Perhaps you’ve heard the saying that "employees don’t leave companies - they leave their boss”. I tend to believe this is true in most cases. I see people as the most valuable asset of every company. Leaders are responsible for their own collective behaviors, and the culture of the organization. Consider the following overarching success equation: The organization has an overall cause, or mission, vision, and values that set the tone. Leadership behaviors form the culture while directly impacting employee attitudes and engagement levels. Employee attitudes and engagement directly impact quality output (the product or service delivery). Finally, the quality of the product or service directly impacts the client’s experience, which; Collectively IS the reputation (marketplace image) of the organization. A recent Gallup study reports: Companies with engaged employees achieve 21% higher profitability than those without. Engaged employees have 41% lower absenteeism, and 59% less turnover. "It is the outward expression of internal beliefs and emotions about yourself and others. Leadership is never about you, it’s always about the team and the cause." CAUSE: What is the company all about? Mission and purpose? PEOPLE: Culture, leadership behavior, and employee engagement. PRODUCT OR SERVICE: Quality, relevance, price, and value. CLIENTS: Experience, perception. IMAGE: How the company is viewed in the marketplace. ENGAGED EMPLOYEES Most leaders already agree that employee engagement is vital to the success of their organization. Many company leaders invest resources and money into programs that they believe will improve employee engagement such as diversity teams; recognition programs; health insurance wellness benefits; daily communication huddles; leadership town halls; and the list goes on. These are all important and certainly do have value. They are evidence of an organization’s commitment to its employees and the environment in which they work. "I ask the question of leadership, are these enough to foster the highest levels of employee engagement? I don’t believe they are." TAKEAWAY: Leadership is never about you, it’s always about the team and the cause. LEAD TO SERVE, SERVE TO LEAD How one finds themselves in a leadership position is irrelevant. How one behaves in a leadership position is what matters. Their behavior is definitely their choice. Servant leadership behaviors for the most part can be developed through training and awareness programs. I advocate that organizations organize their external recruiting effort to include analysis of these characteristics, look for them in future leaders, and invest in this area of people development for their existing leaders. This article is intended to provide an overview of the servant leadership behaviors I’ve learned through experience as a leader in the hospitality business. I have worked for and watched hundreds of leaders over my forty-two-year career, employed by two leading service companies: ServiceMaster and Aramark. Some of these leaders were inspiring, while some were never intended to be leaders at all. I learned from both. And like most others, I’ve personally experienced both failures and success. Regardless of the outcome, I have always been humbled by the incredible privilege of leading other people. EXPERIENCE MATTERS I give an abundance of credit to the culture of ServiceMaster, where I was privileged to work for twenty-four years, beginning at the impressionable age of twenty. ServiceMaster Industries was a leader in providing management services in a number of business spaces, having a solid reputation for delivering service excellence. What was unique about the ServiceMaster culture was the loyalty the firm received from the employees and customers. I believe this was a response to the loyalty and love that the firm’s leaders gave to employees and customers. I must emphasize that profitability of the firm was available to all employees through a share purchase program. Employees were owners and vested the “cause”. The second of four ServiceMaster stated corporate objectives was “To Help People Develop”. The training and development of people at every level of the organization was an imperative that began on the first day of employment. Everyone had a development plan, from the President to the Housekeeping Associate. People's development activity was monitored by a team of corporate and divisional Training Managers. Every employee had at least one mentor over their career. Learning at ServiceMaster was considered a life-long endeavor, and the firm believed it had an obligation to help people develop. In 2001, I was fortunate to secure a position at Aramark which acquired ServiceMaster. Aramark was also a leader in the management service business. I was a senior growth leader at the time. It was there that I benefited greatly from the mentoring of two incredible leaders who guided me through what I considered to be a frightening situation. They gave me an important role in the “new” company and a collaborative place on the integration teams. They helped me to survive, and then to thrive. They were highly competent business executives, but they were also servant leaders possessing traits I had become skilled at spotting. I’m not sure they knew it, but servant leadership came naturally to them. "There is much written about the subject of servant leadership. What follows however is mostly drawn from my own experience - and I believe that, experience matters." HUMILITY Perhaps the most important behavior of a servant leader is the