Not every channel can — or should — become a flywheel. Many behave linearly: predictable input → predictable output.

Linear channels still play a critical role, especially for early-stage startups looking to get traction, but also later as supporting actors around your flywheel.

We break these “assist” channels into three useful categories:

1. Linear Channels

These are steady, repeatable channels where growth scales in proportion to effort or spend. They rarely compound, but they can add reliability and efficiency.

• Examples: Partnerships, organic social, affiliate marketing.
• Role: Lower blended CAC, extend reach, or stabilize growth when flywheels are volatile.

2. Booster Channels

These deliver short bursts of awareness and traffic, but don’t sustain on their own.

• Examples: PR hits, events, launches on communities like Product Hunt.
• Role: Great for visibility spikes, credibility, or adding momentum to an existing flywheel.

3. Kickstarter Channels

Kickstarters are manual, unscalable hustles that get the engine turning.

• Examples: social DMs, early network taps, going to events
• Role: Provide early validation, your first batch of users, and initial cash flow before scalable motions are viable.

Linear / assist roles (cheat sheet)

Why Linear Channels Still Matter

• Early-stage: you need customers now for feedback, validation, and cash flow. Flywheels require time and resources to unlock.
• Later-stage: even flywheels saturate; linear/assist channels help fill valleys, diversify reach, and lower blended CAC.

Key takeaways

• Flywheel-capable channels offer high scale, but typically require more investment to unlock.
• Linear / assist channels are faster to activate and cheaper, but limited in scale. They’re critical for ignition and later as stabilizers.
• Strong acquisition strategies nearly always use both: flywheels for long-term scale, linears/assists for speed, resilience, and blended CAC reduction.