Welcome to 4xi's latest team member, Melanie Corey-Ferrini, a world-class strategy, design, and innovation expert adding Design for Life: Human Experience (HX) design to our capabilities focused on People, Place, and Purpose. 4xi: Our strength is in the power of our collective. Melanie has managed innovative and complex projects and diverse teams around the globe. She creates strategic high-impact solutions from the beginning of an idea and through to completion. She has worked with some of the largest and most innovative companies driving, planning, and executing extraordinary experiences in workplaces, shopping centers, mixed-use facilities, and campuses. Her ability to balance real estate feasibility and facilities with future thinking and multi-use planned concepts is an outcome of her architectural, construction, real estate assessment, brand, and design expertise. Melanie creates award-winning food and retail concepts for a variety of industries including; Business & Industry, Corporate & Retail Development, Senior Living & Higher Education industries. With over 20 years of project management and design, feasibility and strategy, brand and user experience, site and space programming, and planning, Melanie works with owners, operators, and teams to steer the project to the finish line. Melanie leads the planning and program integration of sustainable nourishing infrastructure into collaborative and amenity spaces. Melanie is passionate about our food systems. She has created amenity spaces integrating indoor controlled environmental agricultural systems (CEA) into project planning, as well as zero waste and community partnership solutions. She believes that designing for a circular economy approach provides resilience in our local foodservice, systems, as well as successful integration into real estate planning. Melanie is an NCARB nationally certified architect and FCSI Food Consultant. Melanie received her Next Economy MBA through Lift Economy and her BS in Architecture from California Polytechnic University, Pomona. She was previously a commercially certified appraiser overseeing major feasibility projects for financial institutions and developers. She is an active member of the Society for Hospitality Management (SHFM), Commercial Real Estate Women (CREW), Farm Tech Society (FTS), and works with community organizations supporting women and girls’ education. Melanie has created industry and corporate ideation workshops and has spoken at numerous workplace, retail, food, and industry conferences. Welcome on board Melanie, and here's to getting Up Close & Personal: Q1: Where do you live? MCF: Seattle, Washington. Q2: What was your journey to 4xi? MCF: After a career in real estate analysis, founding and operating a design, architecture, and strategy company for 20 years, an indoor farm collaborative, and project management for food entrepreneurs, it was time to utilize all my expertise with a group of experts in their own areas of experience creation. Working with a diverse and innovative team like 4xi was what I was looking for to utilize all my expertise. I’d met Simon and Barbara at industry events over the past 5 years or so and really felt that they understood what it takes to create innovative and optimal multi-user experiences. Working with multi-stakeholder groups to create innovative, sustainable, and successful experiences is what led me to 4xi. Q3: What’s your favorite holiday destination? MCF: That’s a hard one since I have traveled throughout the globe and really love so many places. I really enjoy places that are so different than my own day-to-day. I enjoy places I have never been to and the more unique and far afield, the better. Madeira and the Azores in Portugal are some of my favorites. Q4: Desert Island Discs: What are your top 3 music artists? MCF: Anything Disco! I like classical music too, Adagio for Strings is one of my favorites. I also like the Beach Boys. Q5: Desert Island Food: What are your top 3 cuisines or foods? MCF: I love Italian, Asian, and most importantly, dessert! Q6: If you were invited to a dinner party of 10, who would you invite? MCF: It would depend on who was throwing the party and the occasion, I would want to bring someone who was a charming conversationalist, who was wise and had life experiences that would be engaging for the other guests. If my guest were a fantasy +1 choice, then multiple people come to mind both alive and not: David Chang, American restaurateur, founder of the Momofuku restaurant group Danielle Nierenberg, President Food Tank, an expert on sustainable agriculture Albert Einstein, one of the greatest physicists of all time Jacques Cousteau, French explorer, conservationist, filmmaker, and scientist Gandhi The cast from Monty Python Irving Fain, CEO of an agricultural tech start-up, Bowery Michaelangelo Zahid Hadid, Iraqi-British architect Irsa Hirsi, American environmental activist Q7: What are the three most important things top of mind as you think about Designs for Life? Future-proof to stand the test of time and evolution Sustainable to protect our planet for future generations Technology to connect users with amenities, events, and learning experiences Q8: The most influential person, leader, icon, colleague in your career to date? MCF: I would say the company – IDEO – they have stayed in front and ahead of why thoughtful design matters and how to think about it in everything we do. Q9: If you could change one thing, anything, what would it be? MCF: Healthy, sustainable, and local food access for all. Q10: Describe your best consumer experience ever, and why it stands out? MCF: A food tour that I took in New York. Attention to detail integrated unexpected stops and brought together diverse and like-minded people. Q11. Tell us something about you that most people don't know about you? MCF: I am a paraglider and open water swimmer. (See video below of Melanie in action) Q12. If you support a charity, what is it and why? MCF: Indoor Farm Collaborative and Soroptimist Seattle. IFC is a multi-stakeholder organization that creates indoor farm training and education for youth and adults facing food access problems. Food access for all and providing tools to grow your own healthy food in urban areas with less arable land is an important part of a circular resilient community. Soroptimist Seattle provides women and girls education scholarships. Access to education is important for underserved populations. Q13. If you could live in any book, what would it be? MCF: Curious George, because he likes asking questions, and sometimes it seems you can’t get away with being curious as an adult. Q14. If you could have superpowers, what would they be? MCF: Live underwater – and fly like a flying fish or dolphin. Q15. What inspires you? MCF: The idea of programming innovative and successful multi-use spaces for all-day parts to satisfy the human curiosity for varied experiences - that's what we call Design for Life - creating experiences that come to life - People, Place, and Purpose. I also love working with and growing on my indoor farm, sketching and traveling, and my grandkids! Thanks, Melanie, and welcome on board! Melanie joins 4xi as a leader in innovative design strategy. DESIGN FOR LIFE is focused on advancing the Human Experience (HX) for people away from home - at work, in education, at rest, or at leisure - focused on: PEOPLE, PLACE, and PURPOSE. To learn more about Melanie download her BIO HERE, or you can contact Melanie directly to learn more at melanie@4xiconsulting.com 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 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

