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

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 Employee (EX), and Customer Experience (CX) Strategies. CLIENT ORGANIZATIONS | SERVICE PROVIDERS | INNOVATORS | ACCELERATORS TONY JOHNSON IS 4xi's CHIEF EXPERIENCE OFFICER AND LEADS OUR EVOLVING EXPERIENCES© PRACTICE FOCUSED ON TRANSFORMING THE HUMAN EXPERIENCE (HX), AND BUSINESS PERFORMANCE THROUGH EMPLOYEE (EX) AND CUSTOMER EXPERIENCE (CX). EMPLOYEE EXPERIENCE STRATEGY Creating am EX strategy hand in hand with your business imperative, sharing, learning, teaching, and tools. ​CUSTOMER EXPERIENCE STRATEGY Focus on your customers and their needs, and how you drive optimum levels of experience, satisfaction, and loyalty. ​CULTURE CHANGE Embracing a Human Experience, a people-first approach requires engagement and winning hearts and minds. ​TRAINING & PLAYBOOKS Feet on the ground practical training and support for your team, and the materials that memorialize the strategy. ​MEASUREMENTS OF SUCCESS No program can be successful without the correct measurements and data that align with your imperatives. Elevate© is a platform that gathers data and insights from your operations in real-time giving you visibility like never before. OPERATIONS | AUDIT | EMPLOYEE EXPERIENCE (EX) | CUSTOMER EXPERIENCE (CX) "WHEN YOU PLACE PEOPLE AT THE CENTER OF EVERYTHING YOU DO, THE MOST AMAZING THINGS ARE POSSIBLE." HUMAN EXPERIENCE. EXPERIENCE MATTERS! 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

A storyteller; a raconteur; a griot or jalimuso. The most welcomed of visitors to the tiny hamlets of Ireland in ye olden days of yore was the arrival of the Seanchai. These storytellers brought the villagers together in excitement and delight. Of all the skills and talents that a community shares and, in fact, needs, it is to hear and tell their stories. These stories are often set to music as an early kind of blockchain to protect the words and the meaning that still resonates. Think about the nursery rhymes from childhood and delight in the fact that most can still remember them today. Think about your favorite tunes or those commercials that ring in your head over and again. Today, we call this marketing. We prepare our content, materials, and presentations to share information; speeches written, notes jotted down. We record podcasts to discuss subject matter and gather opinions; we create videos on YouTube or reels on Instagram; we chat, we talk, and we tell each other what? Stories – lots and lots of stories. The word seanchaí, which was spelled seanchaidhe (plural seanchaidhthe) before the Irish-language spelling reform of 1948, means a bearer of "old lore" (seanchas). In the Gaelic culture, long lyric poems were recited by bards (filí; filidhe in the original pre-1948 spelling) in a tradition echoed by the seanchaithe. Not just in Ireland, these individuals existed in almost every culture worldwide. We remember Gandalf from Lord of the Rings and how he would turn up out of the blue and tell his stories of mystic lands far away from The Shire. You only have to look at the Bible, which is a collection of stories and learnings, the ancient incantations of the Benedictine Monks, and the cave paintings of our ancient ancestors. Storytelling has been with us since the beginning of humankind. Have you ever wondered why? Reading books, magazines and newspapers tell us stories, and we engage with them daily, yet there is something magical, captivating and intriguing to just sit and listen to a true storyteller. The art of storytelling imprints the message in our brains and stays with us far beyond the event itself. To grow, expand and develop yourself, your business, or your community, learn to become a storyteller. You see, the power is not in the tale but in the delivery! It is not in the content but in the feeling the message sends. The strength of the story is not in the words but in the space between them – the silence – the gap – the gaze, and the deep and sudden inhalation! Anticipation of the next word; the feeling of complete focus; preparing your mind to comprehend what your ears are going to hear next. Being in the moment is a powerful state of being and every guru has spoken of this wonder. When you truly listen to a storyteller you are in that magically, healing, mindful moment. Storytellers capture our imagination, provoke our thinking, settle our busy minds, and open doorways to new ways of seeing, understanding, and believing. A storyteller is a healer, and a giver of life in so many more ways than the content of the message or story. If you want to move people; if you want to create change; if you want to cultivate growth and creativity, learn to become a storyteller. Listeners will gaze at you spellbound – be humble and honor their attention. You see, the strength of your gift and wisdom is not found in a book, inside an academic degree, or in the pouring out of fathomless knowledge or facts. It is in the alchemy of breath, pauses, eye contact, or soft hand gestures – each word framed in such art that it stands alone and imparts with, and sometimes without, sound. To be the change you wish to see in the world, become a Storyteller! And, if you really want your story told, hire a storyteller to share it for you! Dina O'Reilly 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 several 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

