The world of Customer Experience (CX) is evolving faster than ever, and businesses that stay ahead of the curve are the ones that thrive. At 4xi Global Consulting, we believe experience is the ultimate differentiator, and our inaugural Customer Experience Insights Report sheds light on what matters most to today’s consumers. Our survey, conducted as part of our Evolving Experiences© practice, captures the pulse of modern customer expectations, preferences, and behaviors. With insights drawn from diverse industries and demographics, this report provides a roadmap for organizations aiming to build strong, lasting relationships with their customers, guests, and consumers. What's the difference between customers, guests, and consumers - and why should you care? Download the report to find out. Customer Experience: The New Competitive Advantage The numbers speak for themselves - 94% of respondents say customer experience is very or extremely important when interacting with brands. In an era where brand loyalty is more fragile than ever, businesses cannot afford to overlook the power of a well-designed CX strategy. Over 90% of consumers report they would switch brands after a single negative experience, highlighting the critical need for seamless, high-quality interactions. In today’s marketplace, consumers aren’t just looking for products or services - they are seeking meaningful experiences that build connection and memories. Whether online or in person, the ability to deliver personalized, efficient, and engaging moments is what sets industry leaders apart. Download our full report to learn more about the trends impacting experience and how you can stay ahead of your competition in today's ever-changing business landscape. Key Trends Shaping Customer Experience in 2024 Our survey uncovered several key trends that provide a clear picture of what customers expect in their interactions with brands. Here are just a few of the insights we uncovered. Loyalty is Earned, Not Given:  While reward points (76%) remain a preferred feature of loyalty programs, ease of use (49%) is just as critical. Brands that make engagement effortless see greater long-term retention. Digital First, but Not Only Digital:  Online platforms dominate as the preferred channel for interaction, but in-person engagement still plays a crucial role, particularly in industries where human connection enhances the experience. Self-Service on the Rise:  While many respondents prefer self-service options like automated checkouts, some will use them only if necessary—highlighting the need for brands to offer both convenience and human support. Spotlight on Industry-Specific Insights Our research also explores CX trends across various industries: Consumer Brands:  Ethical and sustainable practices are increasingly important, with an increase in consumer interest in eco-friendly products. Hospitality + Travel:  Luxury hotels are setting the standard with digital conveniences like mobile check-in and automated room controls. Meanwhile, the airline industry continues to integrate AI and automation to improve guest service. Restaurants + Food Service:  Culinary innovation is key, with trends like fusion cuisine and sustainable ingredients gaining traction. Technology-driven solutions, such as automation in fast-casual dining, are helping combat labor shortages. Final Thoughts: The Future of CX As customer expectations continue to rise, companies must proactively adapt and innovate. The brands that listen, personalize, and take action will be the ones that win long-term loyalty. Whether you are a startup or a global brand, prioritizing CX is not optional - t’s a business imperative. We invite you to explore the full 2024 CX Insights Report to dive deeper into these findings and discover how you can apply them to your business. Let’s create experiences that matter! To access the full report, visit https://www.4xiconsulting.com/cxinsightsreport2024 . Please reach out if we can help you on your CX and hospitality journey.   Happy Reading! Tony (Crafted by a human, not AI.) Meet Tony Johnson Tony is the Chief Experience Officer (CXO) for 4xi Global Consulting and leader of the Evolving Experience practice.  Tony is an internationally recognized thought leader and influencer in Customer and Employee Experience.  He hosts the wildly successful Customer Service Academy podcast and is the author of two books on leadership and CX. Tony has worked with some of the top organizations across the globe, including 3M, Baylor Scott and White Health, University of Virginia, Siemens, SHRM, and more. Tony is available to help your organization with: Employee training and development Executive and leadership coaching CX and EX strategy creation Inspirational keynote talks Fractional Chief Experience Officer Fractional Chief Training + Development Officer Evolving Experiences© , a 4xi brand, focuses on Customer Experience (CX) and Employee Experience (EX) as growth engines. By creating fierce loyalty with both employees and customers, organization can differentiate themselves in an ever-changing and competitive marketplace. Let’s talk about your employee experience, guest experience, fan experience, student experience, patient experience, or traveler experience to craft compelling moments that build lifelong loyalty. 4xi: Inspiring a brighter future, together. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side, creating an impact on the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy; whether client, employee, or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy , Design & Operations TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Philadelphia | Seattle | Silicon Valley | Dallas | Santiago | London | Tokyo