The past 2 years have been unprecedented in many ways but will never be forgotten for the upheaval and loss created by what might become known as the Great Pandemic of the 21st Century. At the time of writing over 283 million Coronavirus cases worldwide and 5.4 million deaths are attributed to COVID-19. Not just the tragic loss endured by families all over the world, the impact has been far wider – mental health, loneliness, financial survival of families and businesses, the grieving and sadness for those lost, and those left behind. It’s impossible to turn the page on 2021 without reference to the one thing that has probably changed our lives forever and continues to do so as we see the Omicron strain driving up cases worldwide and another wave of disruption. Throughout the history of humankind, adversity has always stimulated heroism - the medical professions on the front line stepping up each day under often extreme circumstances fulfilling their oath. The emergency responders, to the essential workers doing their duty in pharmacies, shops, and restaurants. The families and loved ones doing what they can to support those lonely in isolation or distanced. For the communities who have rallied around to support each other during these unprecedented times. Accountability Holding people, organizations, and even countries to account is a growing and important theme around the world. Throughout the news over the past 12 months, we have seen stories where this is and should be the case. We hope for justice for all. We hope for accountability for all. We hope that we can make this a better world, together – we cannot do this alone and we need people to unite, leaders to lead, and organizations to do the right thing. In 2021, 4xi released Sustainability Simplified 2.0 wrapped around the 10 principles of the United Nations Global Compact – a framework of commitments to make the world a better place across the headings of Human Rights, Labor, the Environment, and Anti-Corruption. Under these headings of guiding principles, we can operate in a way that ensures a commitment to doing the right thing as it is always the right thing to do, no matter where, or when, but always. The world has changed As the Greek philosopher, Heraclitus once said, “Change is the only constant in life” and never before have those words been truer. As we think about 4xi’s focus on the Human Experience for those away from home, at work, in education, in care, at rest, or at leisure, experience matters more than ever before. It’s highly unlikely we will ever return to a full pre-pandemic state. We have embraced video conferencing, remote working. The gig economy is thriving which suits both organizations reluctant to increase permanent headcount, and workers who have become accustomed to the newfound flexibility of working from anywhere. The often pointless and wasted time of the 3-hour commute, flying from one side of a continent to another for a 3-hour business meeting is now quite rightly questioned and challenged. The norm of working for one employer versus multiple doing the things that you love and excel at makes more sense than the opposite. I go back to my learnings in management training and Maslow’s Hierarchy of Needs and think about how during these times that these learnings are more relevant than ever before. We are built to adapt, that’s how we have survived, and that is how we will continue into the future. Experience Matters! Whether the Customer Experience (CX), Employee Experience (EX), the experience matters. Now is the time for organizations to double down and invest in Experience as a Strategy and no longer just the icing on the cake but a fundamental essential of any organization's business strategy. Today, people have more choice, and competing on the product (or service) alone is no longer enough. It’s those organizations that understand, embrace, and invest in advancing the experience are the ones that will be the most successful into 2022 and beyond. Design for Life As an extension to experience is how we Design for Life. For years we have talked about balance or integration but today is about a seamless existence between the physical space, virtual, and the experience, no matter where you may be. Safety, confidence, and comfort have shot up the list over the past 24 months but so has the magnetization of the physical space too. The importance of the overall quality of experience, the amenities offered, the opportunities to connect, collaborate, engage as a community may be rarer than before and now more important than ever. As we turn the page on 2021, we are filled with optimism. We are thankful for humanity's will to survive no matter the level of adversity. We pray for those who have suffered and continue to do so. We are eternally grateful for all those heroes out there that put themselves in the way of risk to protect others. We are thankful for all that we have and share goodwill with our fellow humans whenever we can. We hope that those who break with what’s right are held fully to account. Finally, we pray for peace around the world and for us to harness our energies together to tackle the real things that matter, for our futures, our children’s futures, all together, as one. Onward to 2022! Simon Elliot is Managing Partner and Co-founder of 4xi Global Consulting & Solutions. 4xi is focused on advancing the Human Experience (HX) for people no matter where they may be - at work, in education, in care, at rest, or at leisure. To learn more about 4xi, you can contact Simon directly at simonelliot@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 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 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

In this episode of Ignite Your Service Customer Experience Academy, 4xi's Chief Customer Experience Officer, Tony Johnson talks CX with Zan Compute's CEO, Junaith Shahabdeen, and Chief Product Officer, Sri Sridharan. Wondering how you can provide a safe experience for your employees and your customers? Are you looking for a technological solution that is efficient and scalable? INTEL veterans, Junaith and Sri talk about how Zan is disrupting the building services sector by not just driving efficiency but also elevating the occupant experience to create a better, more comfortable environment that promotes comfort and confidence - making the lives of employees, building occupants, and visitors better (and safer) through technology. During this episode, the topics of validation and accountability feature in how the Zan technology creates visibility like never before and ultimately results in cleaner safer environments. This podcast includes insights into not just the tenets of Zan and their intelligent IoT platform but also some insights into creating and building a technology start-up, to their favorite cuisine and holiday destinations. "Have service so good that people would come back over and over again, and bring their friends with them." - Walt Disney Tony speaks with the Zan Compute team about understanding the pain points and providing the right solutions for your customers. Proving that the best technology enables users while still being flexible enough to meet their needs and how clean and safe environments are the number one priority to returning employees and visitors. It's a great show, a great listen, and thanks for tuning in! To listen to the full podcast simply click HERE Tony Johnson is 4xi's, Chief Experience Officer. He is a thought leader and strategist on all aspects of Customer Experience from strategy to design to execution. Tony is an author and keynote speaker and also serves as CEO of Ignite Your Service. Junaith Shahabdeen is the CEO of Zan Compute. With more than a decade of experience in data science, machine learning, and sensing technologies, Junaith has held senior-level positions in reputed companies such as Intel and has been a part of numerous startup incubation teams including Lusora and Digital Sun. Junaith also holds several patents and has many publications to his name. K (Sri) Sridharan CPO at Zan Compute has over 30 years of experience in product management and technology leadership in systems, performance, personalization, and IoT. He has served in numerous senior director-level positions at companies such as Intel. He is the co-founder and president of Sankara Eye Foundation, the world's largest free eye care provider, and also holds several patents and has many publications to his name. 4xi: Inspiring the future, together. 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 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

