How to finish the sentence "I am the ___ for ___"

Finish this sentence: I am the ______ for ______.
Your whole personal brand lives in those two blanks, and most founders can't fill them in without rambling.

Get it right and every content decision gets easier. Get it vague and nothing you post quite lands, because you never decided who it was for.

The sentence

It looks almost too simple. That's the point.

I am the attorney for professional basketball players. I am the leather expert for people who love women's handbags. I am the creative director for founders who refuse to look like everyone else. Two blanks, one clear person, one clear thing.

The who is a specific person, not "everyone who wants better content." The what is something you can actually own, not a category five hundred other people also claim.

Why it's harder than it looks

When I ask founders to finish the sentence, the first try is always too broad. "I help brands grow." Who's the person? Which brands? Grow how? It sounds safe, but safe is invisible.

The fear is that narrowing it down loses you people. It's the opposite. The tighter the sentence, the more the right person feels like you're talking to them and not to a room. You can always serve more than the sentence says. But the sentence is what makes someone stop and think, "That's me" .

It took me a long time to land on mine. Not because the words were hard, but because they forced me to decide who I actually wanted to work with, and admit who I didn't.

How to find yours

Start with the who. Picture one real person you want as a client. Not a market. A person. What do they do, what do they want, what are they tired of?

Then the what. What do people come to you for that they don't get elsewhere? Not your job title, the thing. "Creative director" is a title. "The one who makes founders look like nobody else" is a position.

Write ten versions. They'll all be bad at first (mine were). Keep cutting until one makes you slightly nervous, because it's specific enough to exclude people. That nervous feeling usually means it's right.

What changes once you have it

The sentence becomes a filter. Every content idea gets one question: does this serve my who, and does it sound like my what? If yes, make it. If no, drop it. No more posting just to post.

It also makes it easier for you to talk about. People can only recommend you if they can repeat what you do in one line. Give them the line.

If you want help finding yours, that's a good thing to bring to an intro call. Sometimes the sentence is obvious to someone outside your own head.

Once you have the sentence, the next question is how it shapes everything you make: What a content system actually is →