Contents · Playbook 2027
Part 2 · Your system · Chapter 2
Who you're here for
Name your purpose and the people you want to help. Everything else follows from it.
5 min readBy Ryan Hertel (heyitskenton), Socialocca2027 edition · reviewed October 2026
Before platforms, formats or posting schedules, there's a simpler question: who are you here for, and what do you want to do for them? Every good decision later in this playbook comes from the answer.
Pick a person, not a crowd
"Everyone" is not an audience. When you try to speak to everyone, you end up interesting no one in particular. Picture one real kind of person instead: what they're trying to do, what's in their way, and what they'd thank you for.
Specific
- Small bakery owners who want more weekday orders
- New streamers who are nervous on camera
- Dog owners in Austin with reactive dogs
- Freelance designers pricing their first projects
Too broad
- Anyone who likes food
- Gamers
- Pet lovers
- Creatives
Being specific doesn't lock you in or shrink your reach. People outside the description still find you; they just find someone who clearly knows who they're for, which is more convincing than someone talking to nobody in particular.
Name what you help with
Your purpose is the change you want to make for that person. It can be practical (teach them a skill), emotional (make their commute better), creative (show them something beautiful) or social (give them a place to belong). Most good accounts do a mix, but one usually leads.
Two illustrators both post their process.
The first wants to teach: their videos explain brush settings and composition, and the audience is beginners who'll buy their course.
The second wants to delight: their videos are calm, satisfying time-lapses, and the audience is people who'll buy prints and commission portraits.
Same subject, different people, different offers, different videos. Purpose decides all of it.
Your turn
Saved in this browser only. It all comes together in the last chapter.
Your turn
Saved in this browser only. It all comes together in the last chapter.
Make sure it's something you can keep doing
The best purpose is one you'd still care about after a year of posting about it. If the topic only works when you force enthusiasm, it'll show, and it'll wear you out.
Check your purpose
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