A method, system and computer-usable medium for performing cognitive computing operations comprising receiving streams of data from a plurality of data sources; processing the streams of data from the plurality of data sources, the processing the streams of data from the plurality of data sources performing data enriching for incorporation into a cognitive graph; defining a cognitive persona within the cognitive graph, the cognitive persona corresponding to an archetype user model, the cognitive persona comprising a set of nodes in the cognitive graph; associating a user with the cognitive persona; defining a cognitive profile within the cognitive graph, the cognitive profile comprising an instance of the cognitive persona that references personal data associated with the user; associating the user with the cognitive profile; and, performing a cognitive computing operation based upon the cognitive profile associated with the user.