Ever wondered how tech giants scale their businesses astronomically? What’s their secret sauce?

Upon closer examination, you’ll realize they follow a simple model.

This is called the Amazon Flywheel model. A game changer in the tech world. Amazon, Google, Facebook – they all use it.

But why? And how? And more importantly, can you replicate the model for your business?

In an era where technology advances at lightning speed, sticking to old methods is a recipe for stagnation. It’s time to ditch the traditional funnel marketing.

So, ready for a growth revolution?

Let’s dive into the world of the Amazon Flywheel effect. Discover how this powerhouse strategy can transform your business. Think it’s just for the big players? Think again.

Ready to unlock exponential growth?

Let’s get started!

What is the Flywheel Model?

Have you ever heard of the Flywheel model and wondered what it’s all about?

It’s not just a buzzword; it’s a powerful concept revolutionizing how businesses grow.

Originally a mechanical term, a flywheel stores rotational energy, which helps in maintaining momentum with minimal effort.

Now, apply this to business: it’s about building and sustaining growth momentum.

Introduced by the renowned American business consultant Jim Collins in “Good to Great,” this model has reshaped our understanding of business growth.

Jim Collins
Jim Collins, the author of Good to Great

Forget linear progression; the Flywheel model is all about exponential growth.

It’s a race where speed multiplies over time!

So, how does this translate to business success?

It’s simple yet profound: focus on compounding growth rather than linear, one-time gains. It’s a strategy embraced by the likes of Jeff Bezos and Warren Buffett.

Why settle for steady when you can shoot for stellar?

In the upcoming sections, we’ll explore how tech giants like Amazon and Google harness the power of the Flywheel model and, more importantly, how you can implement it in your business for remarkable results.

How tech companies use the flywheel model?

Ever wondered how companies like Amazon, Google, and Facebook have grown so rapidly and seemingly effortlessly?

Started in 1994 by Jeff Bezos, Amazon’s net sales seemingly multiplied multi-fold during during the 2010 period and reached $469 billion in 2021. Likewise, Facebook grew from 1 million users in 2004 to 1 billion users by 2012, in less than 10 years.

At first glance, it may seem like witchcraft.

But It’s not; it’s the flywheel model in action. Let’s break down how these tech giants use this model to fuel their exponential growth.


It’s called the “Amazon Flywheel model” for a reason. That’s because Amazon has perfected this model in its business and is reaping rich dividends.

Jeff Bezos
Jeff Bezos, the founder of Amazon

It’s a perfect example of the flywheel effect.

Amazon had over a million third-party sellers on its platform in the US in alone in 2019. And hundreds, if not thousands of sellers join the platform every year.

Every new seller that joins Amazon expands the platform’s product range. This variety attracts more customers, leading to more reviews, which in turn, boosts buyer confidence.

Image credits: Turning the Flywheel (book)

More customers mean more sellers, creating a competitive marketplace that often lowers prices. It’s a continuous, self-reinforcing cycle – the essence of the flywheel effect.

In other words, each seller that joins Amazon marketplace increases the value of Amazon exponentially and not linearly.


If Amazon has perfected the Flywheel model, Google isn’t far behind.

Unlike Amazon, Google doesn’t have buyers. Instead it has bloggers and content creators.

As more content populates the internet, more people turn to Google for information.

Google search on a mobile phone
Google search

The increased traffic allows Google to refine its search algorithms, enhancing user experience and accuracy. This draws even more content creators to optimize their websites for Google, further feeding into this cycle.

It’s a win-win: better search results for users and more traffic for content creators.

The more number of publishers and readers there are, Google eventually wins.


And let’s not forget Facebook (which is now Meta).

Mark Zuckerberg
Mark Zuckerberg, the co-founder of Facebook

Built out of a Harvard dorm room, the platform thrives on content and user engagement. Initially, it was exclusive to Harvard students before opening up to other university campuses. People were able to post text updates, upload images, and make friends.

More users mean more content, and more content keeps users scrolling, interacting, and staying longer on the platform.

This high level of engagement has direct effect on its ad revenue, which is 97% of Facebook’s income.

Facebook Ads on Mobile Phone
Facebook Ads on a mobile device

This engagement attracts advertisers, generating revenue, which is then used to improve and expand the platform, attracting even more users.

It’s a viscous cycle that continues and benefits Facebook (and its bottom line).

These 3 business companies are classic examples of the flywheel model.

Learn to decipher business models

The 3 businesses mentioned aren’t the only one employing the flywheel model.

If you look around, there are plenty of examples.

User and snapchat
Tech giants share a business model

Just look at companies like Uber, Snapchat, and YouTube that have experienced exponential growth in recent years.

Once you understand their business model, I’m confident you will agree that they are following the flywheel model.

These examples illustrate how the flywheel model creates a self-sustaining cycle of growth and improvement.

Each element feeds into and strengthens the others, creating a powerful momentum that’s hard to stop once it gets going.

Success leaves clues.

In this case, learning how to decipher whether a business is using a flywheel model or not can greatly benefit you in investing in successful companies.

As a shareholder, you have the potential to earn significant profits, just like early investors in Uber and Snapchat. For example, Uber’s founder, Travis Kalanick, took home a whopping $118 million after capital gains tax from Uber IPO.

How to implement the flywheel model in your business

Now, let’s get to the main question. Finding the answer to which can truly transform your business 10x.

So how do you adopt the Flywheel model that the likes of Amazon and Facebook have perfected? Well, the answer the answer to it is far from simple.

Implementing the flywheel model in your business isn’t just about copying what Amazon or Google does.

It’s about understanding the core principles and adapting them to your unique business context.

Here’s how you can start:

Understand your customer at the center

Start by placing the customer at the core of your business model.

