Today’s guest is Ali Ahmed, the director of thought leadership at Fidelity. We discuss with Ali the work he is doing at Fidelity leading a team of thought leaders, two of the audiences they focus on, and the modalities used to help people along their financial journey that is often not a straight line. Ali has a strong background in experience design that he incorporates into the content they create.  We discuss the techniques that carry over, how to put the user at the center of the journey, and ways to avoid overwhelming the user. Three Key Takeaways: When creating thought leadership makes it impactful in a way that will inspire people to action. Thought leadership that focuses on the experience of the user is better than content that overwhelms the user with data. Thought leaders need to understand when and where to insert themselves into the conversation.