
Essay · Conversion
Against the funnel: a long argument for a different mental model.
The marketing funnel has been the dominant mental model for a century. It is, in the mobile app context, almost completely wrong.
Long-form arguments about how growth and marketing are changing — and how the standard playbooks are quietly failing. Usually 8 to 18 minutes to read. Always more carefully edited than they look.

The marketing funnel has been the dominant mental model for a century. It is, in the mobile app context, almost completely wrong.

Why the document that nobody at a venture-funded app company wrote in 2020 is, in 2026, becoming a competitive advantage.


