The Framework That Replaced the Funnel
You don’t need a funnel. You need a filter.
TL;DR: The Framework That Replaced the Funnel
Funnels are everywhere—but they’re fundamentally flawed for relationship-driven businesses. They treat everyone the same, assume every lead wants to convert, and push people toward a single outcome, regardless of fit.
I’ve found a better way: RSL—Reason, Season, Lifetime.
Instead of forcing conversion, RSL filters people based on how long they’re meant to be in your world. It helps you spend your energy wisely, design better offers, and deepen the relationships that truly matter.
With strong data to back it up (2.35% average funnel conversions, 5x cost to acquire vs. retain), I show why RSL is more profitable, more sustainable, and more human.
Because RSL doesn’t convert. It calibrates.
Table of Contents
Funnels are linear. Relationships are not.
For years, I tried to make funnels work. I followed the formulas, created freebies, mapped out automated email sequences, and launched with the best of them.
And yet, It always felt like trying to shoehorn real people into a rigid system that didn’t quite fit.
Like hosting a party where every guest is herded through the same narrow hallway, regardless of who they are or why they came.
Funnels promise predictability. But in practice? They often lead to burnout and blandness.
So I stopped building funnels. And I started building filters.
Enter the RSL Framework: Reason, Season, Lifetime
The RSL Framework is how I now design every part of my business—offers, relationships, energy, content.
It started with a question:
"What if I didn’t try to convert everyone... but just focused on serving people based on how long they’re meant to be here?"
Not every reader wants to become a client. Not every client is meant to stay forever. And that’s not just okay—it’s powerful.
Here’s how it works:
🍑 Reason
The curious passer-by. They’re here for a specific insight, a tool, or a moment of inspiration. Not a long-term commitment. Your job? Make the moment count.
🍑 Season
The ones walking with you for a while. Maybe they’re subscribed to your newsletter, bought a product, or engaged for a few months of support. Your job? Nurture the connection—give them structure and consistency.
🍑 Lifetime
Your ride-or-dies. Loyal clients, long-time collaborators, brand champions. They’ve grown with you. Your job? Protect your energy so you can show up for them fully.
Why Funnels Fail
Funnels are about squeezing everyone towards the same outcome. RSL is about guiding people towards the right outcome—for them and for you.
Funnels assume the goal is always conversion. RSL asks: What does a meaningful relationship look like at each stage?
Funnels burn you out. RSL helps you build sustainably.
Let’s look at the numbers:
The average conversion rate for sales funnels across industries is just 2.35%, with top-performing funnels only reaching around 5.31% (Dashly.io).
It costs 5x more to acquire a new customer than to retain an existing one (HubSpot).
A mere 5% increase in customer retention can boost profits by 25% to 95% (Firework.com).
Funnels put the bulk of your effort into chasing new leads. But relationship-focused models—like RSL—help you retain and deepen what’s already working.
The Shift That Changed Everything
When I applied RSL to my audience, my product suite, and my time:
I stopped over-delivering to people who weren’t ready.
I stopped feeling guilty for not turning every lead into a sale.
I started designing offers that fit how long someone actually wants to be in my world.
Most importantly? I reclaimed my energy.
Your Turn: Map Your Audience
Here’s a quick way to start applying RSL today:
Look at your last five clients or customers.
Ask: Were they Reason, Season, or Lifetime?
How did your offer (or energy) match their relationship type?
Now ask yourself:
Where am I giving too much to Reason folks?
Where am I neglecting my Lifetime clients?
What could I automate or simplify for Season people?
This Is the Anti-Funnel
RSL doesn’t convert. It calibrates.
It doesn’t automate intimacy. It honours capacity.
It’s not about getting everyone to the bottom of your funnel. It’s about meeting people where they are—and letting that be enough.
If you’re done contorting yourself into funnel-shaped boxes, there’s a better way.
Start with Reason.
Support the Season.
Sustain the Lifetime.
If this hit home, you’ll love the Relationship Debt Scorecard a free tool to help you figure out who’s costing you energy and how to build more aligned relationships.
It’s the first step in designing a business that honours your capacity.
With courage & conviction
