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Companies extending their individual contributor career tracks is a fairly new development in our field and when people ask “what does that title mean?” the answer has always been “well it depends”. And it does. In this opening talk we will talk about all the things this role can be, the things it is definitely not. We will talk about how to navigate its many facets, how to know if you are being effective and look ahead to the day of amazing talks on how to be successful.