Most developer programs are built backwards. A tool gets shipped, a community gets spun up, documentation gets written and only then does someone ask who it's actually for and what success looks like. The result is activity without traction, and investment without return. This session takes a different starting point. Before you build anything, you need clarity on two things: the audience you're trying to reach and the business outcome you're trying to drive. Get those wrong - or let them drift apart - and even the most well-resourced developer program will underperform. What you'll learn: - How to define and segment developer audiences in a way that actually shapes program design - not just persona documents that sit in a deck - A framework for mapping program activities to specific business goals, so every investment has a clear line to measurable outcomes - How to audit an existing developer program against audience and goal alignment - and where the gaps most commonly hide