‘Sales funnels’ and high-value men: the rise of strategic dating

While courtship handbooks have always existed, for some women new technologies have both facilitated and necessitated a change in approach

Rebekah Campbell remembers the moment she knew things had to change. I got to age 34 and woke up one Christmas morning on a fold-out bed in the garage of some friends of my parents and was like, I don't want to live the rest of my life like this,'" she says. I could see that I was potentially going to miss out on having a family unless I did something drastic."

Campbell was single and had not been on a date since the death of her boyfriend a decade prior. In those 10 years, she focused her energy on building a successful business career, including founding the order-ahead app Hey You. So she resolved to begin dating the same way she launched brands: by sketching out a plan that resembled the sales funnel" she used in her work.