In the complex and interconnected world of global commerce, pricing parity remains one of the most perplexing challenges for organizations, particularly within the foodservice industry. The Big Mac Index, developed by The Economist in 1986, offers a unique and practical solution to this problem.   By leveraging this Pricing Power Parity (PPP) Index, foodservice leaders can utilize this to understand price comparisons across various levels of their portfolios – at global, national, regional, and metro level.  Understanding the Big Mac Index  The Big Mac Index is a straightforward yet powerful tool that compares the price of a McDonald's Big Mac burger in different countries. It operates on the principle of Purchasing Power Parity (PPP), which suggests that in the long term, exchange rates should move towards equalizing the price of an identical basket of goods and services in any two countries.   The Big Mac, being a standardized product sold worldwide, serves as an ideal benchmark for this comparison including considerations such as cost of food, transportation, labor, property, and local market economic indicators including cost of living and affordability.  The Pricing Parity Challenge  Traditionally, establishing pricing parity has been a daunting task for foodservice organizations. Prices are often influenced by a myriad of factors, including local economic conditions, historic pricing practices, and competitive dynamics. Managers with clipboards surveying local establishments to set prices often end up comparing apples to oranges, leading to significant inconsistencies. This fragmented approach can result in a distorted pricing structure, impacting customer satisfaction and profitability.  Unit managers wondering around with clip boards once a year, visiting the local restaurants to get pricing lacks logic, consistency of data, and is mostly a waste of time and resources – a more data science approach solves this issue.   Leveraging the Big Mac Index for Consistency  The Big Mac Index provides a common global benchmark that can simplify the pricing process. By aligning local prices with the Big Mac's price in their headquarters' country, organizations can achieve more consistent and rational pricing structures. Here's how this can be effectively applied:  Global Pricing Strategy:  At a global level, organizations can use the Big Mac Index to set a baseline price for their core menu items. This ensures that no matter where the product is sold, there is a level of pricing parity that reflects the local purchasing power.   National and Regional Adjustments:  From country to country, economic disparities can be addressed. Prices in high-cost countries like Switzerland (+43.5%) or Norway (+25.5%) can be adjusted relative to a national baseline, ensuring that pricing is reflective of local purchasing power while maintaining overall parity with less expensive countries such as Indonesia (-57.3%) and Taiwan (-58.0%).  GLOBAL: The Top 10 (Countries):  Here is the top 10 countries globally in terms of the Big Mac Pricing Index. 1   Switzerland  $8.17  +43.5%  2   Norway  $7.14  +25.5%  3   Uruguay  $7.04  +23.7%  4   Euro area  $5.87  +3.1%  5   Sweden  $5.87  +3.1%  6   Costa Rica  $5.71  +0.4%   7   Britain  $5.71  +0.4%  8   Denmark  $5.69  =0.0% 9   U.S.A. (New York State) $5.69  = 10   Sri Lanka  $5.69  =0.0%    NOTE:  Taken from the baseline of New York (State).    GLOBAL: The Bottom 10 (Countries):  And the lowest 10 priced countries in the world: Vietnam  $3.01  -47.1%  Hong Kong  $2.94  -48.3%  Ukraine  $2.94  -48.4%  Philippines  $2.86  -49.7%  Malaysia  $2.78  -51.1%  Egypt  $2.75  -51.7%  South Africa  $2.71  -52.5%  India  $2.59  -54.5%  Indonesia  $2.43  -57.3%  Taiwan  $2.39  -58.0%  NOTE:  Taken from the baseline of New York (State).  State-Level Benchmarking:  For most countries, capital cities and major metros are more expensive than regional averages. This is the same in the United States but also there exist big swings from State to State.    UNITED STATES: Top 5 States:  1   Massachusetts  $7.09  +24.6%  2   Alaska  $6.50  +14.2%  3   Maine  $6.29  +10.5%  4   New Hampshire  $6.29  +10.5%  5   Vermont  $6.29  +10.5%  11   New York  $5.69   =      UNITED STATES: Bottom 5 States:  Nebraska  $4.29  -24.6%  Ohio  $4.29  -24.6%  Pennsylvania  $4.29  -24.6%  North Carolina  $4.19  -26.4%  Wyoming  $4.19  -26.4%  NOTE:  The Economist Big Mac Index aggregates data across countries. We added data from Zippia and UBER Eats to focus on the U.S. by state.  In the extreme, this represents a 51% swing between the top priced State (Massachusetts, +24.6%) and the bottom priced State (Wyoming, -26.4%), a potentially massive risk/opportunity for foodservice organizations who don’t have a full grip on their pricing strategy, parity, and execution through defined data points.  The Big Mac Pricing Index is not about the product itself, it's about measuring the pricing differential of a standardized product from market to market and how it relates to your tariff and pricing structure. Metro-Level Fine-Tuning:  At the metro level, the Big Mac Index can help fine-tune pricing further. For example, pricing in downtown areas versus suburban regions can be aligned more closely by examining local economic indicators in relation to the Big Mac Index.  For instance:  if a Big Mac cost $7.91 (as at 01/01/2024) in New York and is set against a range of core menu items such as a breakfast sandwich ($9.54, Starbucks, New York), then using the same pricing differential, a breakfast sandwich in San Francisco should be $9.88 (+3.5%), and in Glasgow, Scotland, $7.55 (-20.9%).  These pricing adjustments can be made systematically across your portfolio with ease, and rational and logic easily explained to clients as a set of recognized and fixed data points.  At one account in San Francisco, the unit manager was asked why a grilled cheese sandwich was just $4.00. After a few attempts to get the real answer, it turned out that it was $3.50 years previously and they had (in some years) applied a inflationary increase. Historical Price Corrections:  For organizations dealing with legacy pricing structures influenced by historic increases, the Big Mac Index offers a way to reset and rationalize prices. By benchmarking current prices against the Big Mac's local price, organizations can correct discrepancies and bring uniformity to their pricing strategy.  Benefits of a Consistent Pricing Strategy  Enhanced Customer Experience:  Customers benefit from fair and predictable pricing, improving their overall experience and trust in the brand. An associate in New York should feel confident that they are getting comparable value when purchasing the same product in San Francisco, Singapore, or Sydney.  