Everyone is now building. Alongside the traditional developers who have always been your audience sits a fast growing group of citizen builders: the designer shipping straight to production, the analyst assembling internal tools without ever opening a terminal, the PM wiring three APIs together between meetings. They reach for the same products and judge them on completely different terms. Meanwhile the traditional developer has gone nowhere and still wants exactly what she always wanted. One persona cannot hold both groups, and treating them as one is how messaging ends up serving neither. This session maps the full range, from traditional devs through to citizen builders and the people moving between the two, and covers how to act on it without tripling your content workload. Key learnings: - A persona map spanning traditional developers, citizen builders and the overlap between them - How to size the real mix in your own user base rather than guessing at it - Where the two groups need genuinely different messaging, and where one message still serves both