I am a mountain person in every way. While beaches, oceans, and fancy resorts are quite charming, they do not call my name. Towering, powerful exudations from the earth consuming the skyline, glistering with snow in spots, grey craggy outcroppings preciously poised on a spur appeal to my chutzpah. The demand of the climb; the complexity of terrain; the wonder of the views; the color of the sky when you summit; the light breeze across the scree and the sense of achievement it brings – what a wondrous moment – well, at least until you remember that you still have to get back down! I'm not talking about the formidable or technically demanding climbs of Mount Kilimanjaro, the Eiger, Mount Denali, K2, or Everest; I am talking about mountains we, mere mortals, can enjoy: the Rockies in Colorado and Canada or less elevated peaks like the Great Smokies, Adirondacks or Appalachian. The rugged, majestic strong friends who provide enough demand, difficulty, and challenge to build up in us strength, determination, persistence, and resilience. "Climbing mountains is like living life or running a business. It is about being prepared for all eventualities, choosing the route thoughtfully but knowing when and where to bivouac." You need only be on a mountain peak once as a thunderstorm rolls in and feel the electricity dancing off your skin to know mountains can challenge, demand, and terrify very, very quickly. "But mountains teach, too; they are life coaches and quiet business leaders in so many more ways than we can imagine." ONE: mountains teach us to be prepared, to think before we leap, to consider ‘what-if’ scenarios, and to come to the mountain with openness yet willing to fall, slip and slide. It seems that in business, the better prepared we are, the better the strategy and plan; the nimbler and more flexible enough we are to change with the wind, the more successful we will be! Thought leadership is at play every time you prepare to climb the mountain, for without thought, you are ill-prepared for what might lie ahead. TWO: of all the factors that allow you to conquer the mountain it is, in a word, Team! When you hike or climb with experienced and knowledgeable teammates, the journey feels safer, the path clearer, and the obstacles less confounding. Leaning on others for support, guidance, inspiration, and shared wisdom allows all to reach the top and enjoy the fruits of the labor. THREE: risk is always around us in a myriad of ways from many sources, yet we, at times, forget to take it seriously. The mountain teaches you to pay attention to risk; define it; know it; appreciate its power and prepare for it. Never push past the limits of weather, conditions, or arrogance because, if you do, you will lose. "In business, when we ignore risk and take a cavalier attitude to the details, it will bite us – it isn’t complicated; Risk management is a thing because it really is a thing!" FOUR: commitment, courage, determination, and even resilience are traits developed, honed, and strengthened when you climb a mountain. You may gasp, clasp, and reach a breaking point of physical exertion, but a rest, a few minutes of reflection, and you dig deep, find that kernel of power within you and keep going. "They say the difference between success and failure is to never, never, NEVER give up." I have stood atop a 14’er (fourteeners) in the sparkling sunshine under a cloudless sky and listened to the soft breeze that is truly the Breath of God. A silence above the tree line that is humbling and all-consuming. Peace and serenity must be experienced to be understood, for truly, we have no words to do this feeling justice. Is it worth it to put such effort into climbing a mountain, learning the lessons, and growing into a better version of yourself? I will leave that decision to you! Dina O'Reilly is 4xi's Strategic Partnership & Growth lead, she is also our Project Management Office lead, and Ghostwriter in Residence, providing BLOGS+ services to clients. To learn more, contact Dina at dina@4xiconsulting.com 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side, impacting 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 | Seattle | Silicon Valley | Santiago | London | Tokyo

The value of tangible and intangible assets is often part of the valuation of a company. Take the overall value of a company minus the fixed assets, and you have a delta – a difference, sometimes described as ‘Goodwill.’ Goodwill is prized in organizations where intellectual property, intelligence, experience, use of patents, and perhaps consulting knowledge is the key service or offering, for, without it, the client base and long-term profitability are potentially compromised. When the product is intangible, then goodwill is key to ensuring success. But what if there was something higher than intangible? What if intangible could be measured by its collective, global, sustainable, or environmental value? What if we take the concept of goodwill or value and increase it? Could we bring an idea to the populous and cultivate a ground swell of interest and participation? Is it possible to go above intangible into the Supra level? In many ways, the contributions we are encouraged to make to charities, our communities, and indeed to how we think about using plastic, recycling, or even cycling versus driving to work are aspects of a potential new level of order where the more each action is taken, the cumulative benefits kick in for everyone. If you haven't