Improved Profitability:  A standardized approach to pricing helps organizations optimize their revenue by aligning prices with local economic conditions, reducing the risk of underpricing or overpricing.  Operational Efficiency:  Using a common benchmark like the Big Mac Index simplifies the pricing process, reducing the administrative burden on managers and allowing for more strategic focus on growth and innovation.  For foodservice operators, operating margins are thin, and pricing parity is a big opportunity not only to attain consumer parity across portfolios but also offer a pathway to significantly improved profitability.  Conclusion   The Big Mac Index, with its roots in the concept of Purchasing Power Parity, offers a pragmatic and effective solution to the age-old conundrum of pricing parity in the foodservice industry. By adopting this index, organizations can ensure that their pricing decisions are consistent, fair, and reflective of local economic conditions. This not only enhances the customer experience but also drives profitability and operational efficiency, making it a valuable tool for foodservice leaders worldwide.  Want to learn more about how our Pricing Power Parity (PPP) Index and how we can help you with your pricing and tariff strategy, reach out today.    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. WHAT WE DO 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 Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking Project Management Office Food Craft Culinary Consulting CREATE. : Graphic Design and Creative Services DATAxi: Data Ingestion and Visualization Explorers Innovation Directory: Gateway to Innovation 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 | Philadelphia | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

We are delighted to announce the addition of two exceptional talents to the 4xi Global Consulting team, showcasing our commitment to both seasoned leadership and emerging innovation. Welcoming Industry Leader Chuck McAllister Chuck McAllister joins us as a Senior Consultant specializing in growth. A recognized global leader in sustainability and innovation, Chuck's expertise in packaging and materials will be instrumental in helping our clients uncover new opportunities for growth while embracing environmentally responsible strategies. His career embodies the principles of innovation and foresight that 4xi brings to every engagement, ensuring we continue to deliver exceptional value to our clients. Introducing Intern Haowen Tan We are equally excited to welcome Haowen Tan, our second intern since our foundation. Over the next few months, Haowen's focus will be on exploring how we can best harness the power of Artificial Intelligence to make 4xi and therefore our clients stronger, faster, and more agile as we look ahead to 2025 and beyond. Currently pursuing a Bachelor of Science in Computer Science at Northwestern University with a minor in Statistics, Haowen represents the next generation of innovators committed to advancing intelligent solutions for today’s dynamic business challenges. Meeting the Needs of Our Clients and the Times At 4xi, our mission is clear: to continually evolve our offerings and services to meet the ever-changing demands of our clients and the marketplace. We provide a comprehensive range of enterprise-grade services and consulting solutions tailored to client organizations, service providers, and innovators across various industries. From designing human-centric experiences to implementing cutting-edge technology and sustainability practices, we serve as trusted advisors and partners in transformational journeys. Our approach is rooted in understanding the unique needs of each client, delivering solutions that are not only relevant today but also future-focused. Whether it’s exploring new horizons with seasoned consultants like Chuck or leveraging AI-driven insights with forward-thinkers like Haowen, 4xi is positioned to empower our clients with strategies that drive success. Please join us in welcoming Chuck McAllister and Haowen Tan to the 4xi family. Together, they symbolize the blend of experience and innovation that defines our work, ensuring we remain at the forefront of delivering meaningful outcomes for our clients.   Welcome! To learn more about 4xi and how we can help your organization, contact us today: 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. WHAT WE DO 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 Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking Project Management Office Food Craft Culinary Consulting CREATE. : Graphic Design and Creative Services DATAxi: Data Ingestion and Visualization Explorers Innovation Directory: Gateway to Innovation 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 | Philadelphia | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

A Conversation with Simon Elliot, Managing Partner of 4xi Global Consulting Simon has worked in the food and amenities business all his career working with organizations all over the world, often with common challenges: Workplace Experience: How to provide equity of workplace experiences between the headquarters and dispersed small sites and locations? Building Owners: How to activate buildings to create places where people choose to be and drive tenant, and tenant employee satisfaction and engagement? Employers: How to create great food and beverage experiences beyond a vending machine and/or pantry offering? Service Providers: How to provide services to existing clients where you don't have a geographical presence? In this interview, Simon talks about OpeRaison - a lounge activation for your business, no matter where you are. Question: Simon, thank you for joining us. Many organizations struggle with providing consistent workplace experiences across their locations, particularly when balancing small offices with regional headquarters. Can you tell us why this is such a persistent challenge? Simon Elliot:  Absolutely. The issue lies in the "haves" and "have-nots" dilemma. Large headquarters often boast high-end amenities, seamless services, and consistent employee experience. Meanwhile, smaller or remote offices - often just as critical to operations - are left with fewer resources, fragmented