The Advice-centric Experience™
Cetera Goals
1. Advance the ACE concept
2. Simplification
3. Create our culture and model our behaviors
What do we focus on the get there?
Pragmatic is primary, Less is more, Context matters, Encourage action
The voice that supports this is...
Simple, Succinct, Supportive, Confident, Clear, Casual
Evolution of content will take a measured, gradual approach (V3+)
The goal is to only publish content that is maximally useful to the individual user based on:
• Who the user is
• What the user needs
• Where the user is in their journey / service offering

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