From Transaction to Transformation.
What is the Reciprocity Funnel? It's a reimagining of marketing, rooted in the Indigenous worldview of mutual well-being. It reframes marketing as a cyclical, relational practice of generosity, balance, and community.
The way we connect with customers is evolving. It's time for a model that honours the relationship as much as the result, building businesses that are regenerative for the communities they serve.
Relational
Moves from a transactional, revenue-first approach to a relational, community-first philosophy.
Regenerative
Replaces a linear, extractive model with a cyclical flow of giving and mutual support.
Rooted in Wisdom
Draws on the enduring Indigenous principles of reciprocity, balance, and interconnectedness.
A Shift in Perspective: From Transaction to Trust
This section explores the evolution from a purely transactional approach to a philosophy of reciprocity. While one model is effective for seeking a transaction, the other seeks to build a lasting relationship.
| Feature | Traditional Funnel | The Reciprocity Funnel |
|---|---|---|
| Core Philosophy | Transactional, Goal-Oriented, Linear | Relational, Community-Oriented, Cyclical |
| Primary Goal | Convert leads into paying customers (Revenue) | Build community and foster mutual well-being (Relationship) |
| View of Customer | Target, Prospect, Lead | Relation, Partner, Community Member |
| Key Metric | Return on Investment (ROI), Conversion Rate | Return on Relationship (RoR), Community Impact |
Reciprocity is not a tactic; it is a worldview.
In conventional marketing, reciprocity is a tool of influence. In Indigenous cultures, it is a foundational ethic for life, based on the interconnectedness of all beings.
The Reciprocity Framework
This model reframes the customer journey as a continuous flow of giving, receiving, and mutual support. It is more than a process for leads; it is a framework for building community. Click each card to learn more.
Living in Reciprocity
Adopting this model is a commitment to a different way of being in business. It requires a shift in mindset, metrics, and operations. Hover over each pillar to see actionable first steps.
Listen First
Define Your Offering
Authentic Storytelling
Give Back
Hover over a pillar to learn more.
Marketing as a Sacred Responsibility
The journey toward a reciprocal circle is a choice to see business not just as a machine for generating wealth, but as a vehicle for fostering well-being for all our relations.
Shifting Your Metrics
From ROI to RoR
A new philosophy requires new measures of success. The focus shifts from short-term Return on Investment (ROI) to the long-term value of Return on Relationship (RoR), which measures the strength of loyalty, advocacy, and community trust.
RoR
Return on Relationship
A Better Way to Be
1 Build Businesses, Not Machines
Create organizations that are deeply woven into the fabric of their communities, contributing to a system where everyone can flourish.
2 Give More Than You Take
Commit to a future where our businesses ensure that "all our relations"—customers, communities, and the Earth—can thrive together.