services, and inconsistent quality. This creates a gap, not only in employee satisfaction but also in productivity and engagement. Question: What are some of the key pain points organizations face with small sites and dispersed employees? Simon Elliot:  There are several, but it often boils down to three main issues: consistency, quality, and cost. First, it’s challenging to replicate the same level of service in smaller locations due to limited budgets or lower headcounts. Second, the experience offered can feel like a downgrade compared to headquarters, leading to frustration and disengagement. Finally, managing these disparities becomes a black hole for spend, as decentralized solutions lack economies of scale and operational efficiency. Question: How does 4xi’s OpeRaison Lounge Activation tackle these challenges? Simon Elliot:  OpeRaison is a transformative workplace solution designed to level the playing field. It provides a scalable, modular approach that works for sites of all sizes, whether you’re servicing 500 employees or 1,500. It’s more than a workplace; it’s a community hub that combines functionality with purpose. With OpeRaison, small sites can have a tailored solution that rivals the experience of larger locations, all while staying cost-effective. We believe that just like the kitchen table at home where we meet, connect, share our day, celebrate, solve problems together, the same is true for the workplace. Question: That sounds transformative. Can you explain how it works in practice? Simon Elliot:  Think of OpeRaison as a plug-and-play model. It’s designed to provide end-to-end solutions from coffee and bakery offerings in the morning to a deli-style and lunch offerings, in addition to happy hour, and catering services throughout the day. It’s not just about food and beverages but about creating a space where people want to be - whether to work, connect, or unwind. This is especially critical in today’s hybrid work environment, where employers need to "magnetize" their spaces to encourage in-office collaboration. Question: Technology seems to play a critical role in OpeRaison. How does the Nectarine platform enhance this offering? Simon Elliot:  Nectarine is at the core of our solution, acting as the digital marketplace and operating system for the back-of-house operations. It centralizes scopes of work (SOWs), menu management, contracting, and vendor relations into one streamlined platform. This provides complete transparency and control over services, quality, and cost across all locations. Nectarine empowers clients to manage multiple vendors and programs effortlessly, all from a single dashboard. This ensures a consistent, high-quality experience regardless of location. Question: OpeRaison also involves collaboration with partners like Axis Design. How do they contribute to the success of the concept? Simon Elliot:  Axis Design plays a pivotal role in designing and creating the physical spaces that embody the OpeRaison vision. They bring the modular, bespoke hubs to life, ensuring that every space is tailored to the unique culture and needs of the client. Their expertise ensures the space is not only functional but also aesthetically appealing and inviting - critical factors in fostering a sense of community and belonging. Question: You’ve mentioned that OpeRaison is agnostic to service providers. Can you explain why that’s important and how it works? Simon Elliot:  Being agnostic to service providers is one of OpeRaison’s key strengths. This flexibility means that we’re not tied to any specific operator. Instead, Nectarine oversees and controls all SOWs, contracts, quality, and costs. This allows clients to choose service providers that best meet their needs while maintaining a consistent experience across all sites. OpeRaison is a game-changer for organizations looking for tailored yet standardized solutions, as they’re no longer constrained by traditional vendor limitations. Question: How does this agnostic approach help manage spend while maintaining quality? Simon Elliot:  By separating service delivery from operational management, we can focus on what matters: delivering a great employee experience. The technology ensures that every element - from menu options to staffing levels - is optimized for efficiency and quality. Meanwhile, the centralized platform helps organizations achieve economies of scale, reducing costs without compromising on service standards. Question: Finally, what advice would you give to organizations struggling with the "haves and have-nots" challenge? Simon Elliot:  Focus on equity and inclusivity across your locations. It’s not just about providing the same services everywhere; it’s about delivering a consistent experience that resonates with your employees, regardless of where they work. Solutions like OpeRaison bridge these gaps by offering scalable, flexible, and high-quality options. Ultimately, investing in the experience of all your employees isn’t just a moral imperative - it’s a business one. Question: Thank you, Simon. Any closing thoughts? Simon Elliot:  It’s an exciting time for workplace transformation. As organizations navigate hybrid models and shifting employee expectations, we have an opportunity to redefine the workplace experience for the better. At 4xi, we’re proud to be leading the charge with innovative solutions like OpeRaison and the technology to support it. *Click to expand slideshow. OpeRaison (noun) Pronunciation:  /ō-pə-rā-zon/ Etymology:  Derived from the Latin opus (work) and the French phrase raison d’être (reason for being). Definition:  A transformative workplace concept designed to be the central hub of multi-tenant office spaces, blending functionality with a sense of purpose and belonging. OpeRaison embodies the idea that workspaces should not only serve a practical function but also foster community, creativity, and connection, becoming the “reason for being” for modern professionals. In Context:  OpeRaison is the heart of the workplace - a thoughtfully designed environment that reflects the history, culture, and soul of its surroundings, inspiring individuals and teams to thrive. OpeRaison Lounge not only transforms spaces into places where people choose to be, building