4xi's Simon Elliot and Ed Snowden join this discussion on winning better, retaining better business hosted by Social Sales Link - an organization focused on leveraging LinkedIn for your growth activities and success. TRUE NORTH© is 4xi's Strategic Partnerships & Growth Learning Academy built upon the principles of transforming behaviors and creating a growth culture - everyone sells, and every action, each step, and every perception is critical as you build long-term, mutually beneficial partnerships from Purpose, Mission, Vision, and Values to differentiation, and how to effectively compete in business today. Simon and Ed step the audience through some of the most important principles of the TRUE NORTH© philosophy built from many years of experience in Strategic Account Management including winning better and retaining better business. This is a fascinating conversation around the many different facets of being successful in your growth and retention efforts. WATCH AND LISTEN TO THE CONVERSATION HERE: "Back to the fundamentals that go back to the beginning of humankind - you don't catch Rainbow Trout mid-day, in the middle of the Atlantic, using nets - the wrong tackle, the wrong bait, in the wrong place, and at the wrong time." Simon Elliot. TRUE NORTH©: Strategic Partnerships Organizational Learning & Leadership Academy Supporting organizations and teams to win better, retain better business through strategic partnerships and development: MARKET MATCH©: Our proprietary process of identifying ideal client characterization, ideal client profiles, and target lists. STAR PAGE: We take clients through a process of condensing down your value proposition into a STAR PAGE summary which forms the foundation of your go-to-market approach. Easy to understand, jargon-free, consumable, and easy to articulate. LEARNING ACADEMY: Extensive 6-module virtual or in-person learning academy on the foundations of build a Strategic Partnerships culture. PARTNERSHIPS SUMMIT: Structured processes for existing or new partnerships to get on the same page and aligned to mutual success. STRATEGIC ACCOUNT MANAGEMENT & DEVELOPMENT: Our team of Strategic Account Management professionals will help, support and implement your structured SAM approach, and provide ongoing support, coaching, and measurement of success. "Deep, honest, self-reflection is of critical importance in every aspect of business no less so than in assessing your own competitive position but also the strengths and weaknesses of your own portfolio performance." Ed Snowden. Thanks to Brynne Tillman and Bob Woods, and the entire Social Sales Link Community - Thank you! To learn more about how TRUE NORTH© can help transform your organization's growth and retention performance, or to connect with Simon or Ed, you can reach them at hello@4xiconsulting.com Our Strength is in the Power of Our Collective 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side creating an impact on the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy, whether client, employee, or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy, Design & Operations TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Philadelphia | Seattle | Silicon Valley | Dallas | Santiago | Lisbon | London | Tokyo

Last week’s #GlobalHangout was co-hosted by Transition AMP and 4xi Global Consulting & Solutions, chaired by Jackie Cupper, and moderated by Karen Turton. Guest speaker, 4xi's Customer Experience Officer, Tony Johnson discussed how standards and processes protect your customer experience and brand standards. Here's some of his pearls of wisdom: "I believe that everyone should work in a restaurant for a month to hone their leadership, service, and attention to detail." - Tony Johnson My time in the retail and hospitality spaces are foundational moments for me where I learned to handle stress, take care of people, and keep things clean! And those were just the skills I learned at 16 years of age as the top tier drive-thru attendant at the Decatur, Indiana Taco Bell. Organizations that win with customer experience have come to see that without systems, accountability, and process, there can be no sustainable CX culture. "Friendly teams that cannot deliver quality become nice people delivering mediocrity." The key is to see experience as an intersection of touchpoints that deliver loyalty -building guest moments – and it comes down to who, what, where, and how. We can label these People, Place, Product, and Process – and they are key drivers of customer experience. Notice that we are not talking about “service” but rather “experience”, as they are very different when it comes to scope. PEOPLE: The leaders and team who care for customers in person, on the phone, or via chat. PLACE: The solution for your customer’s problems. PRODUCT: Where your team meets their guests – this could be live, virtually or via A.I. PROCESS: How things get done safely and in a repeatable manner When we talk about Customer Experience (CX), it considers everything that touches customers, guests, and consumers as they interact with an organization. Let’s dig in on 5 key components of leading experience. These are crucial to not only protecting your customer experience, but the overall perception of your brand: Standards Build Consistency Standards are seen by many as limiting, but they set up the guardrails that define the “must-haves” for any brand. When an organization has the right standards in place to delight their guests, then it becomes a matter of aligning the organization around them through training and leadership development activities. But the training must be focused on what matters most, not on the whims of all organizational constituencies or silos. Too often training becomes muddled with pet-projects and factional priorities rather than aligning what customers want with employee enablement and empowerment. If you Ignore It, You've Endorsed It! I had a fantastic leader when I started my journey in management. Mark was adamant that those who worked for him knew every corner of the operation so they could understand the challenges of front line employees and use their creativity to help inspire solutions. Mark also impressed upon me that if I walked by something that did not live up to our standards, I was telling every employee that we were okay with those lapses. If we ignored a customer who appeared to need help, a dirty table of dishes, or a sticky beverage area, we were implicitly saying that it was just fine for others to do the same. "This is valuable lesson for any leader in any industry. If you don’t wear your name badge, pick up trash, talk