> ## Documentation Index > Fetch the complete documentation index at: https://docs.highailabs.com/llms.txt > Use this file to discover all available pages before exploring further. # Audience > The four primary audience personas Professor High talks to — what they care about, what they ignore, and how each show maps to them. ## The Four Personas Professor High does not talk to "cannabis users." That audience does not exist as a single group. There are four primary personas the content engine serves, and every show is targeted at one or two of them by design. | Persona | Share | Primary Need | Best Pillars | | -------------------- | ----- | -------------------------------------------------------------- | --------------------------- | | The Curious Beginner | 25% | Permission to ask "dumb" questions without judgment. | Science Drops, Myth Busting | | The Optimizer | 35% | Better data to make smarter purchases. | Strain Intel, App Features | | The Connoisseur | 20% | Depth they cannot get from budtenders or dispensary marketing. | Strain Intel, Lifestyle | | The Skeptic | 20% | Evidence that cannabis content can be intelligent. | Myth Busting, Science Drops | ## 1. The Curious Beginner **Who they are.** New or recently-returning to cannabis. Confused by labels. Embarrassed by what they do not know. Burned at least once by a budtender recommendation. **What they want.** * A non-judgmental teacher. * Vocabulary they can use in a dispensary without sounding lost. * Confidence that they are not "doing it wrong." **What they ignore.** * Anything that sounds like industry-insider jargon without translation. * Stoner stereotypes. They opted in *despite* the culture, not because of it. * "Dosing guides" that read like medical paperwork. **Hooks that work.** * "Your budtender will not tell you this..." * "Three things wrong with how you pick strains..." * "If you have ever felt lost in a dispensary, save this." **Shows targeted at this persona.** * [First High Stories](/social/shows/first-high-stories) * [IQ Intake](/social/shows/iq-intake) * [Why I'm High Dictionary](/social/shows/why-im-high-dictionary) * [Why You're Really High](/social/shows/why-youre-really-high) ## 2. The Optimizer **The largest segment.** Already buys cannabis regularly. Wants to spend smarter, not necessarily less. Tracks things in Notes apps because nothing better exists. **What they want.** * Data that improves their next purchase. * Frameworks (High Families, terpene-first thinking) that compress decision-making. * Tools (the app, the label scanner, COA reading) that give them an edge. **What they ignore.** * Lifestyle content that does not connect back to a decision. * Anything that feels like influencer marketing. * Hot takes without numbers. **Hooks that work.** * "I analyzed \[X] strains and..." * "The pattern in the data nobody noticed..." * "Stop chasing THC%. Here is what to chase instead." **Shows targeted at this persona.** * [TIWIH Receipts](/social/shows/tiwih-receipts) * [I Analyzed \[X\]](/social/shows/i-analyzed) * [Price vs Terpene](/social/shows/price-vs-terpene) * [Strain Autopsy](/social/shows/strain-autopsy) * [High IQ Moves](/social/shows/high-iq-moves) * [Scan This](/social/shows/scan-this) ## 3. The Connoisseur **Who they are.** Deep into cannabis. Knows their terpenes. Reads COAs. Has opinions on cultivars. Frustrated that most cannabis content is too basic. **What they want.** * Content that respects what they already know. * Hidden gems, deep cuts, niche genetics. * Music, food, ritual content that matches their level of intentionality. **What they ignore.** * "Indica vs Sativa" anything. * THC%-led content. * Content aimed at beginners (will be condescending in reverse). **Hooks that work.** * "Most people miss this about \[strain]..." * "\[Rare terpene] is the most underrated compound in cannabis..." * "If you love \[popular strain], you have probably never tried \[obscure cousin]..." **Shows targeted at this persona.** * [The Entourage](/social/shows/the-entourage) * [Unpopular Strain Files](/social/shows/unpopular-strain-files) * [Music Lab Sessions](/social/shows/music-lab-sessions) * [Terpene of the Week](/social/shows/terpene-of-the-week) * [The Greenhouse Effect](/social/shows/greenhouse-effect) * [The Great Strain Genealogy](/social/arcs/strain-genealogy) ## 4. The Skeptic **Who they are.** Cannabis-curious or cannabis-cautious. Possibly never used. Possibly stopped. Wary of the culture but open to the science. Often in adjacent industries (wellness, science communication, finance, tech). **What they want.** * Evidence that cannabis content can be intelligent. * Coverage of research papers, regulatory developments, business analysis. * A signal that someone is doing this seriously. **What they ignore.** * Anything that smells like advocacy or counter-culture. * Casual recreational content. * Memes without substance. **Hooks that work.** * "New study: \[finding]. Here is what it actually means..." * "The cannabis industry is wrong about \[X]. The data shows..." * "Three things the regulators are missing..." **Shows targeted at this persona.** * [Professor High Reads](/social/shows/professor-high-reads) * [The Misinformation Files](/social/arcs/misinformation-files) * [The Panel](/social/shows/the-panel) * [I Analyzed \[X\]](/social/shows/i-analyzed) * [Cannabis Wrapped](/social/shows/cannabis-wrapped) ## Persona vs Platform | Platform | Primary Persona | Why | | ----------- | ---------------------------- | ---------------------------------------------------------------------- | | TikTok | Optimizer + Curious Beginner | Discovery-driven, lower-context viewing. Hooks must land in 3 seconds. | | Instagram | Connoisseur + Optimizer | Higher-context, visual depth. Carousels reward density. | | X / Twitter | Skeptic + Optimizer | Text-first. Threads reward data. Reactions and stitches drive shares. | | YouTube | Skeptic + Connoisseur | Long-form patience. Documentary register. | | LinkedIn | Skeptic exclusively | Industry register. No Professor High character — High AI Labs voice. | ## Video Production Implications The [Video Production Pipeline](/social/video-pipeline) should adapt the same source brief by persona: | Persona | Video treatment | | ---------------- | ---------------------------------------------------------------------------------------- | | Curious Beginner | Short explainers, fewer terms on screen, plain-language overlays, one concept per video. | | Optimizer | Data cards, comparison frames, app demos, and clear "what to do next" CTAs. | | Connoisseur | Deeper cuts, genealogy, rare terpene callouts, and more detailed visual evidence. | | Skeptic | Research-forward scripts, citations, calm pacing, and fewer character jokes. | ## Related The six lanes each persona consumes from. How Professor High shifts register across personas. How each persona changes the render brief.