Without the ability to see what is happening within your business there is no way to anticipate opportunities and drive success. Customer expectations for service, cleanliness, and safety are continuing to increase, while the war for talent is making great employees hard to find and harder still to afford. This is something that you are likely seeing in your buildings right now – you have tenants, visitors, and events returning to in-person, and the stakes are higher than ever to retain clients and grow existing business. Visibility drives the experience. Lack of visibility and insights concerning building utilization are two major causes of complaints from building users. Not surprisingly, poor cleaning is one of the top 3 complaints in commercial buildings according to the International Facility Management Association. Cleanliness has always been a high priority to customers, but in a post-pandemic world, it has become a true non-negotiable. Customers and clients want three very important things: Reliability, Quality, and Safety. RELIABILITY is easy to understand. Do what you say you are going to do when you say you are going to do it. This is one of those concepts that is straightforward to articulate but takes a real force of will to execute upon. QUALITY is about driving value. Did your customers get what they paid for and do they feel like it was worth the price? The other consideration with quality is that it’s not a one-time event. You can’t be great today and then take a nap tomorrow. This consistency of execution ties back to reliability. SAFETY means a clean and hygienic environment for employees and customers. This means having the soap and sanitizer they need, where they need it, and when they need it. When you think through where customers will be shaking hands or touching communal objects such as door handles, that enables you to position these items in the correct areas. These factors matter because they are the cornerstones of trust. This brings us neatly to Zan Compute. Customers have little patience for any inconvenience – and now have the ability to reach a global audience when they feel they have not received the level of service they deserve. They are also more likely than ever to vote with their wallets when they aren’t satisfied with the experiences they have received. In the world of real estate, the pressure is on to maximize every square foot, retain every occupant, and grow customer base year over year. That can only happen with exemplary service, cleanliness, and safety. It’s the little things that drive customer satisfaction, and even smaller things that destroy it. Keep in mind there are tactics and behaviors that can reinforce the environments you are seeking to create for your building users. This is where smart restroom technology comes in and takes the guesswork out of daily operations. Using sensors and dashboards, your team can understand where service is needed and quickly identify the exact consumables that need to be replaced. This saves you labor and product costs while increasing end-customer satisfaction. Imagine a two-way channel with your building users to convey that their space is clean, and they are safe while allowing them to provide feedback on anything that requires attention. How could you maximize your bottom line if you understood how and when spaces were being used by your visitors to drive maximum efficiency with scheduling and building operations? What if you could understand where your team was spending time cleaning your building and if your leaders were following up on the quality of the job being done? How much could you improve your customer perception of cleanliness if you never had to worry about the trash overflowing, empty toilet tissues, full hand soap, or depleted sanitizer stations again? What level could you grow your occupant and visitor experience if you could tie together building usage, weather patterns, flight information, and event schedules to understand your customers better than ever before and anticipate their needs? According to a survey commissioned by Oracle; "86% of customers are willing to pay more for a great customer experience. Now there is a scarier alternate side of that same coin PWC reports that 32% of customers will walk away from a brand they love after a single bad experience." This is why the points mentioned above are so important. While they sound like minutia, they are the very details that have the power to show reliability or apathy within building operations. Sanitation and safety have always been important to customers, but the Coronavirus pandemic has dialed those expectations up to 11. Zan Compute can tie together the sensors on your consumables along with levels of trash in your debris bins to ensure you deliver experiences that are effortless to your visitors. They can also integrate real-time customer feedback to measure the perception of cleanliness in washrooms, conference rooms, and workspaces. This ties everything together in a way that just works and allows you to drive efficiency and customer experience on a daily basis. This is one of those unique solutions that can help you grow your top line through retention and overall return through cost savings. Zan Compute: Safety | Efficiency | Visibility At 4xi Global Consulting & Solutions, we’re dedicated to the quest of driving a better Human Experience (Hx), and exploring alternative ways to, operate better, be more efficient, and drive better experiences. To that end, we believe Zan Compute is the perfect solution to deliver an elevated occupant and visitor experience by driving efficiency and at the same time reducing cost. DOWNLOAD information on Zan Compute set up a DEMO, or you can email us today to set up an introductory exploration at hello@4xiconsulting.com. 4xi: Inspiring the 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

4xi Research Report: U.S. Senior Living Market We have compiled this report focused on foodservice and hospitality operators wanting to learn more about the market: size, major players, different sectors, and table stakes. U.S. Senior Living Report 2022 In this report, we break down the sectors: Community Living, Independent Living, Aging in Place, Assisted Living, Skilled Nursing Care, and Memory Care – what they are, their characteristics, and key components. We break each sector down in terms of the number of properties and residents and growth trajectories. The report identifies the major players – investors and property owners, operating companies by sector, and predominant foodservice and hospitality operators. Finally, we address the trends in the sector and areas of focus for those serious about growing their Senior Living market focus and growth. $430B Estimated total market size (including real estate assets) 12,000+ Senior Living facilities across the top 100 metro markets 2M Total beds across the top 100 metro markets 2X U.S. Citizens set to double over the next 40 years (50M to almost 100M) <30% Estimated current foodservice contracted-out rate $8B+ Estimated foodservice market opportunity today With a healthier, aging population set to almost double in the next 40 years and less than 30% market penetration, the Senior Living Sector is appealing, but what are the key learnings to take on board as you consider your future strategy for the sector – this report aims to answer many of those questions. Who this report is for: Organizations already operating in the Senior Living sector or seeking to understand the landscape for entry. Foodservice and hospitality operators, investors, property owners, and Senior Living management companies. PURCHASE YOUR COPY NOW 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, 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

As we enter into the holiday season, it's a time for us to send good wishes to all - to our family, our friends, loved ones, colleagues, and clients around the world. The past year (or two) has been extraordinary in many ways as many of us have seen our world disrupted and turned upside down. We think about those who are sick, and the families of loved ones lost. We think about those on the front line every day working diligently to protect us from harm. Of those in poverty, suffering from food insecurity, of the elderly, the lonely, the homeless, and those separated from their loved ones at home or overseas. We think about the brave men and women around the world upholding the values of peace. We think about those both for and against us, and we pray for compassion, understanding, and forgiveness so that we can, one day, all live in harmony together. We pray for our planet and that leaders and people around the world can fully commit to making a difference before we destroy the very thing that keeps us alive. We pray that we do the right thing always - because it's just the right thing to do and that we can put our differences aside to be on the same side of integrity and purpose, always. We pray for peace on earth and goodwill to all as we pass through Christmas and into the New Year with optimism and hope that we survive, thrive, and prosper, all of us, together, as one. From all of us at 4xi to all of you, we wish you a Very Merry Christmas and a Happy New Year.