to customers, or respect those you interact with – good luck getting anyone on your team to do those things either." Performance Management All too often, organizations let underperforming employees stick around in the wrong roles much too long. That is a fact of leadership that remains a struggle for all levels of organizations. There are two key reason why: 1. It is hard to tell people they aren’t doing a good job! 2. Leaders immediately think about termination as the only alternative! This is why regular feedback to employees is so important. Daily team conversations and monthly check-ins allow for an open communication loop that reinforces what is going well and provides coaching where improvement is needed. Every organization is primarily fueled by middle-performers (it’s just simple math) – and that requires ongoing leadership, motivation, and training. Leaders must also think about how to move team members into alternative roles where they can find success. That will require that managers know their teams and stay connected throughout their organization. You cannot understand where a team member could potentially thrive if you don’t know them and you can’t help them find new opportunities if you stay siloed inside your particular part of the organization. Employee Recognition Not all performance management is about improvement. Recognition is all about calling out the great work of team members in an intentional way that inspires them to repeat the behaviors. Recognition remains an overlooked piece of leadership responsibility and has become even more challenging when you factor in the remote and virtual work streams that have been established during the pandemic. But the basics never go out of style – the best recognition is timely, specific, and intentional. Target what you want teams to repeat, do so quickly, and then call out the behavior that is earned the praise. This makes it more likely that the team member will repeat the activity in the future. Pre-Shift Huddles are Catalysts for CX The best pre-shift huddles I have ever witnessed came courtesy of the Transportation Security Administration (TSA). When I used to fly out of Detroit Metro Airport weekly, I can remember seeing the TSA conducting team meetings during shift change. They discussed what went well and what could have been better on the last shift. They were talking about policy changes and trends in passenger flow. It was pre-shift huddle 101 and covered all the basics. These daily meetings are crucial for any business, but particularly if you are serving customers directly in a physical storefront or contact center. Getting your team aligned each day and communicating with them in a meaningful way will keep them energized with their purpose and customer focus. They also have the added benefit of getting important information out quickly to your team without having to repeat yourself a dozen or more times. You may have noticed that these are all driven by leadership behaviors, training, and team engagement. That is by design. Organizations don’t often find trouble because they have lackluster brand standards – it is more often that they haven’t translated those into actionable steps or don’t validate them in an intentional manner. There is no substitute for alignment and validation. Standards that are aligned throughout the organization are powerful – and even more powerful when leaders are visible in the business walking their dirt and coaching teams in real time. "A checklist never improved anything – but a set of brand standards in the hands of engaged leaders with a passion for people can’t help but drive success." Tony Johnson, Founder of Ignite Your Service Training and 4xi Customer Experience Consultant and strategist, lives in Central Florida, the hospitality capital of North America. He can help your organization create customer experience strategies and training with a future looking mindset. Tony has extensive experience in higher education, healthcare, business and industry, restaurants, sports and entertainment, and leisure, helping organizations: Map their customer journey and identify improvements Create, implement, and sustain their customer experience strategies and programs Create leadership development and workplace culture initiatives Implement Voice of the Customer (VOC) programs Create front line employee and leadership training programs Connect their brand vision into operational behaviors and tactics Come join the conversation! Investing in Your Customers for Your Future Success. Tony Johnson has a background in hospitality and retail management – leading large and diverse teams to grow sales and delight customers over 2 decades. He served as Customer Experience Officer for 4 years with Aramark Corporation, leading their global CX strategy and deployment for their food and facilities businesses. Tony is now the owner of Ignite Your Service Training and Strategy, where he is proud to partner with 4xi Global Consulting as CXO and CX strategist. The power of the 4xi collective allows Tony’s customer centric approach to seamlessly integrate and complement the host of other experts available to help your business thrive and inspire the future of work, together. To learn more about how Tony and 4xi can help you build your Customer Experience Journey for the future, contact Tony at TonyJohnson@4xiConsulting.com 4xi Global Workplace Consulting & Solutions provides a range of services to support Corporations, Service Providers, Innovators, and Accelerators to navigate the world of work. Inspiring the future of work, together. 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Santiago | London | Porto | Tokyo

Even the least altruistic among us agree that the nearly 50 million people who go to bed hungry every night in the United States, or 1 in 7 Americans, should be well nourished. But is the best way to help them to donate excess food? Or should a company focus its efforts on reducing waste upstream and possibly donate money to relief organizations? What's a responsible corporation to do? Since the onset of COVID, when the hungry among us soared, and many of the newly unemployed people were hospitality colleagues, the pendulum has been swinging in favor of making sure that donating food is part of the corporate responsibility platform. At the same time, companies have stepped up their efforts to reduce food waste significantly. These goals aren’t as opposed as they might seem at first, but care should be given to message the goals right, ensure good practices are in place, and the best community partners have chosen to ensure effective strategies are executed well. Where to begin? We're happy to support you with Sustainability Simplified©. Helene York is an environmental and sustainability supply chain expert, adding her talents in strategic sourcing on a global level to 4xi's capabilities. To learn more about Helene download her BIO, or you can contact Helene directly at helene@4xiconsulting.com 4xi: Inspiring a brighter future, together. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side creating an impact on the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy, whether client, employee or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy, Design & Operations Human Experience: Customer (CX) & Employee (EX) Training & Development TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Philadelphia | Seattle | Silicon Valley | Santiago | London | Tokyo

