---
title: "Bonus design for continuity"
description: "Keep customers paying by pairing a when with a what."
canonical: https://tomsharman.com/bookshelf/100m-lost-chapters/bonus-design-for-continuity/
updated: 2026-11-03
---

# Bonus design for continuity

> Keep customers paying by pairing a when with a what.

Alex Hormozi's framework, from $100M Lost Chapters, pp. 72 to 132.

Framework 9 of 14 from [$100M Lost Chapters](https://tomsharman.com/bookshelf/100m-lost-chapters/index.md) by Alex Hormozi. Category: Offers and pricing.

## The steps

1. **Pick the when.** A delay after a number of payments or a milestone the customer achieves.
2. **Pick the what.** A one-time bonus, a variable bonus or a lifetime upgrade.
3. **Announce and label.** Tell them what is coming, give them a new status label and celebrate it.

## Where it comes from

From chapter: Section C: Advanced Offer Stacking, pp. 72–132

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-lost-chapters/bonus-design-for-continuity.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-lost-chapters/bonus-design-for-continuity-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-lost-chapters/bonus-design-for-continuity.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/100m-lost-chapters/bonus-design-for-continuity-dark.png