At 4xi, we believe in the constant search for knowledge and learning. We believe in the importance of understanding the perspectives of others and learning from those perspectives. Learning isn't just a process of reinforcing your own point of view but assimilating and blending with others. In the 4xi Thought Leadership Book Series, we're going to share some of our experts-in-residence favorite books, and why. Here is the first in the series from 4xi's Managing Partner and Co-founder, Simon Elliot. Foreword I have always enjoyed reading and learning. As a child, I got lost in the adventures of Tintin, the story of good, gluttony, and greed in the characters of Charlie & The Chocolate Factory. I loved the stories of discovery and adventure by novelist Wilbur Smith in South Africa, The Covenant that told the story of the discovery of the same continent. The fantastical and detailed works of J.R.R. Tolkien and the invention of new lands, peoples, and cultures. And, in all of these the different messages that they portrayed to the reader about different lands, cultures, and perspectives. My own reading journey has been one of discovery - a theme that runs through the 4xi principles - a journey to new lands, new horizons, and one of my favorite sayings: "One does not discover new lands without consenting to lose sight of the shore for a very long time" - Andre Gide For me, learning about different people, cultures, thoughts are so important in the process of understanding. Only once you truly understand can you embrace - whether that be a different culture, country, group of people, religion, or race - understanding is the basis for harmony, and if there were more understanding there would be less pain and conflict in the world today. "The more that you read, the more things you will know. The more that you learn, the more places you'll go!" - Dr. Seuss I have been a lifelong supporter (and formerly player) of the glorious game of Rugby - the culture behind the game is one of understanding, civility, discipline, and mutual respect - this is reflected in the pre-match anthems and rituals of dance and song that educate the other team in their passions, their commitment, and their culture - a tough sport, however, the global fraternity and family created by the game breaks down all cultural barriers and unites. I believe reading and the thirst for knowledge can help us in this regard but also build deep understanding, empathy, and perspectives that help us solve sometimes complex problems in the world of business too. Here's my selection for the first in 4xi's Thought Leadership Book Series. I hope you enjoy the read(s)! The 22 Immutable Laws of Marketing is a book that always sticks out in my memory sharing what some might think are obvious principles, however not immediately apparent, at least to me. It dispells the myth that the most successful companies are the ones with the highest quality products, when in fact, it's those organizations who know how to market them best in most cases are the winners. In the book, Ries and Trout offer a compendium of twenty-two innovative rules for understanding and succeeding in the international marketplace. From the Law of Perception (#4) that highlights the fact that marketing is not a battle of products but a battle of perceptions, to #3, the Law of the Mind - it's better to be first in the mind than to be first in the marketplace, and the Law of Category (#2) that states if you can't be first in a category, set up a new category you can be first in! These valuable insights stand the test of time and present a clear path to successful products. Violate them at your own risk. For those that know me, I have always had a rebellious streak and never shy to challenge the status quo - that is why I love the Punk Rock of Business. Inside, author Jeremy Dale, former Corporate Vice President of Microsoft’s worldwide retail sales, offers a unique perception and road map to success. How through authenticity, and moving away from the hurd and towards innovation, and by adopting a mindset rooted in punk rock principles, can help you redefine your place in the corporate world for the better. Dale outlines a set of characteristics to strive for that will liberate you and accelerate your success, including a set of characteristics with straightforward lessons that draw on both the classic stories from the music genre's industry-changing legacy and Dale's years of business success that illustrate these principles. As child and teenager, and throughout my life, I have always wanted to know more than the "what" but also the "why". Responses like "well that's just how it is" or "that's how we've always done it" have never quite worked for me. Challenging the status quo is a duty that we are all obliged to undertake in order for us to create real change and impact. The Challenger Sale looks at this principle in a sales context. Based on a study of thousands of sales professionals across multiple industries and geographies, The Challenger Sale argues that classic relationship building is a losing approach, especially when it comes to selling complex, large-scale business-to-business solutions. The authors' study found that every sales individual in the world falls into one of five distinct profiles, and while all of these types can deliver average sales performance, only one, the Challenger, delivers consistently high performance. By tailoring the sales message to the customer's specific needs and objectives rather than acquiescing to the customer's every demand or objection, Challengers are assertive, pushing back when necessary and taking control of the sale. The authors explain how almost any average-performing seller, once equipped with the right tools, can successfully reframe customers' expectations and deliver a distinctive purchase experience that drives higher levels of customer loyalty and, ultimately, greater growth. One of the greatest tests of human bravery, loyalty, and leadership took place during the legendary 1914 Trans-Antarctic Expedition led by Sir. Ernest Shackleton with the crews of both The Endurance on one side of the Antarctic and The Aurora on the other. Cold Courage, Extraordinary Times tells this epic tale like never before. The book starts with Willy Mitchell's grandfather, and Harry McNish meeting in Wellington, New Zealand. In exchange for a hot meal and a pint or two, McNish tells Mitchell his story of his voyage on The Endurance. Years earlier, while flipping through the London Times, McNish came across a classified advertisement for crew members to join a ship's journey to the Antarctic and on to the South Pole. MEN WANTED FOR HAZARDOUS JOURNEY. LOW WAGES, BITTER COLD, LONG HOURS OF COMPLETE DARKNESS. SAFE RETURN DOUBTFUL. HONOUR AND RECOGNITION IN EVENT OF SUCCESS. Despite the austere wording, Shackleton wasn't short of applicants with over 1,000 applying to join him. As World War I was breaking, on the 6th of August 1914, The Endurance set sail from Plymouth, England on its way to Buenos Aires, Argentina, onto South Georgia, and the great frozen southern continent. As the ship got trapped in the ice, crushed, the desperate 