Turning Constraints into Opportunities: Unleashing the Power of Marketing Funnels

Alessio Frateily

Hatched by Alessio Frateily

Aug 31, 2023

3 min read


Turning Constraints into Opportunities: Unleashing the Power of Marketing Funnels


Marketing funnels play a vital role in driving potential customers towards making a purchase. However, every business has different funnels designed to target their specific audience. From blog posts and email lists to podcast ads and social media posts, the possibilities are endless. In this article, we will explore the concept of marketing funnels, the psychology behind consumer decision-making, and how to leverage constraints as opportunities to maximize your marketing efforts.

Understanding the Marketing Funnel:

A marketing funnel represents the journey a potential buyer takes before making a purchase. It consists of several stages, starting from awareness and interest to consideration, and finally, conversion. This concept, often referred to as AIDA (Attention, Interest, Desire, Action), dates back to 1910 when philosopher John Dewey introduced the five stages consumers go through while making purchasing decisions.

Leveraging Constraints as Opportunities:

It is crucial to view constraints as opportunities rather than limitations. While it may seem counterintuitive, limitations can actually be the catalyst for innovation and creativity. By reframing constraints, we can unlock hidden potential and find breakthrough capabilities. The key lies in shifting from a scarcity mindset to an abundance mindset, strategically stimulating and redirecting our primal capabilities.

The Mechanism of Constraints as Opportunities:

Constraints provide boundaries that focus our energy and creativity, pushing us to explore new paths. They introduce conflicting frames, creating cognitive dissonance that motivates us to find solutions. Constraints promote higher integrative complexity, expanding our conceptual scope and encouraging global processing. Moreover, they facilitate mental contrasting, a powerful driver of behavior change.

A 5-Step Process for Harnessing Constraints:

  • 1. Raise your bold ambition: Instead of lowering your level of ambition when faced with constraints, massively increase it. Combine the constraint and your bold ambition to form a propelling question that shapes your search.
  • 2. Create a propelling question: A propelling question is formed by multiplying your bold ambition by the constraint. This question gives your search direction and purpose, propelling you towards innovative solutions.
  • 3. Establish legitimacy, authority, and accountability for your propelling question: Hold yourself accountable for finding answers to your propelling question. Accountability drives human capability and ensures commitment to the task at hand.
  • 4. Identify undervalued resources: Look for resources that you possess but may have overlooked. Often, we undervalue what we have and focus on what we lack. Recognizing and leveraging these undervalued resources can be a game-changer.
  • 5. Write a "We can if..." (WCI) statement: Combine your propelling question with the new resources you've identified to create a WCI statement. This statement turns the constraint itself into a component of its own solution, providing a unique approach to overcoming limitations.

Implications and Actionable Advice:

  • 1. Embrace your resourcefulness: When faced with constraints, tap into your resourcefulness. Focus on accessing resources rather than owning them, leveraging relationships, networks, communities, and organizations you're already a part of.
  • 2. Uncover your unique strengths: Identify your "productivity superpower" - the ability that comes effortlessly to you. Capitalize on this strength and find someone in need of it to trade resources with.
  • 3. Grant yourself radical self-trust: Believe in your ability to think boldly and explore unconventional solutions. Trust yourself to navigate through constraints and find innovative ways to achieve your goals.


By understanding the power of marketing funnels and leveraging constraints as opportunities, businesses can turn creepers into customers. Embracing a mindset of abundance, focusing on undervalued resources, and leveraging the 5-step process outlined in this article can lead to breakthrough capabilities and innovative solutions. Remember, constraints are not barriers but gateways to success.

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