I’ve written for some time about a funnel replacement that I call The Marketing Hourglasssm as a way to demonstrate the focus on building know, like and trust with the ideal prospect and then turning that into total customer focus to expand try, buy, and refer. In this episode of the Duct Tape Marketing podcast I spoke with Joseph Jaffe, author of the book Flip the Funnel: How to Use Existing Customers to Gain New Ones. Jaffe takes the approach that by focusing on existing customers instead of obsessing over acquiring new ones marketers can actually find more success while spending less in the process.