28-man crew escaped across the ice eventually to reach Elephant Island and the safety of land. With rations running life threatenly thin, and the sub zero conditions, they did their best to stay alive. Shackleton and 3 others took one of the lifeboats, the James Caird to make the almost impossible journey to South Georgia with just the use of a sextant for navigation. Shackleton returned to Elephant Island months later and rescued his crew to only go back to England 3 years after departing, and for them all, immediately and without question join the war effort. Although set in a different era this story is a homage to those brave men and women who go to extraordinary lengths to achieve their goals and provides lessons on leadership, resiliance, grit, and determination in the face of extreme adversity. Continuing the theme of exploration, and sharing the name of 4xi's Strategic Partnership & Growth Academy, Discover Your True North sets out the journey of self development and journey to authentic leadership. Originally based on first-person interviews with 125 leaders, this book instantly became a must-read business classic when it was introduced in 2007. Being a leader is about much more than title and management skills—it's fundamentally a question of who we are as human beings. This book offers a concrete and comprehensive program for becoming an authentic leader and how to chart your path to help you find the true leader inside you and how to use your natural leadership abilities to inspire and empower others to excellence in today's complex global world. If you see a topic that strikes a chord for your team or business, please let us know, 4xi Global Consulting can help. Don't forget to leave your book recommendation in the comments! Let's inspire the future together Drop us a note at hello@4xiconsulting.com 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 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

Saying thank you always goes such a long way, and now, more than ever before. For many, isolation at home and away from colleagues, often friends and family, the act of kindness has never been so needed, and so much appreciated. Not to mention the millions of front-line heroes in healthcare and first responders. The folks who have kept our stores open, the folks in our local shops and restaurants, who are surviving and continuing to serve our communities. We have a lot to be thankful for and that's why at 4xi we built our own gifting platform - to say THANK YOU! /ˈTHaNGk ˌyo͞o/ A polite expression of gratitude to someone who is appreciated and valued. /ɡift/ A token of appreciation. A thing given willingly to someone in appreciation. We decided to combine a range of 4xi SWAG and gifts of celebration and thanks from a Starbucks Gift Card to a donation to our favorite charity, Raphael House. From 4xi Beanies and T-shirts to backpacks, coffee mugs, and notepads. From flowers and birthday cakes, from tea collections to yummy snack boxes - this suited our needs and we think it an opportunity for many to curate their own cool range of personalized thank you and celebration gifts. Check out our Gifting Site and let us know what you think! Come and talk to 4xi and how we can help you elevate your employee experience today! 4xi: Inspiring the future, together. 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 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 | Santiago | London | Tokyo

According to the 2021 Global State of Hospitality Industry Report conducted by Lightspeed, half of restaurant operators are planning to deploy automation technology to fill labor gaps in the next two to three years. The survey of over 2,000 restaurant owners, operators, managers, and guests across North America and Europe the report also found that 90% of those surveyed believe technology adoption has been critical for survival throughout the COVID-19 pandemic, and nearly half of full-service operators and more than one-third of quick-service operators believe innovative technology is the key for their businesses for the future. In the last two years, the rise in the adoption of delivery platforms has been a lifesaver for many in the industry as they have navigated the intricacies of making money with these partners, but also the nuances of menu engineering, packaging that optimizes the quality of the product for the end-user, and an opportunity to get much-needed replacement revenue, upsell, and grow average check size. "In what we now know as the post-COVID world, this new way of doing business and technology is here to stay. There are multiple automation opportunities available for operators today." McDonald's is one organization exploring the boundaries – from automated drive-through order taking, the use of in-store self-order kiosks, using robots for delivery, to automating the portion of fries served with your Big Mac™ sandwich. Undoubtedly, each of these innovations creates efficiencies that positively impact the bottom line for this QSR giant. San Francisco-based investor and entrepreneur, Alex Vardakotas, who is the founder & CEO of Creator has developed a fully automated BurgerBot wherein only five minutes through the use of 350 sensors and five computers, your burger is ready to eat. Another recent innovation revolutionizing the pizza industry is from xRobotics with their xPizzaOne is a safe, reliable, and affordable pizza-making robot that fits in any kitchen. Another robotic pizza maker is Picnic’s Automated Pizza Assembly System that can make up to three hundred twelve-inch pizzas in one hour. What about ordering your morning cup of joe from a robotic Barista? CafeX is just one example of this technology, and there are six more to read about in Nanalyze’s article, 7 Robot Baristas That Will Make You Coffee from 2019. Japanese investment giant-backed innovator, SoftBank Robotics is actively exploring and investing in the possibilities of how the sector automates to not only solve existing labor challenges but also make a for a better experience. From their four-foot robot Pepper, which is optimized for engaging with people through conversation and a touch screen and is capable of recognizing faces and basic human emotions, to their autonomous self-driving floor cleaner, Whiz. Each step forward in these types of automation allows for workers to focus on higher-value tasks. Whatever the futuristic extent of the technology, now more than ever technology must be easily consumable, accessible, and drive convenience for a better consumer experience. One such example is BlueRunner Solutions is a comprehensive app-based tool that helps consumers have a better experience and engage with the physical environment – think in terms of how a student might engage with their campus and all the available amenities, or how a new employee navigates their place of work or visiting their new office. It is imperative to make it seamless for these consumers to gain access to a building, book space for a meeting, find their way around campus, or see what is available to eat in the campus cafe that day. Multi-purpose apps, now than ever before, are much more powerful than the ubiquitous single-purpose apps of the past. BlueRunner acts as an enabler and connection to the physical environment and includes a wallet to make payments. BlueRunner is not just for the direct consumer either. For example, the BlueRunner platform offers parents the ability to browse menus and purchase meal plans for their kids as well as look at classes and events that are going on at the school. Employees can pre-book meeting rooms or classes and order catering for that meeting. The Loyalty & Rewards section of the app allows customers to utilize a cloud-based, convenient, contactless payment choice that incorporates loyalty rewards and e-gift cards. Previously, automation was a perceived threat to minimum wage workers of the world in the hospitality industry. Now, with employers reporting up to 25% disparities in finding hourly workers, automation is becoming an essential solution to fill the gap of labor shortages. 