expression of humility. Serving and leading people is a privilege. Those that practice servant leadership understand this, and it is reflected in their behavior and demeanor. Humility is foundational and extremely difficult to teach. I am reluctant to use a biblical term because it can easily be misconstrued as an attempt to proselytize. If you know me, then you know this couldn’t be further from my intention. It just so happens that this is where I found the most helpful characterizations of humility and the opposite feeling of pride. Pride can be dangerous for a servant leader. How it is expressed, and about whom, determines how it is received and the impact it makes on people. Servant leaders never express pride in themselves, but always in the collective team and the nobleness of the “cause”. Servant leaders understand the need to express pride in the right dosage, or it can kill the efforts of the team. Pride can easily be received as conceit or arrogance – which for all intent and purpose – it is the antithesis of servant leadership. "When pride comes, then comes disgrace, but with the humble is wisdom." UPSIDE DOWN ORGANIZATION CHART This is a very common illustration used to describe servant leadership. Truthfully, it conveys only a small part of the story. Suffices to say it reflects the notion of employees being served by the leaders, so they can deliver quality services or the product to the clients. Certainly, a great point, but it misses the most important elements of servant leadership: beliefs and behaviors. Servant leadership is not mechanical, it’s fluid. It’s not a ballad, but a symphony. It is not a fad; it’s a core belief system. "Serving others is a selfless act. You serve your team, not the other way around." LOVE This word is not used in management, leadership, or business books. I’m not sure why it isn’t, but I find it to be essential to mention. Servant leaders need two things – a cause they can internalize, and people they can serve. Love comes in many forms, but at the core is unwavering commitment, transparency, and loyalty. Most people like to use the word love to describe their relationship with their significant other or family members. This certainly applies. I like to also use it to describe the power behind servant leadership. "Love the cause and your team authentically. Show it in your behavior. Be vulnerable." RESPECT This seems so fundamental, but it is essential. For servant leaders, it is second nature to give respect to all those that they lead, this is not true for all leaders. Simply stated, people respond favorably when they are respected, and they turn away when they are not. Let’s unpack the important dimensions of respect: APPROACHABILTY: Servant leaders must be approachable. If their teammates are truly the most important part of the organization, then openly engage with them. Stop what you’re doing when approached and ensure your teammates know you are open to them. Smile, face them and if necessary, move to a private location to avoid distractions. ACTIVELY LISTENING: Giving undivided attention, and active listening. This requires physically facing the person talking to you, possibly leaning in. Making direct eye contact and offering acknowledgment of feelings and statements, asking pertinent questions, and not multi-tasking. Taking notes sends the signal that you respect and care about what the other person is expressing. Always follow-up if the topic requires it – if you don’t you lose the vital servant leader currency - trust and credibility EMPATHIZING: Active listening is not enough, servant leaders empathize. They put themselves in the shoes of the person they’re communicating with to gain an understanding of their feelings – be they worry, pain, happiness, etc. Empathy enables the servant leader to make a connection and convey their understanding and compassion. I know I said I would not pitch any more statistics, but this one is powerful. 93% of employees believe showing empathy is an important way to advance employee retention. BEING TRANSPARENT: Being transparent and truthful about everything. People thrive on information and understanding – they need this to make their maximum contribution and gain their maximum reward in what they do. Information brings understanding and is liberating. Information withheld breaks trust and send a signal the team members cannot be trusted. If the information is sensitive, and convey this. But first and foremost, be transparent. SEEK ENGAGEMENT: Servant leaders make it a daily priority to walk around looking to engage with others. They politely ask if the person they’re engaging has a moment to talk. They ask questions like; how did your daughter's ball game go last night; is your husband feeling better today; tell me about vacation; how is the college search coming along? They ask work-related questions like: Is the IT team engaged in the project; what can I do to remove any obstacles and better support you; are the Dallas client expectations being exceeded, Tyler I’ve experienced this before – may I offer you a suggestion? Allison, I heard the presentation went well – thank you for your leadership on this account. Eve, the Philadelphia client raved about your responsiveness during our meeting last week – thank you for what you do to care for this important client! COLLABORATION: Not always easy to do, if you’re a “get it done” type “A” person (Ahem, speaking for a friend). But the skill is very important if you desire to behave like a servant leader. People want to be involved and play a part