already, watch The Kindness Diaries, and how one man and his motorcycle were inspired by a gas station attendant in Los Angeles, and his act of kindness to traverse the world, paying it forward to those in need - this is Supra. So, I can sell a product, service, idea, or solution. I could also make that intangible offering such that it becomes a global gift. How wonderful to have a better concept and offering the more you do it. When each person, company, or country elects to engage with your concept, they improve the quality of life for everyone. "This is the notion of SUPRA intangible. No matter how well designed or built a tangible asset is, it is still consumption, but intangible lends itself to multiplication with value into great gifts." Pay it Forward Coffee is just one example of random acts of kindness that built into a ground swell of joy for so many in the coffee lineups in the wee hours of the morning. Something as small as a random human paying for your coffee set you on a path of gratitude and joy for hours after the event. Paying it forward at a coffee shop isn’t a new idea, but one cafe has made it even easier to buy a drink for someone in need. Usually, the idea is you pay for two drinks instead of one, so if someone wants a drink but can’t afford it, they can ask to use the ‘pay it forward’ bank instead. As you review your company, products, and services, think about the aspects that could be deemed Supra Intangible. How can you make a difference on a larger scale by promoting your intangible assets? Food for thought! As I see it, there is an extraordinary opportunity to understand yourself and your assets in ways hitherto unknown! Enjoy your own musings! Dina O'Reilly is 4xi's Strategic Partnership & Growth lead, she is also our Project Management Office lead, and Ghostwriter in Residence, providing BLOGS+ services to clients. To learn more, contact Dina at dina@4xiconsulting.com 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side, impacting 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 | Seattle | Silicon Valley | Santiago | London | Tokyo

Conceivably the dullest of structures are often those that help us the most. The humble routine is boring, tiresome, predictable, and most pragmatic of structures. Most of us do not necessarily espouse to loving routines, yet we enjoy the outcome of ticking a box, closing a door, making a bed, and knowing that we started our day with a few small achievements, successes, or just got the busy stuff done and out of the way! Who doesn’t love the end of the chore list, the organized desk, the clean kitchen, or the empty file tray? Life without routines can, and often does, result in a mess – both visually, mentally, and professionally. Routines are the stuff of success because they create two key behaviors that make growing and improving possible: discipline and consistency. These two nouns do not inspire or resonate with excitement, yet without them, the road to success is met with delays, struggles, and sometimes even failure! Routines are the foundation of order, and order is a key construct of success! Counter to routines is the notion of Ritual! Rituals are, in short, comforting routines. Associated at times with cults, ceremonies, or group events, rituals are, in fact, small steps we take to find that peaceful place or celebratory place. From making a cup of tea thoughtfully; warming the teapot and finding your favorite cup; waiting and watching the bubbles rise till the kettle whistles; pouring and waiting for those precious moments while the tea steeps, and then take your first comforting sip reflecting on how all those little steps were worth it. The workplace, too, is full of soft, comforting rituals that should be encouraged, enjoyed, and welcomed. Perhaps the break at 11 to gather for a chat, a trip to the kitchen to peep into the fridge, the afternoon stroll around the block with some colleagues. "Routines may be muscular, but Rituals are emotional and just as important." Last but not least are the bones of it all. Rules are strong, supposedly unbreakable, and, if nothing else, supportive and rigid. From raising children, directing traffic, or running a project, rules are imperative. The crucible of consistency often comes in the form of ‘rules is rules', but while rules are necessary, having too many is soul-destroying. Routines, rituals, and rules! It seems in varying degrees, each in the right measure brings wisdom and value to the business world in ways that allow creativity to flourish, safety to exist, and targets to be met. There is no clear answer, nor is there one clear path to growth, success, retention, or creativity but understanding routines, rituals, and rules allows you to decide how much, of which kind, and in what measure to incorporate into your day, your teams, or your company. Routines and rules abound; perhaps you may have more than you need. However, I sense that you may be missing some warming rituals. Rituals entice, engage, and create loyalty in your teams; they are the moments to look forward to; collective sharing, being, and collaborating strengthen the bones and muscles of the company. "Cohesive, strong teams are not just intellectual units, or organizational puzzles snapped together – they are emotional collectives, and the glue can often be in the rituals that serve everyone!" Want to build a cohesive team? Focus on rituals, not more routines or rules. Create some