The Funnel Isn't Dead. It's Just No Longer Linear 

For years, marketing has relied on the same basic funnel:

Awareness → Consideration → Action

Different names, same idea.
The assumption behind it is simple:
People discover your brand, learn about it, then decide.
The problem?
That’s not how people actually experience content anymore.

People Don’t Consume Content in Order

Your audience doesn’t move through your marketing like it’s a Netflix series.
They don’t:

• See message one
• Then message two
• Then message three
• Then convert

In reality, they’re scattered.
They’re on LinkedIn, YouTube, Instagram, email, podcasts, websites, and group chats. Often all in the same day. Attention is fragmented, short, and constantly interrupted.

Someone might:

• Scroll past your ad
• See a founder on a podcast days later
• Watch a short clip without clicking
• Visit your site weeks after that
• Then finally convert after seeing something completely different

None of it happens in the order you planned.

The Real Problem With the Traditional Funnel

The traditional funnel assumes control.

It assumes:

• You control the sequence
• You control the timing
• You control the context

But today’s buyers control all of that.

What does still matter is this:

When someone encounters your brand, are you relevant in that moment?

That’s the real question.

From Funnels to Entry Points

Instead of thinking in steps, it’s more accurate to think in entry points.
People enter your brand experience at different moments, with different needs:

• Some want quick clarity
• Some want proof
• Some want reassurance
• Some want to understand values

• Some are ready to act

Your job isn’t to force them into step one. Your job is to make sure something useful exists wherever they land.

This Is Where Video Systems Matter

This is exactly why we think in video systems, not one-off videos. 

A video system allows you to:

• Map all the meaningful moments where video can help
• Create assets with specific roles, not just formats
• Support the entire journey, regardless of where someone enters

Each video moment has a purpose:

• Clarify
• Build trust
• Answer questions
• Remove friction
• Encourage action

On their own, they work independently. Together, they work as a system.

Why “Video Moments” Work 

Video moments aren’t about flooding channels with content. They’re about coverage.

Coverage means:

• You’re relevant at multiple stages
• You address different questions and mindsets
• You show up consistently, not repetitively

When your system is built correctly:

• Sales conversations are easier

• Prospects arrive more informed

• Your brand feels familiar before the first call

• Momentum continues even when you’re not actively promoting

That’s the advantage of systems thinking.

The Goal Isn’t More Content.  It’s More Alignment

This approach isn’t about creating more.
It’s about making sure:

• Every piece has a role

• Every role supports the larger strategy

• Every entry point leads somewhere meaningful

When everything works together, the system does the heavy lifting.

A Better Way to Think About the Funnel

The funnel isn't dead. It's just not longer linear. It’s a web of moments, signals, and touchpoints, and the brands that win are the ones prepared for that reality. When your video strategy is built as a system, you don’t need to predict how someone will arrive.

You’re ready no matter where they do.