DEFINITION: cul·ture /ˈkəlCHər/ Culture is the collective customs, arts, social institutions, and achievements of a particular nation, people, or another social group. When you create a culture in your company one of the most vital pieces needed for success is the shared respect and consideration of the beliefs, tenets, and values of the collective. In support of Arbor Day, please enjoy the story that I told my grandson via Facetime, to help foster his environmental conscientiousness and a shared sense of accountability for all. Running in the early hours heals my soul and invigorates my heart and mind. The soft sound of the nearby babbling creek, with sunshine, glittering through the trees; the sun rising swiftly is always such a gift. Slowing down, I make a quick turn into a hidden wooded copse. Father Oak and his family’s whispering tones caught my ear. Padding along the pathway to the thicket where my beloved ‘other’ family lives, I give my old friend a pat and ask for his news. Father Oak has been busy chaperoning the underlings coming up through the forest floor; keeping Beulah and the Beech Belles from arguing too loudly and darling Miss Magnolia from having her Mint Julep too early in the day. The tall willowy pines wave graciously overhead as the trees chatter way. I laugh at the antics of the woods in my absence. On a more somber note, my old friend whispers that tree cutters abound; some fallen friends will need to be removed to make way for sunshine to enter the canopy and the floor below. Humans prefer a particular order it seems, not the natural decay of life. I rest my cheek against his rough bark and feel his pain. His roots speak to all here in these woods, a complex communication language of sharing and collaboration, never of harm or hurt. The fallen friends know it is their time but still, the heart aches. The trunks of my wooded family stand steadfast despite the actions unwelcomed perpetrated against them. What can I do, I ask? The story of trees needs to be shared; our presence is a reminder of all that is good. Each day we can but wake up and keep trying always to help; to be a gift to the planet even when there are fewer of us to do the work. You are always in my heart I tell my friend, and the trees always are. May I close with, that on April 29, 2022, Arbor Day, Father Oak reminds us all to take a moment to admire a tree; hug a tree, plant a tree, trim a tree, or just send your love to a tree, for without them the world would be a very sad place, indeed! Dina Wiltshire is 4xi's Strategic Partnerships & Growth lead - she works with clients who are seeking opportunities to improve, grow, and thrive. In addition to growth, Dina has a wealth of experience in a number of areas of business from leading call centers and call center design, to operations, and project management. Dina and the entire team at 4xi are here to help you drive positive change and impact. To learn more about Dina download her BIO, or you can contact her directly at dina@4xiconsulting.com 4xi: Inspiring a brighter future, together. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side creating an impact on the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy, whether client, employee or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy, Design & Operations Human Experience: Customer (CX) & Employee (EX) Training & Development TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Philadelphia | Seattle | Silicon Valley | Santiago | London | Tokyo

The classic view is that environmentally friendly practices are perceived by guests to be “cheaping out” - the opposite of luxury. As I write, I’m looking out of a third-floor window in a US hotel that seems to be stuck in another era. Janitors are erecting a mound of clear garbage bags full of single-use items including nearly full rolls of toilet paper and complimentary slippers used only once, all in full view of their guests. The only thing unusual about this practice is that they let their guests see their trash. Each year as Earth Day approaches, companies recommit to lofty environmental values, but often without a strategy or an action plan to achieve any significant or lasting change. Regulators are taking notice. In early March 2022, 175 nations agreed to begin writing a global treaty that would restrict the explosive growth of plastic pollution. The agreement commits nations to work on a legally binding treaty to improve recycling, clean up the world’s plastic waste, and impose curbs on plastics production. Measures to ban single-use plastics would logically follow. At the same time, companies have stepped up their efforts to reduce food waste significantly. These goals aren’t as opposed as they might seem at first, but care should be given to message the goals right, ensure good practices are in place, and the best community partners have chosen to ensure effective strategies are executed well. Customers are taking notice, too. Today’s travelers, restaurant patrons, and shoppers care about sustainability. Millennials and Generation Z will pay more for products and services that don’t harm the environment. According to a recent Nielson study, nearly 75% of the respondents from younger generations are willing to spend thier dollars in support of sustainable products and services. What’s ironic is that most consumers will pay more, yet most environmentally conscious actions save operators money. Improving your environmental profile with a clear and consistent strategy, then, should have a very positive effect on your bottom line. On this Earth Day, consider what you want to report to your stakeholders next year. Imagine telling your board and employees that you used significantly fewer natural resources, supported your brand identification and competitive positioning, saved money, and had the metrics to prove it. In this scenario, Mother Earth wins, and you do too. Where to begin? We're happy to support you with Sustainability Simplified©. Helene York is an environmental and sustainability supply chain expert, adding her talents in strategic sourcing on a global level to 4xi's capabilities. To learn more about Helene download her BIO, or you can contact Helene directly at helene@4xiconsulting.com 4xi: Inspiring a brighter future, together. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side creating an impact on the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy, whether client, employee or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy, Design & Operations Human Experience: Customer (CX) & Employee (EX) Training & Development TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Philadelphia | Seattle | Silicon Valley | Santiago | London | Tokyo