in how the cause is being achieved. "Respecting others is not optional. People naturally respond to respect. Get out from behind the desk, grab a pen and pad, and engage your team every day." AUTHENTICITY People can sense when someone is insincere in their behavior. If the team feels the leader is insincere or not authentic – their leadership is undermined and the team’s ability to produce excellent outcomes is severely limited. Outward passion for a cause and love for people cannot be faked. To determine if you possess these feelings requires serious and truthful introspection to be a servant leader. Do the mission and values of your organization (assuming they exist) are ones you can internally own, and represent to others through your words and your actions? How about your excitement for the product or service your team produces – does it create a solution you can be proud of? Are you the happiest when you’re engaging and serving other people, or conversely do you prefer to be at your desk examining numbers or reading reports? Do you relish helping and coaching others in their career aspirations? Do you like seeing others grow and get recognition? Is it a part of your purpose to favorably impact the lives of others you lead or collaborate with? There are other questions you can wrestle with to help you determine where you are in your quest to become a servant leader – and it can be done. "I read that a dog’s sense of smell is so powerful, it can smell a drop of blood in a large swimming pool. Humans are the same when it comes to sensing a fake." SENSITIVITY TO THE CHALLENGE OF CHANGE I have a favorite book written on the subject of getting things done, The 4 Disciplines of Execution, by Chris McChesney, Sean Covey, and Jim Huling. I highly recommend it if you are searching for help if you or your organization struggles to execute new initiatives effectively. I’ve used the process, and I know it works – I’ve experienced it. I’m telling you about this book because change is a challenging process, and it requires focus, discipline, and servant leadership. The authors talk about the “whirlwind” which can present the biggest obstacle to change and accomplishing specific goals. According to the authors, the whirlwind is expressed as “the massive amount of energy necessary to keep your operation going on a day-to-day basis”. They also say “Executing in spite of the whirlwind means overcoming not only its powerful distraction but also the inertia of the way it’s always being done”. Servant Leaders are in a position to guide people sensitively through stressful times. Let me put this concept in my own words. It’s human nature to establish a comfortable routine, most of us do this in life, including our work life. To make a change in your behavior or that of your teammates, you’ll have to exert discipline and set aside time for it. You and the team must collaborate and decide exactly what actions need to be done differently. Then implement a monitoring system to ensure the actions are being executed. Then the vital question – are the actions changing the outcomes you wanted to impact in the first place. Examples of outcomes you may be trying to change: Is employee turnover being reduced? Is employee engagement increasing? Is the quality of your product increasing? Are you retaining more customers? Remember, all must participate in the development of the new behavior. Often, at the end of the day, we wish we had accomplished more. However, wishing alone doesn’t get us very far. Have you ever asked yourself “where did the day go?” Quite possibly, the whirlwind took over! Schedule time out of the whirlwind each day and dedicate it to thoughts about how you can move more effectively toward your goals. Think about which goals your business would benefit from if you were to consistently meet them. Ask yourself, what new or different actions do you need to build into your routine muscle memory to excel? I don’t mean to oversimplify this process or make it sound easy. It’s not. As I said, it takes commitment and discipline. All credit to this process goes to The 4 Disciplines of Execution - I highly recommend this book for all teams trying to make a change, and leaders trying to guide change. "The daily “whirlwind” is extremely powerful. Whatever behavioral actions are identified to change; it must be monitored until it becomes part of your routine muscle memory. Servant Leaders play a role in helping their team through the “daily whirlwind” and guiding them through the stressful process of change." IN CONCLUSION Servant leadership sets aside the ego of the leader and any notion of “control”. It puts the behaviors I mentioned above center stage. They work alongside their team, not overtop of them. They guide them, yes, but they also liberate them. Servant leaders set aside personal gain and dedicate themselves to the cause and the team. They see “profit” as more than numbers on a paycheck or the profit and loss statement, but more the impact of the cause on employees, clients, and their businesses (their clients' cause). They believe that fiscal profitability will follow the creation of and the delivery of value. Do not mistake this as a lack of concern for profit, or personal financial provisions. It simply means that they do not view fiscal profitability as the primary purpose. Many organizations will mistakenly reject servant leaders for this reason. I would call that short-sighted. I will close with a final thought. Most people believe, or say they believe, that money will not buy your happiness. I