moments in the day or week where a warming ritual becomes a part of the measure of the team. Look to open communication with steps for each to follow: a virtual Zoom or Teams where everyone arrives with a drink and snack and shares a recipe or two. A 15-minute book club sesh where each share the book they are reading, completed, or just considering. Rituals bring with them a relaxed sense of ease – no formality or demand – just welcome and acceptance. Rituals are the glue and the emotional resilience we lean on in tough times. When the heart is strong, the body and mind flourish! Dina O'Reilly is 4xi's Strategic Partnership & Growth lead, she is also our Project Management Office lead, and Ghostwriter in Residence, providing BLOGS+ services to clients. To learn more, contact Dina at dina@4xiconsulting.com 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side, impacting 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 | Seattle | Silicon Valley | Santiago | London | Tokyo

Communication is one of the most complicated, multi-faceted, and yet crucial components of how we interact with others around us. Our ability to be heard – to be understood – to be part of the collective, to share wisdom, facts, and information, or to just simply give a weekly update on our activities hinges on how those around us who ‘hear’ what we are saying can, in fact, tune their ear to understand us. "If hearing is to awareness, then listening is to discernment." We often, in conversation, hear terms like “it kinda sounds like” or “it seems like” as a means for the listener to put a framework around the speaker’s words, descriptions, or terms to help create clarity. We, the speakers, put a great deal of gravy around our words because we know all too well that not everything we say, in the way we say it, is understood! We, can, in our drive to communicate, cause confusion, befuddlement, and leave the listener needing qualification. Have you ever wondered why so much of what we hear, listen to, and comprehend is not fully understood or, worse, goes terribly wrong? And let’s face it, it does go wrong – a LOT! The definition of hearing is the faculty of perceiving sounds. Our ability to hear sound hinges on our ear’s ability to detect volume, pitch, rate, and pauses or vocal fillers. Tone and cadence drive, in many cases, comprehension. Too slow and we drift away; too fast and we become overwhelmed; too expansive a use of vocabulary and we struggle to understand what the speaker is referring to; so, it follows that perceiving sound is one small step in understanding. "An effective speaker takes stock of their audience and shares information using language and vocabulary their listener can easily understand." To listen, however, is to take notice of, process, find alignment with the content and discern the language into useful information for you, the listener. The true listener can still their mind, quieten their desire to respond, and allow the ‘words’ to percolate into understanding, but in all fairness to the gift of listening, even the most developed minds sometimes need clarity. The true speaker, conversely, takes the time to share information using language and vocabulary that their listener can easily understand and, more importantly, process. Some of the most successful leaders, coaches, and advisors are both tremendous listeners and speakers. The cojoined skills bring a depth of understanding, acceptance, and allowing that arises from the gifts they bring. We each love a good listener but often do not appreciate the complexity and strength it takes to become one. We also love a good storyteller or a leader who shares clearly, thoughtfully, and patiently. If hearing is to awareness, then listening is to discernment. Being aware is the first step in the journey to understanding, with discernment, the wisdom to use what you have heard wisely and effectively. "80% of communication is non-verbal – in this Post Pandemic era with video conferencing as a key tool, we are missing crucial elements in communication effectiveness." The missing link for many of us in this post-Pandemic era is the lack of non-verbal communication cues that have, until now, been an active part of our communication tool kit. With over 80% of communication being non-verbal, we are now missing key elements of comprehension and true understanding. While video is helpful, weak lighting and muddling, fancy fake backgrounds dull the micro facial movements vital to our conversations, leaving us craving more elaboration and detail around the words we do hear. No surprise then that the terms ‘sounds like’ and ‘seems like’ help us to both create a framework of understanding along with using these expressions to cross-question the speaker to truly understand what they are trying to communicate. "Did you know that the most successful conversationalists have a 50/50 balance of listening versus speaking?" Perhaps the time between the hearing and sharing tones allows the brain to process the content. While hearing is tone, listening is noticing, allowing us to feel connected to the speaker. Our need then to clarify what we have heard to allow the fragile strand of connection to flourish is vitally important to us. Next time you speak or listen to a conversation, take a moment to appreciate the speaker's attempt to communicate with you; take mental note of the words, phrases, and attempts the speaker is making to qualify, improve, and expound on the subject being discussed. There is so much more effort being exerted to provide ‘you,’ the listener, with valuable content. Learning is one thing. Learning to adjust to someone’s language, ways, and means of vocabulary choice, and sharing a story are equally as important. When we slow down, when we listen quietly, when we process in real-time versus ‘ahead’ of time, we allow the speaker the space to share in their terms. No need to jump ahead or cut them off but instead give rise to the ‘allowing’ that sharing words brings to a moment of conversation. "Seems like and sounds like = Listen more carefully – Adjust your language and improve your results." If your conversations result in your listener qualifying your story with expressions such as ‘it sounds like you…..’ Or it ‘seems like you are saying….’ Then it is time to listen to your own words and find ways to improve, adjust or perhaps just slow down. Communication is, as they say, a Two-Way Street! It ‘seems,’ therefore, and possibly ‘sounds’ like, the speaker needs to improve their language to be better understood, and perhaps the listener needs to exercise an elevated level of patience and grace. Dina O'Reilly is 4xi's Strategic Partnership & Growth lead, she is also our Project Management Office lead, and Ghostwriter in Residence, providing BLOGS+ services to clients. To learn more, contact Dina at dina@4xiconsulting.com 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side, impacting 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 | Seattle | Silicon Valley | Santiago | London | Tokyo

Best practice, as an expression, is a bit of an umbrella term, and any practice can be deemed ‘best’ if it suits a process, policy, or procedure yet is not, in and of itself, a best practice! Rules are often best practices in action, and for many of us, they have become a way of life. DEFINITION: Best practices are a set of guidelines, ethics, or ideas that represent the most efficient or prudent course of action in any given business situation. Best practices are, in essence, commercial, or professional procedures that are accepted or prescribed as being correct or the most effective way of doing something. By way of example: we have all come to accept a series of actions that were hitherto unknown to us just a few years ago! Put on your mask; wash your hands; pull out the hand sanitizer, and liberally apply! These 4 steps became a Best Practice extraordinarily quickly, with many of us continuing to just ‘do’ it without thinking. This new Best Practice didn’t even exist two years ago yet is now deemed to be the right thing to do. Hand and mask compliance is a Best Practice. But who deemed it so? We did. We each listened, learned, observed, and began adopting actions that became a part of our rituals. We, the people, began accepting these actions as behaviors that serve us. "In essence, a Best Practice isn’t just a construct or list of steps but a series of decisions that are adopted and inculcated into people who, in turn, bless the steps into becoming the best way of handling a situation." Best practices can then be considered, perhaps, as mass adoption actions. Infiltrated commentary that we all follow along with and just do as a part of conducting business. But is it a Best Practice? To truly know if a best practice in any given situation, it must be tested; it must be analyzed; it must be deconstructed, and reviewed for improvements or changes. Just because something is deemed to be a Best Practice doesn’t make it so! There is a rather boring yet powerful word in the English language – Sensible! The notion of sensible is founded on practicality, logic, down-to-earth approaches to life and function, and, in short, the ideal description for best practices. "When a best practice works, it is because it is sensible. It is not necessarily glamorous, elegant, or frilly but ordinary, predictable, and rational." Often best practices arise out of trial and error. When we exercise a process or function enough times, we trim the fat, remove the extraneous and leave intact the practical steps that take an action from beginning to end. While the phrase Best Practices provides a degree of elevated thoughtful design to any function, most, have simply evolved ‘sensibly.’ So, how do you decide if a best practice is indeed ‘Best’? …By sensibly deconstructing the practice, checking the sequence, defining the steps, and reviewing the outcomes. In short, apply your own kaizen. It is so easy for those with knowledge and power to define a practice, create a sequence, publish a paper or even command a population, but to be truly ‘Best,’ it must be adopted. Adoption is where the rubber hits the road! If you want to have Best Practices in your business, think about sharing the steps, explaining the logic, and then watch to see how many of your team ‘adopt’ the practice. A true best practice is one that is used, shared, and owned! How is BEST measured? Actions into practice. After all, it is only a Best Practice if everyone follows it! Dina O'Reilly is 4xi's Strategic Partnership & Growth lead, she is also our Project Management Office lead, and Ghostwriter in Residence, providing BLOGS+ services to clients. To learn more, contact Dina at dina@4xiconsulting.com 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side, impacting 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 | Seattle | Silicon Valley | Santiago | London | Tokyo