Today’s journey of experience is ever-evolving and that is what makes it such an opportunity for differentiation. As we move out of pandemic mode into something more familiar, we are visited by the Ghost of Christmas past. The economy has become a challenge, and we are all trying to find our way within supply chain shortages, rising prices, and staffing challenges. It’s possible we need to take a step back and ask the fundamental questions: "Why should anyone care about customer experience and how does employee experience factor in?" Because experience drives sales? It helps retain customers and employees– and that’s more cost-effective than finding new ones? Happy customers and employees recommend you and defend you in the marketplace? "If you provide great customer experiences you will find that your customers spend more and more often, that you retain customers instead of having to chase as many new ones, and that happy customers will recommend you to their friends and colleagues." All of that will help your top and bottom lines. But as most businesses are fighting for survival, they are ill-equipped to serve customers. There are struggles with recruiting that make staffing shifts a nightmare. The answer for many has been to post a sign. You’ve likely seen them. They usually read: THANK YOU FOR YOUR PATIENCE AS WE ARE VERY UNDERSTAFFED Now the funny part is that the shop where I get my hair cut has been understaffed for 3 years because the managers are mean and the pay is terrible. Why would anyone work there when they can’t post a schedule on time, manipulate their tips, and never give them their breaks? "But now they have an excuse – a crutch – a magic sign written in crayon on the front door making their incompetence acceptable." So let’s talk about the link between customer experience and employee experience – and yes, I know you have heard this principle more and more over the past 5 years. It is generally accepted that a great employee experience will lead to great customer experiences, but no one ever talks about the how and the why. There is a reason for that – most of the folks you read out there who talk about customer experience have never really led a team. And if they did it was decades ago for a small company that no one ever heard of. I’m going to share with you my tactics to improve customer experience through employee engagement. This comes from decades of leading teams, developing managers, and fixing businesses that were fundamentally broken from a people perspective. These elements are fundamental to the employee journey. Much as you can map the touchpoints your customers go through to do business with you, this is a chance to understand how employees feel about working in your business and where you might be able to take action to improve. FOCUS ON PEOPLE The foundational element of this principle is that it comes back to human beings, not robots or widgets. When you put people at the center of everything, the most amazing things are possible. That fundamental belief will give you and your team permission to think about things differently, and with intention. DO YOUR EMPLOYEES LIKE WORKING THERE? The pandemic fundamentally challenged the dynamic between employers and businesses. Employers in certain sectors didn’t treat their employees very well and certainly didn’t value competitive pay, because there were more employees than jobs. And if your organization was one people fancied to have on their resumes, chances are you took even more liberties. That led to the still present staffing shortages in hotels, restaurants, and theme parks. No one wants to work in places where you can’t get your breaks, there is no place to store your personal items, you get pestered on vacation, or never hear a thank you. There is also a premium from employees on flexibility and autonomy, as the pandemic reinforced the case that remote work can be rewarding and productive if leaders engage their teams in the right ways. GRATITUDE MATTERS That leads us neatly into recognition. Employees consistently share that they don’t feel like they receive enough recognition from their managers. A Gallup Survey reported that recognizing employees about once a week was best for engagement. That is a little depressing since a survey from Authentic Recognition showed that only about 11% of employees received that much-needed morale boost each week. Gratitude isn’t just the right thing to do, it is a business essential. What you recognize will get repeated and what better way to get your team to do the things you most want them to do. Not to mention that well-engaged employees are safer, more productive, and stay with your organization longer. MIND YOUR RECRUITMENT PROCESS How hard or easy is it for talent to apply to your jobs? There was a thought that making it easy to apply wasn’t a good thing because you wanted folks who really “want” to work there. What a short-sited approach. You want as many people as possible to be able to easily apply to your jobs so you have the pick of the best talent. Also, you need to balance a thorough interview process with what is reasonable. During the pandemic, I engaged with an employer who had a 10 interview process, background check, final panel interview, and a project as a part of the process. It felt an awful lot like a company trying to get free work. You should also be sure your ATS (Automated Tracking System) isn’t kicking qualified applicants out of your system because of resume formatting or because of system limitations. Case in point, most outplacement agencies spend an inordinate amount of time on resume formatting and keywords just to get past the bots. How much star talent are you missing out