connectivity and community, but is ideal for: Employers: wanting to provide equitable food, beverage, and workplace experiences for everyone, everywhere. Workplace Experience Organizations: seeking transparency, consistency, and control of services across their organization.. Building Owners & Property Managers: looking to activate buildings and drive the occupier, and tenant employee experience. Service Providers: seeking to expand their reach and services to client footprints beyond their existing geographical coverage. To learn more about 4xi and OpeRaison and how we can help with your small site solutions, contact us today: 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. WHAT WE DO 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 Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking Project Management Office Food Craft Culinary Consulting CREATE. : Graphic Design and Creative Services DATAxi: Data Ingestion and Visualization Explorers Innovation Directory: Gateway to Innovation 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 | Philadelphia | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

Customer-Obsessed Experience Is the New Standard: Are You Meeting the Bar?   Customer experience (CX) has never been more essential to brand success. And CX quality is at an all-time low, according to recent Forrester research. In fact, the numbers show that only 3% of companies are currently categorized as customer-obsessed, defined as putting customers’ needs, desires, and satisfaction at the forefront of all business decisions and actions. Simply put: today’s businesses are asked to do more with the same resources, even as it is increasingly difficult to capture consumer attention. To meet the high bar for differentiation that engages and retains customers, an increasing number of businesses are leveraging external content creators for high-quality content that builds to scale for growth. Content as a Service (CaaS) experts like 4xi provide the talent, agility, acumen, and scale to turn digital content challenges into opportunities. We provide the services of a digital marketing agency and top-notch content deliverables, often supported by a follow-the-sun approach. 4xi's Content-as-a-Service offering includes: A structured plan and calendar of content on either a 6, 9 or 12 month engagement. Capturing and articulating your uniqueness across your HERO products or services. In your preferred formats, such as: White Papers, Articles, BLOG's, Digital. Broadcast to multiple destinations: website, social media, press placement. Measured for impact, effectiveness, readership, and reach. The CaaS approach drives not just speed to market but speed to value and reach across all your channels. A Talented Team to Support You Research shows that 67% of organizations say that their content team has been asked to do more with limited resources. 4xi talented content MARTECH support, web developers, writers, designers, and creatives provide years of agency-level expertise to produce high-quality, bespoke content that builds consumer engagement, experience, and retention for your clients.   We're Here Whenever You Need Us 4xi provides cost-effective resources bringing full agency capabilities and a follow-the-sun approach to relieve work backlogs at significant savings, and at greater speed and flow. Acumen: Listening, Learning, & Understanding Our CaaS team will listen, learn, and understand you, and will get well aligned to your organizations mission and overall strategy and leverage market understanding, organization familiarity, and best practices to drive custom content decisioning for you and your business. Scaling Your Content Marketing Efforts Many organizations have small or one-person content marketing teams serving the entire organization. Your 4xi CaaS content, design, and production resources can pick up Tier 2 and 3 projects and enable your in-house team to engage in original creative brand development. The Benefits are Clear Benefits of using CaaS from 4xi: Improved efficiency:  Faster content management, with less redundancy, for up to 35% savings. Faster speed to both market and value:  Efficient distribution of more compelling content. Enhanced collaboration:  Teams can work together on content creation and updates in a centralized environment. Bespoke content:  Custom content tailored to your CX objectives.   Customer-obsessed organizations deliver faster revenue growth, faster profit growth, and better customer retention than those at non-customer-obsessed organizations. 4xi’s Content-As-A-Service (CaaS)  is your on-demand resource for creating compelling, strategic content that informs, engages, and drives results. From thought leadership articles to educational campaigns, we help you tell your story, reach your audience, and achieve your marketing goals. We can help you streamline your content management for speed to market, value, and efficiencies. To learn more about how 4xi CaaS can deliver for your business, email us:     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. WHAT WE DO 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 Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking Project Management Office Food Craft Culinary Consulting CREATE. : Graphic Design and Creative Services DATAxi: Data Ingestion and Visualization Explorers Innovation Directory: Gateway to Innovation 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 | Philadelphia | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