Flywheel Model
Customer at the center of your flywheel model

This means shifting your focus from just making sales to creating an outstanding customer experience.

Ask yourself, how can you attract, engage, and delight your customers?

Each of these elements should feed into and reinforce the others.

Build self-reinforcing feedback loops

Feedback loops, which strengthen each element of the business, are at the core of Flywheel model.

Feedback loops
Prepare feedback loops that strengthen each other

So, think of your business operations as interconnected gears in a large machine.

Marketing, sales, customer service – they should all work in harmony.

Your marketing efforts should not only attract customers but also enhance their engagement and satisfaction, which in turn, promotes further marketing success.

So if you have a marketing newsletter, you can encourage them to go and read your blog. At the same time, you can beef up your blogging activity. When more people read your blog, the more sign ups you will have for the newsletter, which in turn, will help drive traffic to your blog. This is one of the many self-reinforcing feedback loops for bloggers.

Leverage content and technology

Content and technology are like the oil that keeps the flywheel spinning smoothly. Utilize content to attract and engage your audience and use technology to automate and optimize your processes.

For instance, a well-crafted training course can attract students and engage them in a community, turning them into brand advocates.

A crowd of fans
Brand advocates are your true fans

Brand advocates will recommend your training courses to their network, which, in turn will benefit your business. Nobody knows this better than Apple, whose 92% of customers are brand loyalists.

Monitor and optimize

There’s an old saying, “If you don’t measure it, you can’t improve it.”

And that’s true for Amazon flywheel model.

I’ll go even as far as to say that if you don’t measure your activities, you won’t succeed in the Flywheel model because you won’t understand the self-enforcing feedback loops.

Analyze results and optimize
Analyze key metrics with an analytics software

Therefore, always keep an eye on your key performance indicators. What’s working? What isn’t? Use this data to tweak and refine your processes, reducing friction and accelerating your flywheel’s momentum.

Scale smartly

Scaling is necessary to create a successful business or blog. But only few (8% of the companies) get it right.

Upwards graph
Scale a business smartly

As your business grows, watch out for scaling pitfalls. If you’re providing one-to-one services, for example, find ways to productize your offerings. This could mean creating online courses or offering group consulting sessions.

The goal is to scale without compromising the quality of the customer experience.

The flywheel model is all about creating a sustainable, self-perpetuating cycle of growth.

By focusing on continuous improvement and customer-centric strategies, you can set your business on a path to exponential growth.

Examples for flywheel model

Good example: Community-driven coaching industry

Online group coaching
Online group coaching

The coaching industry is growing at a rapid pace, demonstrating global growth — 47% yearly growth in North America alone.

In the coaching industry, you can leverage the flywheel model to drive growth and success for your students. In fact, many successful coaches employ the Flywheel model to fuel their coaching programs.

By following a proven system and attracting students to your course, you can establish a self-reinforcing feedback loop that leads to continuous improvement and results.

To implement the flywheel model, start by creating a comprehensive system that guides your students towards success. This system should include clear instructions, strategies, and mental models that they can implement with the support of a community.

Encourage accountability and ensure that students are actively implementing what they learn.

A programmer
Make learning practical

As your students start to see results, showcase their success stories on your YouTube channel. This not only celebrates their achievements but also acts as social proof, attracting more people to enroll in your courses.

These new enrollments then lead to more success stories, creating a virtuous cycle of growth.

By embracing the flywheel model in the coaching industry, you can create a sustainable and scalable business. Your guidance and systems, combined with the support of a community, will empower your students to achieve their goals.

The success stories shared on your YouTube channel will attract more students, fueling the growth of your business.

Bad example: 1:1 consulting

One on One consulting
One on One consulting

All that glitters is not gold. And something that may look like a Flywheel model may not be a Flywheel model, or a poorly implemented one.

You can see that in coaches running one-to-one consultation.

When it comes to the one-to-one consultation model, there can be challenges in implementing the flywheel effect.

Suppose you offer one-to-one consultation sessions, where customers book slots with you. As more and more customers book appointments, your time and energy may become drained, resulting in a worse experience for each customer.

Additionally, as you add more real human interaction in a flywheel model, scaling the business can lead to a decline in customer experience.

Both of these will create negative brand image and impede the growth of Flywheel model.

To overcome these challenges, you may need to productize your consulting business.

For example, you can create a training course that addresses common concerns and attracts students. These students can then book high-ticket consultation sessions with you when they have specific doubts or questions.

Therefore, most successful coaches that offer one-on-one consulting charge a bomb.

The role of content and code

In the information age, making use of flywheel effect requires utilizing the power of content and code.

Content and code
Make use of both content and code

Why? Because they offer you leverage. Write a content once, and it stays there endlessly. Write a code once and it will carry out the task again and again.

By incorporating content creation, such as being a YouTuber, blogger, or course creator, or by developing softwares, you can tap into the waiting potential of servers that work for you around the clock.

Companies that successfully leverage the flywheel effect understand that both content and code play a crucial role in scaling their business.

Take Uber, for example, which utilizes software to connect riders and drivers, or YouTube, which harnesses the power of user-generated video content.

How much work it would have taken for Uber had they manually connected drivers with riders?

By embracing the synergy between content and code, these companies achieve exponential growth.

Wrapping up

In conclusion, the Amazon Flywheel model is a powerful strategy that can revolutionize how businesses grow.

By focusing on compounding growth, building self-reinforcing feedback loops, leveraging content and technology, monitoring and optimizing, and scaling smartly, you can unlock exponential growth for your own business.

Don’t just marvel at the success of tech giants like Amazon, Google, and Facebook—implement the Flywheel model in your own business and experience exponential results.

Embrace continuous improvement, iterate well, put your customers at the center, and create a sustainable cycle of growth.