When we talk about the process of referral, we focus around two kinds of people: advocates and friends. Advocates share their referral link with friends who click through to check out the brand or product.
Because there’s so much overlap between advocates and friends—where so many advocates started as referred friends and so many friends will become advocates—it’s easy to conflate the two. We think of advocates and friends as basically the same person and we design referral funnels....