Why Non-Developers Are Building Better Software Than You Think

Jose Duarte is a performance marketer with 15 years in finance and mobile apps who had no software development background. When his company gave its team an open-ended challenge to just figure out what AI could do, Jose ended up building a production web app connected to the Meta API, a full iOS app, and a custom multi-agent development workflow in Claude Code. In this conversation, we get into how he structures agents, why metaphors and analogies unlock better results from LLMs, and what it actually looks like when a non-developer builds real software with AI tools from scratch.