Mike Millett and the Marketing Helix
The behavioural model he developed. The model for customers in motion.
The Marketing Helix is a customer behaviour model developed by Mike Millett. It describes how trust, relevance and timing determine whether a customer moves closer to a brand, drifts away, or returns as conditions change. All three forces have to be present at once for alignment to occur, and alignment is temporary.
The model for customers in motion.
The Marketing Helix
Why it exists
Customers arrive with priorities, beliefs, pressures, relationships and experiences that the brand did not arrange and cannot see. They do not begin at the top of a company-controlled funnel. Someone can meet a category through a podcast, form a strong preference from a forum thread, and reach a website already mostly decided, without ever touching the top of the funnel anyone designed for them.
The Helix is the model that follows from taking that seriously.
Where the canonical material lives
The full framework, its research and its supporting essays are published on Marketing Helix, which holds the intellectual authority for the model. This page establishes authorship and does not restate the framework.