Social software pioneer Gina Bianchini teaches how to deliver impact on the community in her new book Purpose: Design a Community & Change Your Life – A Step-by-Step Guide to Finding your Purpose and Making it Matter.

Self-help literature is not my go-to genre. Why should I take into consideration advice from random self-appointed experts? Who has enough authority, experience, and respect to give me instructions on navigating my life? Reading the Purpose author’s profile has fundamentally changed my attitude. I needed to consider specific suggestions from a person who has something I aspire to have. 

Backstory: As a typical Gen Z ambassador, digital connoisseur, and social media enthusiast, I conscientiously followed the news about Internet technology ever since my parents brought home their first desktop PC. I enjoyed creating mood boards on Polyvore and playing Zoopaloola on ICQ. I signed up for Facebook. I got an iPhone for my 15th birthday and joined Instagram-mania in 2015. Then, I came over to Gina Bianchini’s interview with Vanity Fair’s contributing editor, Bethany McLean. The conversation took place just after the launch of Mighty Networks in 2017. Gina, the CEO, and founder of Mighty Networks, explored possibilities of implementing deeper networking into the homogenised world of social media. Once her platform was ready, Gina developed a unique framework for aspiring community hosts seeking mentorship in managing their online spaces. By 2021, Mighty Networks has surpassed the 10,000 user milestone. The community was growing. This is what Purpose is all about – effective marketing.

I recommend this book – especially its first chapter – to people working in social media. Take a brief history class on personal computer and social software development. Witness the moment Apple Computer was born. Experience the tech boom of the late 1990s: The first user-generated content, the start of Friendster, Myspace, and LinkedIn, and the Rise of Marc Zuckerberg. Familiarize yourself with cryptocurrency. Find out more about the launch of the newsfeed and the implementation of the first Facebook algorithm. 

We slowly transition from history to philosophy as the second chapter begins with an existential question: What is the meaning of life? According to Gina, ‘people aren’t meant to survive simply.’ They all have a higher purpose in life. Are they? As Dr. Theo Tsaousides mentions in his book Brainblocks: Overcoming the Seven Hidden Barriers to Success, there are two types of achievers: chasing dreams and avoiding nightmares. Put, ever-evolving individuals who are constantly working their way up the career ladder and those who are easily pleased and already satisfied with the way things are. Please take a closer look at my ex-door neighbor Serge. His perfect evening consisted of a large bowl of homemade dumplings and two hours of TV reality shows before bed. He would bury his face in the pillow afterward, sleep for a socially acceptable eight hours, wake up, go to work, and repeat this activity the following day. He didn’t have any particular dreams. He didn’t aspire to go to the Moon, run a marathon, build his business empire, have a big family of five, or even try every ice cream flavor available on Earth. Serge’s usual answer to any mildly crazy idea was, ‘Why should I bother?’. I’m sure you’ve all encountered folks like Serge at some point. What is his higher purpose? The question remains unanswered. 

What I love about this book is the emphasis on a person’s need for clearance. Get rid of everything that may destroy you: electronics, sounds, people—free space for new opportunities by eliminating toxic and distracting elements in your life. Dive deep into subconsciousness. Purpose forces you to answer uncomfortable questions and confront your harshest critic – yourself. 

The more I read, the more I realized that Purpose is a carefully designed strategic tool to share an author’s biography while promoting her business to the masses. Gina Bianchini shares useful managing templates and uses extensive testimonials from happy customers as examples. The power of social proof is unmatched. This book isn’t necessarily about finding a purpose. It is about channeling your time, energy, and resources in the right channel to gain more benefits. It’s about effective project management.