It didn't seem to me that the author is trying to coin a new phrase, or methodology, or specialty. They are just taking a known concept (flywheel) and explainin

It didn't seem to me that the author is trying to coin a new phrase, or methodology, or specialty. They are just taking a known concept (flywheel) and explaining how they applied it at their company. And that's useful. Knowing about a concept is one thing, and knowing how to apply it to your situation is another. Articles like this help with the latter.