4xi Innovation Partner, MyFieldAudits is another groundbreaking, single-source App that provides greater visibility into dispersed operations, performance, and metrics. Completely customizable for your operations, the MyFieldAudits platform allows helps you see like never before, and all from your pocket smartphone. Technologies like MyFieldAudits and BlueRunner are filling the gap to ensure that the consumer experience is seamless, embracing, efficient, and above all convenient and easy to use. What are you doing to leverage technology to address the challenges faced today? Come and talk to 4xi and how our carefully curated Explorers Innovation Partners can help fill the void, or if you are seeking a specific solution, use our InnovationScout© service to find the answer. You can check out our Innovation Partners at: www.4xiconsulting.com and our Explorers Innovation Directory. 4xi: Inspiring the future, together. 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 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 | Santiago | London | Tokyo

What is the value of a Global Operating Model to support your Amenities? As global organizations review their services and try to create consistency across their portfolio, many struggle with how to do this effectively and ask what are we trying to accomplish and what is the benefit? Others seem overwhelmed with the task and rely too heavily on local operators and managers. "You do need to incorporate the local nuances of in-country cultures, expectations, and local legislation; however, building a company that has consistency in approach and non-negotiable standards will go a long way in building a brand and organizational culture." Your Amenity Strategy should be inclusive of all the touchpoints that enhance the workplace and guest experience. This runs the gamut from Reception, coupled with Security, to Dining and Conferencing outlets, to Wellness and Mindfulness Centers, and more. The key is to create a consolidated approach, have buy-in at all levels, and execute with consistency that builds on the brand. Whether you are a company that is trying to create a seamless experience, or a management company fulfilling the services, the same principles and approach apply. What are the benefits of getting this right for the employees? Understanding how applying a common set of principles, scaling them, and then executing them on a global, regional, and local level is key. You want to provide amenities that support productivity, collaboration, and engagement while attracting and retaining the best talent. "The “Haves” and the “Have Nots” has long been an issue, accentuated by the global pandemic." What about your clients and visitors? Having a streamlined and controlled experience, end-to-end will help establish and build your brand. This experience comes alive in the people and place of business. Having the structure and well-thought-out approach from the entrance to exit is extremely important. "The variations in country and culture can be achieved by slightly modifying the Standard Operating Procedures, but a warm and easy welcome and attention to detail in every aspect goes a long way in any country." How do you execute successfully? How do you accomplish this over time and with a planned investment strategy? Start with the low-hanging fruit…the low cost, high impact changes that everyone notices. Training is key as you can’t just change the space, you need to operate with consistency. It starts with understanding the current services, where they operate, and how they operate. What is the desired outcome and what are the roadblocks? Building a compelling and coordinated approach to creating, budgeting, delivering, and training your global amenities. This includes consideration of design, technology, standards, and training. Barbara Boden is Co-Founder and Managing Partner of 4xi Consulting. 4xi has broad experience in solving the global amenities challenge, from large financial institutions, in manufacturing, and in the technology sectors, worldwide. CONTACT 4xi TODAY to learn more about how we can be of assistance to you and your organization. 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 | Tokyo

This edition of 4xi Industry Insights goes through the differences between Insourcing and Outsourcing, the Pros and Cons, and the opportunity for organizations to make an informed decision on which is the best route for you and for your business. INTRODUCTION Each organization is unique and has its different needs. Every business has a set of core competencies and focus and a series of support services it requires to operate. The dilemma becomes when considering which to manage yourself versus hiring external partners, and expertise. It’s hard to imagine a university outsourcing its curriculum, a hospital outsourcing its surgery, or a car manufacturer outsourcing its vehicle production. But think about those organizations, like Nike, Apple, and Google, who all outsource what for many might be considered as core, retaining only the critical business elements in-house. But then in the world of support services, its difficult to comprehend how such activities as facilities services, food service, conference center management, fitness, even childcare, and employee transportation can be considered as anything but a distraction to the core focus of many businesses – and that is why there is a high level of outsourcing in these areas – but is that right for everyone? DEFINING INSOURCING VS. OUTSOURCING These are the methods of dispersing work among different departments internally or with different companies externally. Insourcing is typically done solely from the organization's own operational infrastructure, while Outsourcing leverages external expertise and infrastructure to perform a specific task or tasks. One leans on external expertise, the other on internal resources. "There is a reason why many organizations decide to outsource and mainly around the question of risk and reward. What are the risks associated with Insourcing, and what is the upside?" Opportunity considerations For some organizations, insourcing is an important source of cultural pride. No matter what department of the organization, employees all belong to the