on? PRIORITIZE ONBOARDING AND TRAINING As you bring new team members on board, you have a lot on the line. This is their first interaction with the organization shows how much training is valued. This is the place to be intentional and make sure new team members get off on the right foot. That means having a plan and being able to validate where a new employee is within the process. Too often onboarding is unfocused and there is no rigor behind the new employee's journey. Think about what they need to know right away and what can be completed farther down the road. Never let new team members arrive without the basics in hand – name badge, access cards, systems access, computer, parking, and an understanding of expectations. Often the little things make a big difference here, such as introducing them to the team, touring them around the location, and pairing them up with a more senior employee to help them and perhaps even mentor them a bit as they come on board. You only get one chance to get this right and if you do, you’ll find that their initial performance and productivity are significantly better. This also applies to current team members – you must keep their skills sharp through coaching and training. So take the time to make sure they have both the hard and soft skills training they need to do their jobs. This is everything from training job duties to improving their customer service skills. Your training likely needs a dust off since most organizations didn’t put a lot of resources into development during the pandemic. Now is the time to make sure it is engaging, impactful, and easily put into action. PERFORMANCE MANAGEMENT MATTERS Once you have the right team on the ground you have to manage your team’s performance every day. When we talk about performance management, however, it isn’t just about understanding your team’s high, middle, and low performers – it is about understanding them as individuals. This requires you dedicating time to meet with your team (or ensure that your managers do so) on a regular basis. Understanding their struggles, their wins, and needs will help you build relationships that lead to higher quality and productivity – which are drivers of guest satisfaction and business health. Your regular touchpoints with your team give you a chance to establish a dialogue with them and then take action on their needs to make their lives easier at work. They will certainly pass that ease along to the customers they serve. PATH FOR DEVELOPMENT No one stays long in a dead-end job and that means providing a path for advancement (or at least change). You will have employees who are intent on advancement and want to understand the runway to make it happen. You will also have team members who may not want to move up, but still want to be challenged with interesting new work or different roles along their current level. No one’s career path is the same and that means understanding what your employees are looking for and how you can help them find the highest level of satisfaction within their chosen path. Giving regular development opportunities, training, upskilling, and reskilling are all ways to accomplish this, but they are just tools. The true measure of success here is the time you take to engage your team around what they want and create personalized plans that show them a postcard from the future. The key is to remember that people are the catalyst for your customer loyalty and your business growth. Prioritizing your team experience in a purposeful way will drive the customer experience that is crucial to your success. 4xi’s Evolving Experiences© Practice is your resource for employee experience strategies, training, and measurement. We also provide advisory services for customer experience, leadership development, and onsite coaching services. Get in touch and see how we can help you on your Evolving Experiences journey. Tony Johnson Chief Experience Officer Contact Tony today to engage him to build your CX strategy, train your front-line employees, or develop your leaders with his signature keynotes and workshops. To learn more about 4xi, you can contact Tony directly at: tonyjohnson@4xiconsulting.com 4xi: Inspiring a brighter future, together. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side creating an impact on the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy, whether client, employee, or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory Amenities, Design & Operations Customer Experience (CX) Training & Development Strategic Partnership & Growth Innovation Solutions & Support Our Strength is in the Power of Our Collective. 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

Helen York, Sustainability Simplified©, 4xi Global Consulting & Solutions As the world returns to work, many pre-pandemic assumptions are unwittingly coming back with us. We talk about how important sustainability is but, for many, it continues to be relegated to discussions about compliance, cost, and marketing - in summary, an afterthought. Alternatively, sustainability should be viewed as an untapped opportunity to drive happy customers (and employees), healthy business, and improve profits. Here are some questions to consider: Who is your sustainability lead? Someone who gathers metrics to feed into an annual report, or someone who reviews every offering with an eye toward making it more holistic, robust, and customer-focused? How do you define sustainability? As a commitment to reduce single-use plastics used by customers, or to achieve a significant reduction in overall materials usage (and cost) over a sustained period of time? Does your commitment to the UN Sustainable Development Goals (SDGs) include #12, Ensure Responsible Consumption and Production? Food waste reduction commitments are great, but only a first step: how are you using behavioral science to drive satisfying consumer choices that support an overall goal of using fewer resources to begin with? "There is an increasing generational concern - even anxiety - around preserving natural resources and ensuring social responsibility." Millennial and Generation Z consumers will pay more for products and services that don’t harm the environment, and they want to work for companies with a similar commitment, yet the vast majority of operators view environmentally conscious actions and purchases as driving up costs rather than driving value which, in so many cases, would actually save them money. A sustainability strategy, and focus, is a path to increasing your value to consumers, increasing sales, and your profits, as well as reducing your costs to serve. How can 4xi help you turn your ESG goals into a reality? Helene York Sustainability, Supply Chain, Innovation Leadership in Sustainability and how through Supply Chain and Innovation, organizations can make better decisions and drive impact.​ To learn more about Helene download her BIO, or you can contact Helene directly at helene@4xiconsulting.com 4xi: Our strength is in the power of our collective 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side creating an impact in the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy, whether client, employee, or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy, Design & Operations Human Experience: Customer (CX) & Employee (EX) Training & Development TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

