Experiencing Thought Leadership | Ali Ahmed

Experiencing Thought Leadership | Ali Ahmed

Using experience design in thought leadership

An interview with Ali Ahmed about putting the user at the center of the experience.


How do you make thought leadership ideas accessible so that people understand them quickly?  It is one of the essential tasks of a thought leadership practitioner. They must make the invisible, visible.

Today’s guest is Ali Ahmed. Ali is the Director of Thought Leadership at Fidelity Investments and leads a team of thought leaders within the company. He has a strong background in experience design that he incorporates into the content they create.

Ali and Bill discuss the intersection of thought leadership and experience design. Bill asks how Ali weaves fact and evidence with storytelling and in what ways Ali avoids to create the emotion response to call to action.

They examine two of the audiences the thought leadership team focuses on. And Ali explains the modalities used to help people along their financial journey that is often not a straight line.  Afterwards, they talk about how these techniques ensure the user is at the center of the journey. Finally, Ali explains what they do to avoid overwhelming the user and make their work more accessible to their audience.

Three Key Takeaways

  • When creating thought leadership, make 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.

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