We discuss the introduction of a non minimal coupling between the inflaton and gravity in terms of the recently proposed $\beta$-function formalism for inflation\cite{ Binetruy:2014zya}. Via a field redefinition we reduce to the case of minimally coupled theories. The universal attractor at strong coupling has a simple explanation in terms of the new field. Generalizations are discussed and the possibility of evading the universal attractor is shown.
Categories: hep-ph astro-ph.CO gr-qc hep-th