The Law of Jante was originally created in fiction by a Danish-Norwegian author, Aksel Sandemose. It has its detractors, but the essence is based on honorable foundations. There are essentially ten rules of Jantelagen, but for the benefit of this writing they mean the same thing; do not think, nor put yourself above anyone else and do not think you are better than anyone else. Humility comes to mind here! An interesting notion in a world where individuality and selling oneself and your skills is paramount to standing out in the crowd. Or, in the case of corporations; creating powerful marketing campaigns to draw attention to their products and services. The truth boils down to collective, collaborative, community, and team. Our strength is in the power of our collective! To truly achieve this, we must each put aside our own ego’s and embrace the notion that everyone is bringing goodness to the table. This notion is not new but the foundation of Jantelagen provides an instrument for executing it – humility! When we look at team training, collaborative selling, collective ideation and joint partnerships and ventures, we begin to see a change in how the world is moving towards Jantelagen. When we, as individuals’ or corporations, see ourselves as part of the collective achievement and focus on our concerted contributions rather than individual brilliance, we begin to move towards this humble, yet noble mind set. Perhaps then Jantelagen is about listening to others and giving them grace and honor before talking about yourself and your achievements; Jantelagen is valuing team and community and celebrating the achievements of all not one. Jantelagen is important to business because it allows us to put our teammates, co-workers, leaders, customers, vendors, providers not ahead ourselves but ‘with’ ourselves. When we remain humble, we retain dignity; when we remain caring, we retain strength under fire. If you really want to be known as the company to do business with, consider how to become a bit more Jantelagen! Dina Wiltshire is 4xi's Strategic Partnerships & Growth lead - she works with clients who are seeking opportunities to improve, grow, and thrive. In addition to growth, Dina has a wealth of experience in a number of areas of business from leading call centers and call center design, to operations, and project management. Dina and the entire team at 4xi are here to help you drive positive change and impact. To learn more about Dina download her BIO, or you can contact her directly at dina@4xiconsulting.com 4xi: Inspiring a brighter future, together. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side creating an impact on the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy, whether client, employee or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy, Design & Operations TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Philadelphia | Seattle | Silicon Valley | Dallas | Santiago | London | Tokyo

Coaching and leading are most often about asking the right questions and about tenacity when it comes to understanding. This kind of detective work not only drives understanding but often uncovers unanswered questions. At 4xi we believe in digging beneath the surface and we are inspired by the unlimited possibilities of curiosity and imagination. Simon Elliot, Managing Partner at 4xi, and Tony Johnson, Chief Experience Officer both have a soft spot for literary detectives and their observational exploits. They each have a favorite and they believe that their particular styles – although fictional in nature – have relevance in real-world leadership, consulting, and execution. So, let’s begin with Simon and his love of the television detective Columbo. Simon is famous for beginning sentences with “forgive this Columbo question,” but it never fails to elicit a deeper level of reflection. Just one last question… For those of you old enough to remember Columbo, he was a somewhat scruffy, ruffled-haired, always mackintosh-wearing detective of the Los Angeles Police Department. Over 10 seasons, and 69 episodes, Peter Falk played this unlikely character who drove a clapped-out old 1959 Peugeot 403 convertible, and with his beloved Basset Hound solved the most unlikely crimes of mystery and murder. Now, it wasn’t always the most sophisticated of television, however always good entertainment but Columbo had this knack of asking what to most might seem obvious questions, the “Columbo Question”. The thing is, as per 4xi’s TRUE NORTH© principles of listening, learning, and understanding being the foundations of problem-solving, the same apparently applies to solving crimes, and the lesson learned from Columbo – If you don’t know the answer to a question, then there is never such a thing as a bad question, and even if for some the answer may seem obvious, if you’re vested to solve the problem then you need to know. In life and business, it's easy to make assumptions, but it’s the hard facts that reveal the truth, and beyond research, and of course doing your homework, asking questions is imperative to avoid the well-known phrase of the impact of ASSUME. Columbo always saved his “killer questions” typically as he was just about to walk out of the scene, and often taking the prime suspect off guard, and his, “just one last question before I go…” routine was always the highlight of the show. Sometimes these questions would sound innocuous, like: What time does the ballpark open its gates? Isn’t the Peugeot a Diesel engine on the 59? Or what time was sunset last Friday? In business, it’s like asking some of these questions: What’s your core business (think Mcdonald's as an example of how this isn’t always obvious) What is your Purpose, your Mission, Vision, and Values? You say you want to double revenues in the next 5 years, what does that mean? Explain how you’re bringing your people-first