Ali is an entrepreneurial leader and was running successful side hustles in his early teens. He began his professional career in research at Ipsos-Mori, before moving client-side to build and lead a team with an expanding remit ranging from marketing and proposition development to innovation and business strategy. Over the last 20 years he has developed a comprehensively effective approach to strategy that he now uses to explore consumer behaviour and decision making at Google, where he is a highly rated and regular speaker on these topics. He is the lead author of various Google publications, including ‘Decoding Decisions - Making Sense of the Messy Middle’ (the most read publication Google have ever published). Recently active in the start-up space as an advisor, he is deeply passionate about, and finds immense gratification from mentoring, and is super-proud to still maintain rewarding and ongoing relationships.