Step 9 — GROW
Purpose: Set the trigger, timing, channel, and ask for one advocacy request — and decide its incentive — so a delighted customer is asked at the moment of peak delight, in the easiest possible way. Fill one worksheet per advocacy output (review, then referral) before you write a single line of the ask.
When to run it / Inputs: Run it once you have a genuinely delighted customer and can name the success moment that proves it. Bring from EDUCATE: the activation milestone or feedback signal that marks the win, the NPS/CSAT data that confirms it, and the platforms where these customers gather. Bring from your Foundation Blueprint: Brand Voice adjectives and brand positioning.
1. The review-request plan
| Set the part, then state your decision | |
|---|---|
| A1: Trigger — the success signal that fires the ask (The EDUCATE milestone or feedback signal — NOT a shipping or payment date) | ________________________________ |
| A2: Moment — when to ask, relative to the trigger (The window when delight peaks; e.g. within 24–48h of milestone confirmation) | ________________________________ |
| A3: Channel — where the ask lands (Email? In-app? The one place this customer will actually see it) | ________________________________ |
| A4: The ask — one specific question (e.g. “What problem did [product] solve for you?” — not “leave us a review”) | ________________________________ |
| A5: Mechanism — the path from “yes” to “done” (Deep link straight to the review box; a written prompt to defeat the blank page) | ________________________________ |
2. The referral mechanics
| Set the part, then state your decision | |
|---|---|
| B1: Trigger & moment — when to invite the referral (Just after the win, or just after a glowing review) | ________________________________ |
| B2: The offer — what’s on the table (The reward, in plain terms; e.g. “Give £X, get £X”) | ________________________________ |
| B3: Who gets what — referrer vs new customer (Name each party’s reward; for referrals, two-sided usually fits best) | ________________________________ |
| B4: Share path — the single tap that sends it (Pre-filled code or one-tap link with the friend’s reward already attached) | ________________________________ |
| B5: Redemption — how the reward is claimed (Must be easy: no fortnight expiry, hidden dashboard, or surprise minimum spend) | ________________________________ |
3. Incentive vs brand — the choice
| Incentive | Brand cost you accept | |
|---|---|---|
| C1: Structure chosen (No incentive / one-sided / two-sided — circle one and say why) | ________________________________ | ________________________________ |
| C2: Form chosen (Discount / store credit / gift / recognition — and why it fits this brand) | ________________________________ | ________________________________ |
| C3: The line you hold (Confirm: you reward the ACT of sharing, never the sentiment) | ________________________________ | ________________________________ |
Instructions:
- Set the trigger first (A1). Everything depends on it. If you cannot name a genuine EDUCATE success signal, stop — that gap closes in EDUCATE before SHARE can work at all. A shipping or payment date is not a trigger.
- Time the ask to the customer, not the calendar (A2). Find the window when the win first lands; ask inside it. Too early and there is nothing to share; too late and the impulse is gone.
- Build the review row before the referral row. Reviews are the highest-volume output and teach you cheaply where friction lives. Fill section 1 fully before section 2.
- Write the ask as one specific question (A4), then kill the friction (A5, B4). Reduce the path from “yes” to “done” to a single action.
- Make the incentive choice deliberately (section 3). Weigh volume against brand for each row, and hold the line: incentivise the act of sharing, never a positive sentiment.
- Check redemption is genuinely easy (B5). A reward buried behind conditions costs more trust than the referrals it buys.
- Review across each row. Trigger, moment, channel, ask, mechanism, incentive should back each other up, not contradict.
Feeds: → the advocacy spiral — advocates and qualified referrals re-enter the framework at HOOK as warm, pre-trusted prospects; request-to-completion, review-to-conversion lift, and verbatim customer language flow to REFINE and your Foundation.
Source: 4.3-share.md · Prompt: prompts/Share.md · Procedure: the SHARE SOP