Join us as we reflect on the five-year journey of the University of Groningen's Open Education initiative. Listen to an honest assessment of our transformation from a 'build it and they will come' approach to a more audience-centered strategy, introducing open educational resources as solutions for specific educational needs. Gain insights about the importance of aligning with audience needs, and learn actionable lessons for your own institution. We to spark collaborative ideas to advance Open Education across diverse educational contexts.