strategy to life? How are you going to deliver your commitments to ESG? Tony, on the other hand, is a fan of Agatha Christie and the observations of the great detective Hercule Poirot. As a long-time veteran of the hospitality spaces, Tony is known for his boots-on-the-ground approach to coaching and training, much like our fictional detective Hercule Poirot liked to be in the thick of the action when investigating a case. Poirot is a bit more on the obsessive side, but no less effective than Columbo. He takes observational analysis to a different level, much in the vein of Sherlock Holmes or Adrian Monk. Poirot was a master of details. He looks deeply and from alternative points of view. That is a key attribute for a leader or a business owner as that is where success lies. It is rarely the large ticker-tape parade moments that make or break an organization, it is the boring day-to-day execution and processes of a business that drives success or failure. When you look at things through the lens of customer + employee experience it becomes about the intentional details that others choose to ignore which can set you apart. This is reminiscent of the painstaking way in which Poirot looked at the details – if you have seen the most recent Kenneth Branagh version of Murder on the Orient Express, you see this in the way that the famous detective agonizes over his breakfast and the size of his eggs. Painful, but allows him to see the world in a different way. He connected the dots. Poirot was nearly magical at making connections and aligning seeming disparate thoughts into a coherent narrative. That is because he had a wealth of experience from his life that he cataloged away and pulled out as needed to make leaps of understanding and draw logical inferences within his cases. That is not so different from leaders who learn both from success and failure – and every experience they have had in between. The sum of our experiences is really where the ability to lead and coach comes from – extrapolating them into a framework of understanding, helping us make even better decisions as our journey progresses. Being able to see what is happening in your business and translating that into action separates all-star leaders from ineffective managers, just as it separates the local authorities from Poirot in many novels. He followed the evidence. While not easy, our intrepid detective collected facts, interviewed witnesses and followed the evidence wherever it led. Even if you have just seen the two most recent movies, you’ll note that in Murder on the Orient Express he ended up implicating nearly everyone on the train, and in Death on the Nile, he even has suspicions about his friend Bouc for a moment in time. This is important because so often leaders must make tough decisions – and often need to do so based on data, not emotion or anecdotal evidence. One of the biggest challenges for large organizations is turning insights into actions. That is to say, putting survey data and consumer trends to work rather than letting them rot in a desk drawer. This is also a lesson that not all our ideas will be good ones – and that’s okay. When you follow the evidence (or the data) you can react to what is happening in real-time and work to build a predictive rather than reactive approach to decision making. Both Columbo and Poirot had several other attributes worth honorable mentions as well – they were both great listeners and could read body language and the slightest giveaway signals. They both had a commanding (yet quiet) presence and weren’t afraid to ask the hard (and the dumb in the case of Columbo) questions. All attributes of effective leaders and business owners. Tony and Simon have spent a lifetime working with organizations to help them improve the overall experience of their teams, customers, and clients. The tactics they shared above not only served these two fictional detectives well but are also a cornerstone of their perspective when it comes to working with businesses around the world. It isn’t a mystery that great business execution takes attention to detail, fearless questioning, and a willingness to follow the data to the most successful course of action. This is why these two fictional heroes continue to inspire us today. Contact the Authors! Tony Johnson Chief Experience Officer (CXO) tonyjohnson@4xiconsulting.com Simon Elliot Managing Partner & Co-Founder simonelliot@4xiconsulting.com Our Strength is in the Power of Our Collective 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side creating an impact on the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy, whether client, employee or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy, Design & Operations TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Philadelphia | Seattle | Silicon Valley | Dallas | Santiago | Lisbon | London | Tokyo

At 4xi we believe in the spirit of entrepreneurship, freedom of expression, creativity, trying new things, and new directions. We’re curious by nature, and continually learning, we encourage and support all of our team in their various creative endeavors. We believe in challenging the status quo, the power of human potential, and being the best, you possibly can be in all that you do. From authoring books, to writing and recording music, indoor agriculture, to pet projects, supporting good causes, and volunteerism, each team member has their own passions and at 4xi we do what we can to help, encourage and support them. Tony Johnson is 4xi’s Chief Experience Officer and beyond his extraordinary skills and experience leading our Evolving Experiences© practice with Employee and Customer Experience, Tony is a man of many talents. For those who have been fortunate to see Tony on stage with his keynote speeches, those that have read his CX books, to his BLOG posts, or listened to his Podcasts, it may come as no surprise that beyond his prowess in the kitchen, he is a qualified drone pilot but also a budding mixologist and pursuing his dream of publishing his own Cocktail book one day. From his own takes on classics such as the Vesper Martini to his twist on the Dark & Stormy and Manhattan, Tony’s labor of love is a work in progress, almost 2 years in, and as he gets ready to turn his recipes into a printed book, we support him. Here are two of Tony's current favorites: The Vesper Martini The Vesper Martini (or the James Bond Martini) as made famous in the book Casino Royale. As a fan of the 1953 book, he took a purist approach to Bond’s instruction at the Baccarat table: "Three measures of Gordon's, one of vodka, half a measure of Kina Lillet. Shake