— Frederick S. Leichter is the Chief Customer Experience Officer at Fidelity Investments. Given his title, you might have expected him to be a firm supporter of the idea that the customer’s experience should be at the heart of any new project. To read this HBR piece, How Fidelity Used Design Thinking to Perfect its Website, you’d be forgiven for thinking otherwise. Nonetheless, after working on an experimental project with some students at the d.school program at Stanford University, Leichter and his team were encouraged to approach their work differently. “We now begin projects with customers, to incorporate their thinking earlier and more effectively,” he writes. So let’s give the man his due. Clearly, experiencing design world techniques and ideas has made a difference to how he thinks about approaching business. Whether you call that design thinking, design, or something else altogether, this outcome can only be good for the design community at large—and customers everywhere.