This work offers a summary of the book “FLIP THE FUNNEL: How to Use Existing Customers to Gain New Ones” by Joseph Jaffe.Using the traditional sales funnel, businesses worldwide spend billions on acquiring new customers – advertise widely to create awareness and then follow up with those that show interest to hopefully stoke their desire for what’s on offer. Then, when the time is right, you make them an irresistible offer to get them to take action and buy. Money goes in one end of the funnel and satisfied customers hopefully come out the other end. What if you were to flip that funnel over? What would be the result if instead of spending all that money trying to acquire new customers, you instead spent that same money on making the customers you already have happier by providing them with a superior customer experience? In this well-written book, Joseph Jaffe learns how to grow the customer base from the inside out. An eye-opening book about customer loyalty and retention.