same organization, they get the same name on their paycheck, retirement benefits, opportunities for career progression. The organization is one and fully aligned. Outsourcing may be seen as hiving off profitable dollars to external organizations, increasing the risk of breaches in confidentiality, conflicts of interest, or just simply being separate organizations, a fundamental misalignment. "Many of these perceptions are unfounded and should not get in the way of your decision." Professional outsourcing partners From all-encompassing, multi-service integrators to individual service specialists, the choice for outsourcing is wide and varied. These organizations have the necessary expertise and experience to deliver in their chosen fields of specialism. "Outsourced service providers exist for a reason, but the selection of the right provider, the right relationship based on trust, and the parameters of how you engage are the critical elements for success." STICK TO THE KNITTING: WHAT IS CORE, AND WHAT IS NOT? The biggest dilemma for organizations is understanding what is core business and not, what is a focus or distraction, what to Outsource versus Insource. Now that is the question! What is your core business? This may seem a fundamental question but an important point of departure to understand. What are the essential elements of your organization that are required to run, grow, develop and thrive for the long term? Create a matrix and list all those activities that are essential today, those that are important, and those that are necessities. Somewhere between essential and necessary, you will find the road signs for your path to Insourcing vs. Outsourcing. What are the risks and opportunities? Alongside your matrix, highlight all those functions that are high risk to the business performance, low risk, and leave those that are neither blank. This will add a further layer to your analysis of those things that you probably shouldn’t outsource versus those that you could. Do you have the infrastructure and expertise? Then for each of the services mark which you have the internal infrastructure or expertise to manage directly, and those that you don’t. Use the 4xi 5-Light Assessment & Risk traffic lights to help you. Understanding the risk and opportunity is fundamental to your outsourcing decision. SO, WHAT ARE THE PROS, AND THE CONS? It’s a big decision, right? There are lots of Pros and Cons but what does that mean for me and my business, and how do I assess which is the right path? Hopefully, this will give you some clues for your journey and decision map. OUTSOURCING PROS(+) - Allows focus on core business and avoid distractions - Access to a larger talent pool - Reduce direct headcount and direct labor costs - Transfer of operational, financial, and sometimes reputational risk - Hire specific discipline experts to fill experience gaps - Contractor focus on profitability more likely in control - Access to innovation and subject matter experts CONS(-) - Feeling of lack of ownership and control - Perception of losing ownership and control - Potential misalignment between cultures - Risk of confidentiality breaches - Partner drive for profits can lead to shortfalls in service - Poorly aligned operating agreement can lead to mutual frustration - Once you outsource is often difficult to reverse ROAD SIGNS A carefully drafted Partnership Charter and a mutually vested approach to success can ensure the best outcomes for all parties. What is the expectation (from both parties), identify the measures of success (not just KPI’s by Value Performance Indicators), identify the partnership vested leaders, the rules of engagement, the cadence of communication, and governance. INSOURCING PROS(+) - Allows you to stay in complete control of all your business activities - Flexibility and nimbleness to do what you want when you want - Possible integration with other departments - Ability to leverage resources such as HR, IT, Marketing & Finance - Sense of pride, one company, one team, one culture, together - Deeper connections and trust between leadership and imperatives - Attracting and retaining top talent is difficult and time-consuming CONS(-) - Empire building over time can lead to overspend - Lack of focus can lead to operational and financial inefficiencies - Insourced teams can have a lack of career progression - Potential isolation from the latest trends and opportunities - Support departments can relegate priorities to core business ROAD SIGNS When considering Insourcing, or already Insourced, regular benchmark exercises to understand market factors, trends, and commercial considerations will ensure that you have a regular sense check and validation of your position. THE OWNERSHIP OR TRANSFER OF RISK IS A BIG THING "Whether financial, operational or in some cases reputational risk (or opportunity), it may come down to this analysis that will help you get to your conclusion." What is the difference in cost? The cost differential between Insourcing and Outsourcing is ultimately the total cost to the business but that is often a cloudy calculation. On the face of it, Outsourcing presents a better cost assessment with isolated costs detailed within your contractual agreement with your partner, however, this often doesn’t include the internal partnership management resources that in almost all cases is needed. Then, in the Insourced option, it's equally cloudy. How do you capture the real costs of the internal resources dedicated to supporting the operations? According to the Houston Chronicle, the ultimate cost differences (when the historic cost is fully identified) can be significant and estimated to be a 15-20% saving when appointing outsourced providers versus self-operated services. "Probably the most important considerations are, do you have the internal expertise to successfully deliver the services, in line with expectations, and on budget?" 7 STEPS TO SUCCESS If you are considering your options from either side of the fence, to get a clearer picture, think about the following 7 Steps to Success: 1. Complete the Risk/Opportunity Matrix 2. Identify the cultural and human impact of change 3. The financial impact of change 4. Test the market for innovation and cost 5. Analyze total cost, quality, and impact 6. Either improve existing or Outsource 7. Revisit at least every 3 years FORTUNE FAVORS THE WELL-INFORMED To Insource or Outsource for many is a big decision with lots of complexity. Don’t be alone, there are others who have been on the same journey, and we’re happy to help. Food for thought Whether you currently operate the services in question, or you contract out, a well-informed point of view is always the best point of view. There will be scaremongers along the way, whichever side of the fence you are on, but ultimately, you need to do what’s best for your organization. There are many well-appointed, professional outsourcing organizations in the market from complete Integrated Facilities Management, to food, conference centers, fitness, mailroom services, to transportation, and childcare. There are also organizations that provide full back-of-house and support services and coaching designed to support Insourced operations and mitigate the risks. 4xi Global Consulting & Solutions would be happy to engage with you and take you through this assessment of opportunity and risk, market match you with appropriately qualified outsourcing companies and support self-operated operations too. DOWNLOAD OUR WHITE PAPER HERE 4xi: Inspiring the future, together. An article by Simon Elliot, Managing Partner and Co-founder of 4xi Global Consulting & Solutions. Simon has spent his career in the food and facilities management sector across six continents in Business & Industry, Education, Healthcare, Government, and Remote Site services. Today, 4xi helps and supports organizations seeking to advance their businesses, gain efficiency and improvement through technology and solutions. 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 | Tokyo

