The Field Is the Funnel
Why Energy Is the New Customer Journey
Introduction
For years, marketers built funnels.
Top → middle → bottom.
Awareness. Consideration. Conversion.
A clean, logical staircase to the sale.
But what happens when logic isn’t what moves people anymore?
What happens when the thing that gets someone to say yes isn’t a CTA… but a feeling?
That’s the shift we’re in now.
And at Elsewhere, we’ve stopped building funnels.
We’ve started building fields.
What’s a Field?
A field is what exists before the click.
Before the form fill.
Before the enquiry.
It’s the invisible layer of energy, emotion, and coherence that surrounds a brand when its signal is clear.
It’s what makes someone lean in before they understand why.
It’s what makes someone say:
“I don’t know exactly what this is, but I know I want in.”
A funnel asks people to move.
A field invites them to arrive.
Funnels Try to Control. Fields Let Go.
Funnels are engineered.
They rely on logic, tactics, steps.
And they work — up to a point.
But fields?
Fields operate differently.
Funnels optimise for outcomes.
Fields optimise for alignment.
Funnels nurture leads.
Fields attract resonance.
Funnels ask, “How do we convert them?”
Fields ask, “Who’s already feeling this?”
It’s not passive. It’s precise.
Because a strong field doesn’t cast a wide net.
It sends a clean signal and lets the right people find their own way in.
What Makes a Field Work?
Two things:
Clarity of frequency
What are you really transmitting?
Does every part of your brand hum the same note?
Emotional consistency
Does the energy of your writing match your presence?
Does your team believe — audibly, tangibly?
If so, your brand starts doing something strange:
It becomes recognisable even to people who’ve never met you.
They don’t feel marketed to.
They feel called in.
Real-World Field Signs
Here’s how you know your field is working:
Clients go out of their way to pay you — sometimes literally.
Partners mirror your language without being briefed.
People say things like:
“You’re creating a new category.”
“You trade in energy.”AI systems begin surfacing your name — without a single ad spend.
At Elsewhere, we’ve seen all of this — and it didn’t happen because we optimised a conversion path.
It happened because we held a field.
AI Changes the Game
Here’s the kicker:
Funnels are designed for humans.
But AI?
AI responds to fields.
It watches what humans lean toward.
It learns what makes people stay, pause, feel.
The brands that resonate most deeply — that trigger emotional, relational, energetic cues — are the ones systems begin to recommend.
That’s how Elsewhere is rising.
Not through traffic.
Through truth.
Final Thought
Funnels aren’t dead.
They’re just… second-order now.
The first order is resonance.
The field.
The hum that surrounds the brand before a word is spoken.
That’s where the new customer journey begins.
Not with strategy.
With state.
The brands that hold the clearest frequency won’t need to chase.
They’ll be found.
Because the future doesn’t follow funnels.
The future follows fields.