it very well until it's ice-cold, then add a large thin slice of lemon-peel. Got it?" Oh we have it, but Tony has adapted, just a bit: 3 oz Gin (recommend St. Augustine from Florida, Gordons, or Aviation) 2 oz Vodka (Belvedere or better quality) 1 oz Kina Lillet 1 Lemon Start by filling a tall nick and nora glass with ice then add ice to your cocktail shaker until at least ¾ full. These two steps ensure a cold class and enough ice in the shaker to do the job. Add gin, then vodka, then Lillet. Shake until the mixture is ice cold and cloudy. Dump ice from glass. Slice a long strip of lemon peel, twist, express over the glass, and rub around the rim. Give your cocktail one last shake and double strain into your coupe glass. Top with the lemon peel and enjoy. Repeat as needed. The Fig and Fancy 3 oz Bourbon (Buffalo Trace recommended) 1 oz Aperol 1 oz grapefruit juice 1 oz fig syrup Orange bitters Dried fig Fill a coupe glass with ice or a rocks glass with a large ice ball. Using a stainless pick, skewer fig and slice of grapefruit peel. Add ice to shaker and add bourbon, aperol, grapefruit, and fig syrup. Shake until very cold. If using coupe glass empty ice. Double strain cocktail into glass. Using a match or torch, gently warm peel and fig before placing atop the drink. Finish with 4 dashes of orange bitters and enjoy. We hope like us, you support the spirit of entrepeneurship, our belief in the power of human potential, that anything is possible, and you join us in supporting Tony with his creative endeavors - we’re looking forward to a sampling one (or two) of Tony's scrumptious cocktails and the release of his book, Proof Positive which we are sure will be a best seller for budding mixologists around the world. #4xiSpirit #Entrepeneurship Tony Johnson Leadership Advisory Council Chief Experience Officer (CXO) Tony specializes in Employee (EX) and Customer Experience (CX) strategy, culture change, training, and development. Tony and the entire team at 4xi are here to help you drive positive change and impact. To learn more about Tony download his BIO, or you can contact him directly at tonyjohnson@4xiconsulting.com 4xi: Inspiring a brighter future, together. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side creating an impact on the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy, whether client, employee or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy, Design & Operations TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Philadelphia | Seattle | Silicon Valley | Dallas | Santiago | London | Tokyo

4xi Global Consulting & Solutions is a boutique advisory firm focused on advancing the Human Experience (HX) in the away-from-home markets: at work, in education, at rest, and at leisure. Our team of senior leaders, and industry and functional experts are available to support your ESG Strategies, Sustainability, and Procurement. CLIENT ORGANIZATIONS | SERVICE PROVIDERS | INNOVATORS | ACCELERATORS HELPING ORGANIZATIONS ALIGN ESG VISION WITH STRATEGY, RESOURCES, EXECUTION, AND MEASUREMENT. ESG STRATEGY & ALIGNMENT Helping organizations translate ESG vision into strategy, gain alignment, and drive execution, and impact. SUSTAINABILITY ROAD MAP We help you build a sustainability road map to transformation and change in practical, measurable steps and actions. SUPPLY CHAIN: SETTING STANDARDS Review your existing procurement practices and how they apply to your strategy. Set new standards to optimize impact. MENU DESIGN & NEW PRODUCTS Structuring now just what you buy and from where, but helps you with menu alignment, and search for new products. ​ OPTIMIZE PERFORMANCE Our team has decades of experience in helping organizations optimize ESG performance and really make a difference. ​ MEASUREMENT & REPORTING The clearest way to drive impact is having a line of sight to your performance, from which you can make impactful decisions. Read more in Sustainability Simplified HERE: DOING THE RIGHT THING, IS THE RIGHT THING TO DO. Meet OUR TEAM and learn more about how we can support your business, BOOK A CALL to explore how we can help you, or email us at hello@4xiconsulting.com 4xi: Inspiring a brighter future, together. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side creating an impact on the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy, whether client, employee or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy, Design & Operations TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Philadelphia | Seattle | Silicon Valley | Dallas | Santiago | London | Tokyo

4xi Global Consulting & Solutions is a boutique advisory firm focused on advancing the Human Experience (HX) in the away-from-home markets: at work, in education, at rest, and at leisure. Our team of senior leaders, and industry and functional experts are available to support your Physical, Environmental, and Experiential Design. CLIENT ORGANIZATIONS | SERVICE PROVIDERS | INNOVATORS | ACCELERATORS OUR DESIGN4LIFE© TEAM HELP ORGANIZATIONS TRANSFORM SPACES INTO PLACE WHERE THEY CHOOSE TO BE. AMENITIES STRATEGIES, DESIGN, EXECUTION, OPERATIONALIZATION, COACHING, AND SUPPORT. AMENITIES STRATEGY Aligning your organization's imperatives with your amenity strategy is critical to your long-term success outcomes. ​ EXPERIENTIAL JOURNEY DESIGN A process that looks at every aspect of the Human Experience from physical, environmental, and experiential design. ​ DESIGN IDEATION & WORKSHOPS Structured ideation sessions with key stakeholders to explore the art-of-the possible, trends, and opportunities. ​ OPERATIONALIZATION Coordination between all stakeholders: vision with design, architects, designers, and operators to optimize outcomes. ​ COACHING & SUPPORT Our world-class team of experts helps and supports you through the process all the way to execution and beyond. ​ MEASUREMENT OF SUCCESS Ongoing support and expertise to help clients measure performance and line up with critical success factors. TRANSFORMING SPACES INTO PLACES WHERE PEOPLE CHOOSE TO BE. PURPOSE | PEOPLE | PLACE | POSSIBILITIES Meet OUR TEAM and learn more about how we can support your business, BOOK A CALL to explore how we can help you, or email us at hello@4xiconsulting.com 4xi: Inspiring a brighter future, together. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side creating an impact on the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy, whether client, employee or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy , Design & Operations TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Philadelphia | Seattle | Silicon Valley | Dallas | Santiago | London | Tokyo