific Flywheels for each organisation you consult with.

But then again I am not Jim Collins and don't profess to be an expert at create Flywheels.