This introductory chapter aims at giving an overview of the pervasiveness of the second-person pronoun across genres, from advertising and political slogans to Twitter via ‘you narratives’ as literature too has taken its ‘you’-turn. Starting from a linguistic template based on face-to-face interactions and adapting it to make it fit written narratives, the chapter offers a theoretical modelling of the possible references of ‘you’, given the degree of congruence between form and function, that could apply to both fictional and non-fictional texts. The pragma-rhetorical approach adopted here foregrounding the author–reader channel allows to transcend the divide between ‘you narratives’ and other genres using the pronoun that the literature has tended to keep separate. It highlights the ethicality of the second-person pronoun as readers are brought to negotiate their relation to the pragmatic effects of ‘you’ in the wide variety of texts investigated in the following chapters. The model that is designed in this chapter gives pride of place to the flesh and blood reader and her potential self-ascription as addressee even in cases where there is only an ‘effect of address’.