2024: A Year in Review & Looking Ahead to 2025 As 2024 draws to a close, it’s time to reflect on what was an extraordinary year. The world has seen incredible changes - both challenging and inspiring - and businesses across industries have had to adapt faster than ever. Here’s a look back at the year that was, the milestones along the way. Here’s a roundup of the most significant and fun events of 2024, spanning business, science, pop culture, and the quirky moments that made the year unforgettable: In The Business World AI's Dominance:  Artificial intelligence officially entered its "golden age," transforming industries like healthcare, finance, and retail. Generative AI tools became essential in everyday business operations, creating everything from legal documents to art. Space Economy Boom:  Private space companies launched more missions than ever, with a focus on lunar exploration and asteroid mining. Space tourism tickets became slightly more affordable - if you consider $250,000 "affordable"! Decarbonization Gains Traction: Businesses worldwide doubled down on sustainability initiatives, with major corporations pledging carbon neutrality by 2030. Renewable energy adoption skyrocketed, particularly in developing economies. Gig Work Revolution:  Flexible work models became mainstream, with platforms like Gigxi having the potential to Uberize the hourly workforce, meeting the rising demand for adaptive labor solutions.   The World of Science & Technology   Nuclear Fusion Milestone:  Scientists made a breakthrough in nuclear fusion, bringing humanity closer to a future of limitless clean energy. The promise of fusion-powered cities now feels within reach.   Chatbots as Therapists:  Mental health took a digital turn as AI-powered chatbots provided accessible therapy for millions worldwide, challenging traditional therapy models.   Mars Mission Progress:  SpaceX launched a cargo mission to Mars, paving the way for human habitation experiments scheduled for 2026.   Pop Culture...   Barbie Reboot:  Following the success of 2023's Barbie  movie, 2024 brought a streaming series that combined comedy, drama, and existential musings about toy life. It broke records (again)!   World's Largest Concert:  Taylor Swift's Eras Tour: Global Edition  broke attendance records with over 300,000 fans in a single live event in Rio de Janeiro.   Streaming Wars Escalate:  A surprise newcomer, “Streamix,” disrupted the streaming market with its innovative AI-curated content playlists.   In Sports   Olympics in Paris:  The 2024 Summer Olympics dazzled audiences with breathtaking performances in traditional and newer sports like breakdancing, which made its debut.   Messi's Farewell:  Lionel Messi officially retired from international football, leaving an unparalleled legacy and his emotional farewell from the Argentinian side at the Copa América.   Some Fun Facts   Alien Fever:  A supposed UFO crash in New Mexico sparked a worldwide fascination with extraterrestrial life. The incident turned out to be a government experiment, but the memes live on.   The Year of Crocs:  Crocs became the unexpected fashion statement of the year, with high-fashion versions adorned with jewels and LEDs.   World’s Longest Pizza:  Italy regained its pizza supremacy by baking a 3-kilometer-long Margherita pizza. It fed over 10,000 people! Dog of the Year:  A Fox Terrier named Max won hearts worldwide after rescuing a child from a river. (My own Fox Terrier, Charly, might not have made global headlines, but deserves a shoutout!) Charly, the Fox Terrier Global Events   World’s Largest Electric Vehicle Rally: Norway hosted a 10,000-car EV rally to celebrate its milestone of 90% EV adoption. The Guinness World Records officially recognized it as the largest parade of EVs ever.   Climate Action Day:  A global movement saw millions participate in synchronized climate action initiatives, including mass tree plantings and zero-carbon commuting days.   Antarctica Tourism Surge:  On by bucket list, and within reach, we saw an uptick in adventurous travelers as eco-tourism companies introduced carbon-neutral Antarctica expeditions. 2025 In Focus 2024 was surely a whirlwind of innovation, inspiration, and unexpected moments. As we step into 2025, here is just three of things that we are focusing on this coming year, including: 1.      Simplifying our Message  Offering a wide range of shared services, we’re focusing on simplifying our message to our key constituents: Client Organizations on how we can help with the human experience of employees, students, patients, residents, and consumers. Working with Service Providers helping them to win better, retain better business. Innovators looking to break into new markets, and Accelerators (investors) seeking to optimize their investments.   2.      Incubating Big Ideas Innovation-X launched in 2024 has some interesting innovations in the pipeline, from: Gigxi: the Uberization of the hourly workforce, OpeRaison: activating spaces with an all day lounge food & beverage offering, HUBxi: an international professional community to connect and share, Nectarine: a digital platform to manage on site work orders for small site solutions.   3.      Leveraging AI We look at AI like a mechanical suit – it has the potential to make us 10X stronger, 10X more powerful, and 10X faster. We have already built 4xi360 as a resource of information, tools, and insights. We already have search capabilities on our website and internal data pool. We’re exploring how AI can help us help our clients get what they need in a more efficient and timely manner.   Join Us in Shaping the Future 2024 has been a remarkable year, and 2025 promises to be even more transformative. Whether you’re looking to innovate, connect, or adapt, 4xi Global Consulting is here to help you navigate the journey ahead.   In Q1, we’re launching the results of our much-anticipated 2024 CX Survey, expanding FoodCraft with FOODSKOOL - to support self-operated K-12 systems. We’ve already created our Partnership360 Health Check for partnership health assessment, P3i (Pricing Power Parity Index) as a powerful consumer pricing tool, along with all the shared services we offer from strategy, research and reports to operational reviews, audits, CX, EX, and creative service, to human experience design. We've also got technologies like DATAxi - data ingestion and visualization, and Elevate - crowd-sourced quality auditing tools.   Let’s explore the possibilities together. Visit our website at www.4xiconsulting.com  or contact us directly to learn how we can support your goals for 2025 and beyond.   Together, we’ll shape the future of work, business, and innovation - one groundbreaking idea at a time.   Here’s to a successful 2025!   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. WHAT WE DO 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 Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking Project Management Office Food Craft Culinary Consulting CREATE. : Graphic Design and Creative Services DATAxi: Data Ingestion and Visualization Explorers Innovation Directory: Gateway to Innovation 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 | Philadelphia | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