I wonder if you can name the top 10 highest grossing films of all time? I couldn't until I Googled it! With Avatar in number one place, a list of memorable films follow including: Avengers, Titanic, Star Wars, Jurassic World, Furious 7, and Frozen II, with Lion King, one of my favorites, at number 7. But what makes for a blockbuster movie nowadays? As a father, and as I would claim, a fully grown, stable adult, watching films with my daughter through the years, I realized that there is as much a science as art in the production of the modern film. "How else could you explain why films about a racing snail, a rat turned chef, Dusty the Crop Hopper, or a karaoke competition in an imaginary world filled full of animals could make a grown man cry?" And, as I looked around the movie theaters through the guise of darkness and my snivelly Kleenex I realized that I wasn't the only one! It was from these experiences that I realized there were comparisons to be made with the function of business to business growth. Here are my meanderings on the topic: "How often have you heard the saying, 'he (or she) could sell ice to Eskimos, they were so good at sales'?" I have always had a fundamental issue with this statement as not only is the premise so outdated, that even when perhaps it wasn't (if ever), it suggests that selling is some sort of grift as opposed to a science designed to solve client challenges and build long term, mutually valued and sustained business relationships. The reason why these blockbusters are so successful is that they have applied a science to the artform and created a certain framework that optimizes the odds of success: It's a Team Sport There's a reason why at the end of the movie the credits are so long - it takes a village to make a successful film. The storytelling, the audience appeal, setting the stage, the musical composition, the marketing, the execution, and delivery. Just a few of literally hundreds of elements that make a successful blockbuster film. One Actor doesn't make a Film Films that rely on one actor often disappoint the box office. The cast and balance of characters are equally if not more important. The whole is greater than the sum of the parts, a favorite saying, or Strength in the power of the collective, another - the same applies in business. Listen, Learn, and Understand your Audience In the world of business growth - who is your target audience? Where are they? In what sectors? What are their philosophies? Do you align? Through careful Client Profiling, then you can narrow down your audience and optimize your chances of success. Make Emotional Connections Beyond the product or thing that you are selling, through listening, learning, and understanding, how can you make meaningful connections that matter to your audience the most? Consumers and customers who believe that you understand them are more likely to buy and remain with you for the long term - this is why we watch films multiple times, cant wait for the sequel or the next in the series - through emotional connections we build loyalty. And, make sure the product is good (or better still, GREAT) It might sound obvious, but whatever business you're in, your product needs to not only do what it says on the tin, but also surprise and delight and exceed consumer expectations. Look at some of the most successful organizations in the world, they're built on great products and great customer experiences at the core. Take a good look in the mirror The difference between a good actor and a great actor is that they have the ability to deeply self-reflect. In fact, the very best actors are often their own biggest critics. Take a step back and scrutinize what you do, how you do it, what your audience really think is crucially important - often difficult and sometimes painful, but absolutely essential to success. Keep the Extraordinary, discard the ordinary Every movie has a graveyard of shots, film, and scenes that end up on the cutting room floor. It's fine to discard the ordinary to keep and optimize the extraordinary. Constantly review your performance, keep the great bits and disregard the not so great. Again, this may be painful, it may need you to step back, but its also essential. So, whatever your story, script, your film, make sure that you follow suit with the movie world and include all the key ingredients to turn it into a blockbuster. 4xi: Inspiring the future, together. Simon Elliot is Managing Partner and Co-founder of 4xi Global Consulting & Solutions, is a Member of the Chartered Institute of Personnel & Development (CIPD), Institute of Leadership & Management (ILM), and a Fellow of the Institute of Directors (IoD). He is also passionate about the world of work experience and is Chair of the WORKTECH Academy for North America. In tackling the many complexities of winning better, retaining better business, 4xi's TRUE NORTH© is a platform for Charting a Journey to Strategic Partnership. After many years of working with overly complicated (and expensive) methodologies, rather than practical applications to improve business, they just gathered dust in sales leaders draws. We wanted to create something that was practical, realistic, and that would act as a daily framework to improve retention and growth. TRUE NORTH© tackles the basics from the Foundations of Partnership, Performance vs. Trust, the Partnership Lifecycle, and maps out the journey to success. It addresses the fundamentals of Portfolio Management, of Data, Information, and Insights. Takes you through a series of self-refection exercises, and Account Management plans, and profiling Ideal Client Targets. TRUE NORTH© employs the 5-Light Risk and Situational Assessment throughout as a means to measure performance and comparison to help you focus on the things that matter, identify risk, and opportunity. In the final chapter, Onward, TRUE NORTH© goes through the process of creating Partnership Plans and the ultimate strategic target of creating a Partnership Charter with your key clients, designed to literally get you on the same page. Interested to learn more about 4xi, and TRUE NORTH©, then contact us today to see how we can help you today to retain better, win better business for tomorrow. Email us: hello@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 | Tokyo