personally believe this. I enjoy getting a bonus as much as the next person because it enables my family (collectively and individually) to have more rewarding experiences in life. Or, to fulfill their destiny for getting the most of this life. The bonus, therefore, feeds my personal “cause”. "Servant leaders are dedicated to the company's cause, behaving selflessly in its pursuit." FURTHER READING: If you would like to learn more about ServiceMaster, I suggest reading The Soul of the Firm, authored by C. William Pollard. Get your highlighter ready – the applicable takeaways are plentiful! My personal “go-to” book when I need to think about the privilege of leading. OTHER REFERENCES: Gallup: Employee Engagement on the Rise, by Jim Harter. August 26, 2018. Gallup: The Right Culture: Not Just About Employee Satisfaction, by Jim Harter and AnnaMarie Mann. April 12, 2017. ABOUT THE AUTHOR: Ed Snowden has 40+ years of progressive leadership roles at two FORTUNE 500 management services companies where he won several performance awards. Ed has vast experience in a multitude of business capacities including strategic account management, sales leadership across North America. If you need support in building and driving your business culture, strategic partnerships, or growth, you can contact Ed directly at: EdSnowden@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 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. 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In a quandary about how to attract, retain, and engage with your customers? Are you looking for strategies that get you the results you need to build a better business? As part of Tony Johnson's, Ignite Your Service Customer Service Academy series, this podcast episode speaks with Strategic Partnership & Growth expert, Ed Snowden from 4xi Global Consulting & Solutions. Tony gets up close and personal as Ed shares everything from his favorite brands for customer service, his favorite job - ever, best holiday destination, and favorite type of favorite food. Ed also shares some of his insights on what it takes to win and retain better business based on his over 40 years in strategic partnerships and growth in the services industry working with large multi-hundred-dollar client portfolios. In addition to sharing some of his tips and tricks, Ed references the TRUE NORTH Strategic Partnerships & Growth Academy due to be launched in early 2022. 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. Ed Snowden is Consultant, Strategic Partnerships & Growth with 4xi, and helps clients navigate the labyrinth of winning and retaining better business. He is the co-author of the upcoming TRUE NORTH Strategic Partnership & Growth Academy due for launch early in 2022. 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

Never in the history of humankind has there been a more pressing need to drive change in behaviors that protect our environment and uphold our social commitments and responsibilities. 4xi's Innovation Partner, vranda is lifting the lid on ESG data and making it more visible, more accessible, and turning data into insights that can help organizations make a difference, drive change, and create impact. Christy Cook, President, and co-founder of vranda, and Simon Elliot, Managing Partner of 4xi Global Consulting share this second report in the Sustainability Simplified series. Sustainability Simplified 2.0 Embracing the United Nations Global Compact is a good place to start - its 10 Principles and 17 Sustainable Development Goals (SDG's) focused on driving better performance and behaviors around Environmental, Social, and Governance behaviors and reporting. The challenge of clarity, visibility, and reporting performance has long been an issue. That's where vranda comes in. Aggregating data from various sources within your organization, vranda becomes Your Company's ESG Operating System creating dynamic data visualization, accountability, and task management across departments. Sustainability Simplified 1.0 The first of the series addressed the Elephant in the Room and how we as leaders need to take ownership and lead our teams, our people, and our organizations into doing the right thing because it's the right thing to do. This is no longer a box-ticking exercise but a crisis that needs bold and courageous leadership in order for us to really make a difference and uphold our obligations to future generations to come. Owners and leaders of businesses across the world need to embrace these commitments, and through better visibility to and clarity of data, make better decisions on the critical commitments of how we protect our planet, our social commitments, and our people. Are you ready to accept the challenge and take the first step to understand your data to make decisions that improve your organizations' performance? Email us at hello@4xiconsulting.com or book a 30-minute introductory call HERE 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