4xi Launches New Global Executive Search Services In today’s dynamic business landscape, finding the right leadership talent can be the defining factor between success and stagnation. Executive search services play a critical role in bridging the gap between exceptional leadership candidates and companies seeking to drive growth, transformation, and innovation. More than just recruitment, it’s about precision, quality, and a seamless experience for both clients and candidates. Quality at the Core of Executive Search A hallmark of superior executive search services is the unwavering commitment to quality. From understanding a company's strategic objectives to identifying leadership competencies required to achieve those goals, every step is meticulously handled. High-quality executive search goes beyond job descriptions, focusing on cultural fit, leadership style, and the potential for long-term success. This ensures that only the most suitable candidates are presented to the client, saving valuable time and resources. Global Reach with Local Expertise As businesses expand across borders, the need for leaders who can navigate international markets has never been greater. We offer international profiles, leveraging a global network of top-tier talent while maintaining a deep understanding of local markets and business practices. This combination ensures that clients benefit from a diverse pool of candidates with the cross-cultural competence necessary to excel in today’s interconnected world. Assertiveness in Identifying the Perfect Fit Assertiveness doesn’t mean rushing the process; it means driving it forward with purpose and confidence. We employ data-driven methodologies and in-depth industry insights to identify and engage with the right candidates swiftly and effectively. Assertiveness in this context translates into shorter time-to-hire and better-fit leadership placements, ensuring companies can continue their growth trajectories without delay. Excellence in Candidate and Client Experience A successful executive search process is as much about the experience as it is about the outcome. Ensuring that both clients and candidates feel informed, respected, and valued throughout the process is paramount. Clear communication, transparency, and thoughtful engagement at every stage foster trust and long-term partnerships. Candidates, whether selected or not, walk away with a positive impression of the client organization, enhancing its employer brand. Cross-Industry Experience: A Strategic Advantage 4xi spans the Away from Home markets: client-side, and service provider side organizations who provide services for people at work, in education, in healthcare, senior living, and leisure. From food and amenities to real estate and facilities services. With this industry focus, we have a broad perspective on leadership qualities, market dynamics, and best practices. We identify transferable skills from one sector to another, or from service provider to client-side operations, opening up new possibilities for innovative leadership solutions. The Path Forward In a world where leadership can make or break an organization, partnering with the right executive search firm is not just a smart move - it’s a strategic imperative. By focusing on quality, embracing international profiles, acting assertively, and delivering an excellent experience for both candidates and clients, 4xi can become an indispensable partner in shaping the future of your business. If your organization is looking for transformative leaders who can drive growth and innovation, now is the time to explore our high-quality executive search service. Let’s connect and discuss how we can help you unlock your company’s full potential. Meet Carla Moreira, Executive Search Consultant With over 25 years of experience, Carla is a seasoned Talent Acquisition expert and Executive Headhunter, specializing in recruiting middle and senior management across various industries. Over 15 years, she has built strong client relationships and ensured seamless recruitment processes by combining technical, behavioral, and cultural assessments. Carla has partnered with leading companies in automotive, energy, manufacturing, technology, and infrastructure, with expertise in international and cross-border recruitment. She holds an MBA from FGV, a Postgraduate degree in Financial Analysis, and a Bachelor’s in Chemical Engineering from UFRJ. Certified in Integral and Systemic Coaching, she excels in leadership and executive assessments. Fluent in Portuguese, English, and Spanish, with intermediate French, Carla leverages her skills to deliver high-impact talent solutions. 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. WHAT WE DO 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 Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking Project Management Office Food Craft Culinary Consulting CREATE. : Graphic Design and Creative Services DATAxi: Data Ingestion and Visualization Explorers Innovation Directory: Gateway to Innovation 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 | Philadelphia | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

