The flywheel effect compounds growth: Here’s how

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TL;DR

Everybody’s obsessed with going viral. That can absolutely have an impact on your engagement levels and follower numbers, but let’s be real. 👀 Most successful creators don’t grow from a few viral moments. If anything, they’re successful because they’re consistent and offer value to their followers.

It stings when you work hard on a post, share it with the world, and don’t get a lot of traction (at least at first). So you think: This isn’t working.🙄

The uncomfortable truth is that it is working; you’re just too early in the flywheel. Learn what the flywheel effect is and how you can use it to stay the course.

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Jim Collins introduced the flywheel effect in his book, Good to Great.

Picture a massive, heavy wheel. 🛞 At the start, pushing it feels almost pointless. You strain. It barely moves. But you keep going. Push after push, something finally happens: the wheel starts to turn. Slowly at first. Then a little faster. Then noticeably faster. Eventually, the same thing that once felt exhausting actually produces its own momentum.

It’s similar to the snowball effect, but the flywheel acknowledges that getting started is the hardest part. The flywheel is virtually unmovable at first, unlike a small snowball you can push down a hill.

For creators, it looks like this:

So, what changed between post 20 and post 100? Your momentum caught up, thanks to your consistency.

The flywheel effect works because your hard work compounds over time. It’s like how you sock away money in a retirement fund so it can grow. With creating, you post consistently over time, and the results compound. 🌱

Here’s what’s happening behind the scenes:

Creating consistently is great for the algorithm, but it also makes you a better creator. Very few people have accounts that blow up overnight. The more sustainable thing to do is to allow your skills and content to improve as the flywheel gains speed.

Consistency is such an underrated tool for creators. “Slow and steady wins the race” is solid advice, but very few creators actually practice the flywheel method for one simple reason: they want results right now.

You go to the gym → you expect results.

You post content → you expect engagement.

But, just like hitting the gym, the flywheel doesn’t reward you right away. ⌛It delays the payoff. This creates what I like to call the “illusion of ineffectiveness.” You’re doing the right things, but because results lag behind effort, your brain assumes it’s not working.

The annoying thing about the flywheel effect is that most people quit when they don’t see the payoff. And they usually quit right before the wheel starts spinning faster. 🏎️

Do you make every post from scratch? That’s exhausting, friend, and it’s adding way too much friction to the creation process. Reduce decision fatigue and create more often by sticking with repeatable formats.

Something like:

You can use a similar structure to jumpstart your ideas. Of course, you’ll need to choose a format that’s flexible enough that you don’t talk about the same things all the time.

Formats work because they remove friction. And when you remove friction, you can increase your output and speed up the flywheel. ⏩

You’re not pouring your soul out on the internet to create “meh” content. I know most creators shoot for greatness every time. There’s nothing wrong with high standards, but sometimes they can get in the way.

The flywheel effect rewards good content, shipped consistently. If your bar is too high, though:

I’m saying you need to lower the bar just slightly, which will help you:

You work hard to make content. It can take a while for the flywheel effect to kick in, though, and that can be really demotivating in the meantime. While you wait for the momentum to pick up, look for confirmation that you’re on the right track. 👍

It could be something like:

Individually, these wins might not seem like much, but when together, they can become fuel for your flywheel. Your job is to notice and stack these wins, not dismiss them because they seem too small.

Old content doesn’t die. Instead of letting your old posts collect dust, zhuzh them up. Repurposing content saves time and helps you create consistently, which both social platforms and followers love. 🤳

You don’t have to refilm your early videos, either. It could be as simple as:

You’re not starting over each time. You’re adding weight to the wheel.

Hands down, the hardest part of the flywheel effect is the waiting. That middle phase is such a drag. You’re not new anymore, but you’re not “big” yet either. Growth is happening, but it’s pretty unremarkable. This is the point where most people pivot or just toss their hands in the air and quit.

The creators who win, on the other hand, stay consistent long enough for compounding to take effect. If you take anything away from the flywheel effect, it’s that your content needs time to marinate. Sure, viral posts are awesome, but they don’t last. The flywheel effect takes time, but it’s the real key to long-term growth.

Your move: This week, don’t chase a breakout post. Instead, aim for 10–15 solid “pushes” on your flywheel. That can take the form of posting new content, repurposing old content, scheduling collabs, or finding podcast guests.

As always, hit reply if something in here hits home.
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Speak soon,
Kenzi

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