In times when a regular strategy just won’t do, organizations need to connect with the core of who they are and what sets them apart. Can culture help reshape places of work and drive a competitive edge? DEFINITION: Company culture can be defined as a set of shared values, goals, attitudes, and practices that characterize an organization. Most business leaders will tell you that they lead strategy-driven organizations -the C-suite sets the objectives and the marching orders and then cascades the direction to the business, the accountability, responsibility, and rules of engagement for ultimately the people to fall in line and deliver. Strategy can of course be the hero; however, some of the best strategies can fall victim to the potent power of company culture. The two need each other to deliver a winning combination. “A company rewards itself when exponential leaders align culture with strategy. Culture must ripple through every act of policy and business strategy.” William Craig, founder, and President, WebFX Corporate Services and Workplace Experience specialist, Robert Teed formerly of Symantec, Polycom, DocuSign, ServiceNow, and now Chief Coaching Officer at Integri Group sums it up nicely: Culture exists in and moves through the people that make up the company, leaders and otherwise. And, it's what connects those people, regardless of where they physically are. It’s the purpose, values, character, and personality of your organization in action. Leaders who have or want a ‘great’ culture rarely leave it to happenstance. They are intentional about culture. They are clear what a 'great' culture means to them, they invest in it, they curate it, they amplify it, they live it. They feed it, and it feeds them. Employees who want to be part of and contribute to a 'great' culture do the same. Company culture transcends the physical workplace. Your company's office walls may exhibit and reflect your company's culture, but they are never its source. Its source is always the people. Having a hip office with cool amenities does not make for a great culture (Silicon Valley has had no shortage of toxic cultures existing in hip offices). There is never an absence of company culture. Some version of company culture always forms, love it or hate it, try or not. Visionaries, Early Adopters, Trailers & Resistors Most organizations will have a combination of: VISIONARIES - those blue-sky thinkers that invent, create, dream the future that is critical to any organization. However, they need the rest of the organization to follow to turn any of these dreams into reality. The Visionaries tend to be fearless as they understand that without risk there cannot be progress. They look to the EARLY ADOPTERS/CHANGE AGENTS in the organization – those who see the merits in the ideas and are willing to give it a try to see and explore the possibilities. The Early Adopters are explorers and sometimes willing to go through a certain number of challenges or risks to explore the future. Every organization has the TRAILERS, that 5% of businesses that neither lead nor get in the way, they simply follow. But by far the biggest challenge lies with the RESISTORS, of an organization. It’s this group that needs to be convinced of the new direction, maintaining, or changing your company culture – in fact, these resistors can be the success or failure of any cascaded strategy, no matter how great or visionary it is. The key here is not to convince them but gain their buy-in and support to help drive company culture forward. The recollection of the ‘Kodak Moment’ rings loud for many. A Visionary at the firm invented one of the first digital cameras as the future of the business. The idea was turned down in preference to sticking with traditional film, and the rest is history. Fear is a driving factor Instincts are at the very core of human behavior and one of the most powerful instincts is fear at either end of the spectrum - the Visionaries thrive in the fear zone but at the peak of the Resistors, fear is an inhibitor of progress – fear of change, doing things differently, perhaps new ways of working that will threaten their own individual ability to survive. Those Resistors thriving in the status quo can often outlive or overtake the few visionaries and early adopters. Time is of the essence to gain buy-in from non-adopters before they wear out the efforts of those intending to drive transformation and change. The Resistors become key to your company culture, and through understanding and managing this group lies an organization’s ability to succeed or fail. An important test of culture is how your people behave when no one is looking – do they embrace the new ways of working or do they revert to the old? Even worse, do they actively block progress in the fear of their own survival and protectionism? Why Investing in Culture is a Winning Strategy? “Culture will guide organizational design going forward. It’s no longer an afterthought, but a critical pilar of every strategic plan. Strategy and culture need to work hand-in hand.” Georgina Miranda, Culture & Strategy Officer, 4xi Global Consulting We’ve been on ZOOM for almost 2 years versus walking the halls and connecting with our fellow peers and leaders. The values and connection points that contributed to organizational culture have been tested in endless ways during the pandemic. This period was one of challenge and learning. Each of us has emerged with a new understanding of ourselves, our team, and our world at large. As organizations consider and design what returning to work looks like, the big question leaders need to ask themselves is ‘what do we want it to feel like?’ Leaders have the prime opportunity to design and innovate a culture that reinspires their people back to the workplace. We live in times where people are consciously choosing to leave roles in droves, that no longer suit them. Culture can be an excellent competitive advantage to attract and retain top talent. Culture can be the glue to help people reconnect again in a meaningful and unified way. We can’t expect people to just snap back in like a puzzle piece. There needs to be space for reconnection and culture is a critical element. Developing a strong organizational culture takes time, investment, and buy-in. It starts with awareness around your current culture or lack thereof. You might look at what needs healing, what needs attention, what needs development and support, and what needs a total redesign. This work shapes the DNA of the organization so to speak. It also helps create clear boundaries of what a company IS and IS NOT. People choose their places of work equally to belong to something bigger than has a purpose. Here lies the opportunity to align around a common value system, purpose, and organizational approach to doing business. To even understand your starting point in the realms of company culture, you need to listen to your people and ask questions to know where to begin and invest. When a culture has been adopted and valued, you feel it at every level of the organization—top-down and bottom-up. Everyone walks the talk from the inside out. This means your customers and external sources feel the thing you do too. Think of aspirational organizations like Virgin, Patagonia, and Apple. Their culture lives far beyond their products and offerings and leaves a meaningful and lasting impression. Actions often speak louder than words, as you see behaviors aligned with overall cultural norms and values at every interaction. Culture driving impact and changing behaviors? The Walt Disney Company is often lauded for their fantastic customer service – and this is even as they continue to test the price elasticity of a daily ticket in their theme parks. There’s a story about a young child who tossed her Belle doll over the wall of a construction area at one of the parks and by the time park security retrieved it, the doll's dress was ruined by mud and water. Since there wasn’t a replacement available, the textiles team made a new dress for the doll and returned it good as new to the family at their hotel along with photographs of the doll’s day around the property. We have heard similar stories from Ritz Carlton as well, involving a wayward teddy bear. “Now nowhere in the Disney handbook does it spell out that team members should make new doll clothes; however, they are inspired to Create Memories That Will Last a Lifetime.” Tony Johnson, Chief Customer Experience Officer, 4xi Global Consulting This is how selecting team members with a heart for service, steeping them in culture, and empowering them to be amazing can lead to magical experiences. Being intentional in having everyone understand your purpose and WHY is critical in developing culture throughout. And it goes beyond just theme park theatrics. This comes to life in healthcare organizations as they build teams of empathetic caregivers or in restaurants with inspired culinarians. Customer Experience is inextricably linked to culture and is about understanding that sales growth is primarily enabled by creating experiences that motivate customers to spend not just once, but over and over again. Happy customers spend more, are more likely to return, and will recommend you to others in their circles. That is a sustainable business roadmap – and one, unlike economic pressures, supply chain, or market forces, that is entirely within your control. One key to ensuring your team is prepared to serve is through empowerment. This goes beyond the usual corporate speak of “empowerment” where the word is thrown around in an attempt to sound like a leader worth following. Empowerment is scary and anyone who tells you otherwise is selling something you don’t want. You must show your team the way through your actions as a leader, emphasize your culture at every turn, and train your team in the skills they need. Then once you have shared your expectations and given them the latitude to make decisions in the moment, you must do the hard part. You have to trust them. They will make mistakes and you will need to coach them a bit – and then let them try again. But as time goes on, they will become more comfortable making decisions, thus making it much quicker for them to resolve issues and take care of guests in the moment. This is essential for any good storefront, or contact center, to remove friction points for their customers. “As an example, some organizations have systemically failed in instilling a values-based culture. Every time I go into a DMV or a USPO office, I can see the very worst of Culture as a Strategy. Each time I have the good fortune of flying with Virgin, staying at a Ritz Carlton Hotel, or go to an Apple Store I see the contrast quite clearly.” Simon Elliot, Managing Partner, 4xi Global Consulting The thing is, no matter what you say, or tell, building your culture is a delicate process and full of nuances, a long-term journey, rather than simply a statement in the annual report - it’s an organization-wide, long-term commitment to change and transformation. Vranda, an Environmental, Sustainability and Governance (ESG) reporting platform is helping enterprises comply with coming SEC requirements. Focused on driving not just data but culture - increased visibility, education across the organization, driving real impact and behavior change with folks on the front line - doing the right thing, because it’s the right thing to do. Allowing for culture to impact work experience design As we think about how work experience design goes hand in hand with culture, there are many opportunities. Lobbies and Culture For those few that have activated their lobby’s, that sets a certain tone. For those who choose a ‘Men in Black’ security presence at the front desk versus ‘Welcome Ambassadors’ achieve a different tone. Every touchpoint in a lobby experience can tie back to the organizational culture. Kitchens and Connection Food and food experiences have been at the heart of community since the beginning of humankind. We all have our most important moments over the family dinner table, around the kitchen of the home, cooking together, working together, socializing, catching up, solving problems together. What better place to build a workplace culture than from the kitchen - connectivity, collaboration, casual collisions, community. Company Campuses Look at organizations like Nike where visiting their global campuses is like a place of worship to what the business stands for. At Airbnb, how every space, every room, reflects a very personal insight into their global business. At Salesforce, where it feels more like a homage to fun and exploration than a corporate office. Capital One and their investment in workplace convenience and services, and how that builds a friendly, collaborative but highly focused culture that extends to the local community. Mergers and acquisitions In recent years we have seen endless large organizations acquiring smaller, nimble, innovative companies to grow their market share and offerings while surpassing the competition. As the two merge, what culture will prevail? While the acquiring company might be more risk-averse, how can they continue to nurture and develop the innovative spirit of the company they just acquired and create space to not lose this competitive edge? No matter where you are today on your Culture journey, understanding your current landscape is critical, from which you can build your actionable plan and strategy to transition from your current state to your desired culture state of tomorrow. It’s not an easy journey, that likely will include some form of trial and error. Yet when you can start to feel the subtle shifts in your organization of not just your visionaries walking the talk, but even those who might have protested every step of change along the way—you will know it was worth it. It will take conscious leaders to commit to developing culture and become agents of change. Conscious leadership asks us to be mindful, compassionate, and selfless in all we say and do. Becoming a conscious leader begins with having the self-awareness to drive meaningful change in the organizations we run and keep well. We have an opportunity to consciously look at our current situation in the workplace and engineer the design in a way that best supports the future growth of not only the organization but the people making the magic happen. We can’t ignore the data that speaks to the heightened levels of stress, anxiety, and depression that are impacting places of work around the world or the disparities that still exist in terms of providing equitable structures and offerings. Conscious leaders will help shift the global collective out of outdated systems, behaviors, and structures that are no longer relative to our world today and that do not have the best interest of their people rooted in their core. They will be able to do so with awareness and total consciousness, first within themselves, then within their places of work. It’s a new era to thrive not only in profitability but with impact and total well-being. Let culture be your competitive advantage and what unites your people, customers, and everyone you touch. Are you ready to challenge your status quo and nurture the right conditions for culture to be a forethought rather than an afterthought? Making Culture Your Winning Strategy is imperative today. You can view the full article here and download it too. Let us know if you would like to explore how 4xi can help you design the right strategy and help with the transformation from where you are today to where you want to be in the future. 4xi: Inspiring the future, together. THE AUTHORS: Simon Elliot is Co-founder and Managing Partner of 4xi Global Consulting & Solutions, a boutique advisory firm focused on the human experience for people at work, in education in care, at rest, and at leisure. Simon is a Fellow of the Institute of Directors (London), a Member of the Chartered Institute of Personnel & Development, and the Institute of Leadership & Management. He is also the Chair of the WORKTECH Academy for North America. Georgina Miranda is a global leader in change, transformation, mindfulness, conscious leadership development, and the advancement of women. She serves as the Chief Culture and Strategy officer at 4xi and is the CEO of She Ventures. Her clients include Fortune 500 companies, entrepreneurs, conscious leaders, and those called to shift mountains within themselves and the world around them. She is a global explorer and mountaineer athlete, on her way to becoming one of less than 15 women worldwide to complete the Explorer's Grand Slam--reaching the highest peak on each continent and the last degree of the North and South Pole. Tony Johnson is 4xi’s Chief Experience Officer in Residence, CEO of Ignite Your Service, and one of the world’s leading customer experience strategists, trainers, keynote speakers. He is an author, a presenter, a podcast, and webcast host, and one of the best-recognized personalities in the world of customer experience. Learn more at www.4xiconsulting.com or email us 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 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

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