I promised you the Anti-Funnel mapping template that's changing the game for rebellious brands.

And unlike most marketing gurus who tease but never deliver, I'm a punk who keeps his promises.

Last week, I laid out why traditional marketing funnels are dying. The linear
"awareness → consideration → decision"
model doesn't match how real humans actually make decisions.

After sharing that email, my inbox exploded:

"Can I see this Anti-Funnel template?"
"How exactly do you map customer journeys this way?"
"I'm sick of my funnel's declining conversion rates – help!"

So today, I'm giving you the exact Anti-Funnel mapping template we use with our highest-paying clients.

No gatekeeping.
No "join my course to learn more."
Just the fucking blueprint.

Let's burn the traditional funnel to the ground.

The Anti-Funnel Mapping Template

The traditional funnel asks: "How do we move people from Point A to Point B as efficiently as possible?"

The Anti-Funnel asks: "How do we create multiple paths that respect how different people actually make decisions?"

Here's the step-by-step process to build your own Anti-Funnel:

STEP 1: Journey Archaeology

Most marketers start with what they want to happen. The Anti-Funnel starts with what actually happens.

Create a table with these columns:

1. Customer Name
2. First Touch Point
3. Key Information Sources
4. Hesitation Points
5. Decision Triggers
6. Time to Decision

Then interview 5-10 recent customers and fill it in.

Example from a client who sells productivity software:

Notice the patterns? Each journey is completely different. No linear progression. Multiple touchpoints. Varying timeframes.

This is the messy reality of how decisions happen.

STEP 2: Entry Point Mapping

Once you've documented real journeys, identify all possible entry points to your world.

For each entry point, ask:

• What state of mind does someone have here?
• What do they need to move forward (not to buy, but to take the next step in THEIR journey)?
• What's the most helpful thing we could offer at this moment?

Continuing our example:

The magic happens when you stop trying to drag people to your preferred entry point and instead meet them exactly where they are.

STEP 3: Decision Hub Construction

This is where the Anti-Funnel truly diverges from traditional funnels.

Instead of forcing a linear path, create a central "Decision Hub" where prospects can self-navigate based on their specific needs.

The hub contains multiple resource types:

• Data-driven content (for analytical minds)
• Emotional content (for feeling-based decisions)
• Social proof (for community-oriented buyers)
• Process details (for methodical thinkers)
• Direct access options (for time-sensitive decisions)

The key: Track which resources each prospect engages with, then customize follow-up based on their behavior, not your assumptions.

STEP 4: Permission-Based Escalation

Traditional funnels push. The Anti-Funnel pulls.

For each interaction point, create an "escalation offer" that the prospect can accept or decline:

The difference is subtle but profound. You're not pushing to the next stage—you're offering a logical next step that respects their agency.

When we implemented this with a consulting client, their leads started reaching out at a 3.7x higher rate because they never felt "sold to."

STEP 5: Value Before Revenue

This step is where most marketers panic and executives start sweating.

In a traditional funnel, you withhold maximum value until payment. In the Anti-Funnel, you deliver disproportionate value before asking for money.

Your value ladder should include:

• Free value (genuinely helpful content)
• Low-commitment value (email-gated resources)
• Medium-commitment value (application-based access)
• High-commitment value (paid products/services)

The Anti-Funnel recognizes that some people will take your free value and leave. And that's perfectly fine.

Why? Because the ones who convert will do so with absolute conviction, not the reluctant "fine, I'll try it" of funnel victims.

Real-World Anti-Funnel Results

A client in the B2B software space implemented this template last quarter:

• Conversion rate: Increased from 2.3% to 7.8%
• Sales cycle length: Reduced from 42 days to 29 days
• Average deal size: Increased by 23%
• Churn rate: Decreased from 4.2% to 1.7%

The most surprising metric? Their marketing content consumption went DOWN.

Prospects consumed 40% fewer resources before purchasing because they only engaged with what was actually relevant to their decision process.

How To Implement This Starting Tomorrow

I get it – you can't tear down your entire marketing system overnight. Here's how to transition to the Anti-Funnel model:

1. Week 1: Conduct journey archaeology with 5 recent customers
2. Week 2: Map your current entry points and create appropriate resources for each
3. Week 3: Build a simple Decision Hub (even just a password-protected webpage)
4. Week 4: Replace pushy CTAs with permission-based escalation options
5. Week 5: Audit all content for value-first orientation

Throughout this process, track one key metric: How many prospects say, "This feels different from other companies I've dealt with."

That's your signal that the Anti-Funnel is working.

The Anti-Funnel Mindset Shift

Implementation is only 20% of the battle. The real challenge is unlearning funnel thinking.

Ask yourself:

• Are we trying to "overcome objections" or genuinely address concerns?
• Are we creating artificial urgency or respecting natural timing?
• Are we measuring success by volume metrics or relationship quality?
• Are we viewing non-buyers as "funnel leakage" or potential future community members?

The Anti-Funnel isn't just a tactical shift—it's a philosophical one.

It's about treating people like the complex, non-linear decision-makers they are, not the simplistic conversion machines marketers wish they were.

It's about building relationships, not processing transactions.

But most importantly, it's about aligning your marketing with reality – and that's always more effective than fighting against it.

Here's to the death of the funnel and the birth of something more human.

Jan

PS: Next week, I'm sharing "The Customer-Less Launch" – how to pre-sell your offer to 100% completion before building anything, eliminating risk while your competitors waste resources on untested ideas.