We are all staring down the calendar at the end of the year. You are likely reading many articles about “the year in review” or “trends in widgets for 2025.” Most of them are utter nonsense. They are a shot in the dark about an uncertain marketplace that will evolve at an exponential pace as we see shifts in the political and economic sandboxes. So, let’s take a moment to step back and talk about where you are right now – and what you need to do next – to be ready. The one enduring fact of leadership is that we often get so caught up in our daily tasks and urgent matters that we forget to plan ahead. We end up becoming firefighters rather than strategic leaders – and ultimately our teams and our customers suffer as a result. This is a classic time of year to think about rebooting, rebuilding, and refocusing our efforts in the spirit of the new year. But this is not about resolutions – resolutions are pointless promises most often forgotten not long after the New Year’s Eve hangover subsides. This is the time to make commitments. There is change in the air and an appetite for innovative approaches to solving problems. So now is the perfect time to pause, reflect, and intentionally plot a strategic path into the new year. That is why I am sharing this tool with you. When used properly (and with an open mind and honest mindset), it has the power to help you focus your thinking and plot a course for the year ahead. The Power of Reflection and Planning in Leadership As leaders, our role isn’t just about managing the present - it’s about setting the stage for future success. To do this you must combine the power of reflection with a forward-thinking approach based in actionable steps. This tool is one that I have used for years to kickstart my thinking for a new project, a new quarter, or even a new year. The trick is that you have to be honest with yourself and take a hard look in the mirror. There will be things that you absolutely nailed and other things that didn’t – you can learn from both. I spent decades leading teams from dozens to thousands – and the principles are the same, it is just a matter of scale. This process is helpful for startups, small businesses, and even large dispersed organizations. By putting this tool to use you will find ways to become more strategic and plot a roadmap to activate through intentional tactics. The best leaders think with the end in mind and plot a course backward to get there. When you consider the path to execution through meaningful actions – and consider roadblocks that could derail your progress – it will help you reach your goals more effectively. That’s why I am sharing this planning tool with you. The tool is divided into two sections: Reflection on the Past Year  and Planning for the New Year . Each section is designed to guide you through key questions and prompts that will force you to think deeply about your leadership journey, your team's growth, your personal development, and your roadmap for the future. Wishing you the best for 2025 and beyond and through reflection and planning make this coming year the best yet for you, your teams, and your customers! You don't have to go it alone, we can help. Tony is available to help create your personalized executive and leadership coaching plan to hone your leadership success for the future. Part 1: Reflection on the Past Year This section encourages you to look back at the year that has passed. For many of us, it’s easy to focus only on what we didn’t accomplish or the challenges we faced. But reflection is about recognizing both the wins and the opportunities. Top Achievements : What were the key successes you experienced, both as a leader and with your team? Recognize the milestones, no matter how big or small. Take a moment to celebrate your progress. Key Challenges : Every leader faces obstacles. This section gives you a chance to evaluate the challenges you faced and assess how you responded. What did you learn and what will you do differently in the future? Team Performance and Culture : Assess how your team performed this year. Where did they excel, and where can they grow? How well did you lead them and what is next as you work to create a great workplace culture and community? Personal Leadership Growth : As a leader, how have you evolved over the past year? What leadership skills have you developed, and what areas require more focus? Tracking your own growth and owning your personal development will help you continue to evolve as a leader. Part 2: Planning for the New Year Once you’ve reflected on the past year, the next step is to plan for the future. This section is about turning those insights into an actionable plan for the new year. Planning is more than just setting goals — it’s about creating strategies and tactics to achieve them. You must inspire your team and anticipate roadblocks to get your vision over the finish line. Top Goals : What are the most important goals you want to achieve this year? These should be meaningful, measurable, and tied to both personal and professional aspirations. You can’t have dozens of goals – focus on the 3 most important and make sure you are clear about the tactics to activate them and roadblocks that could derail you. If you achieve them, then run this exercise again for your next 3. Team Development : How will you invest in the growth of your team? This could include training, mentorship, or team-building initiatives. Successful leaders always keep their team experience and development as a top priority and don’t use lack of budget or time as an excuse. Personal Growth : Identify one leadership skill or area of focus that you want to develop over the next year. How will you achieve this? Be specific about the resources you need so that you can allocate or request resources – that could be anything from books to coaching to workshops or masterclasses. Key Projects and Quarterly Milestones : Break your annual goals into key projects and create a quarterly roadmap to keep you on track. This helps ensure that you stay focused on your priorities and can adjust as needed. How to Use the Tool The end-of-year reflection and new-year planning tool is designed to be simple yet powerful. Here’s how you can use it: Set Aside Time : Reflection and planning require focus and intention, so block off dedicated time to work through the tool. Consider doing it in a quiet space, free from distractions – and at your most creative time of day (that is different for all of us). Be Honest and Objective : When reflecting on the past year, be honest with yourself. Acknowledge both your wins and your challenges and do so fearlessly and without judgement. Remember, this is for you and lying to yourself won’t help you win. Involve Your Team : Some of the prompts focus on your team’s performance. Seek feedback from your team to get their perspective and ideas. This can help you develop a more complete understanding of your team and where you want to focus energy. They will have great ideas about their own development and feedback on your performance as a leader. Commit to Action : Planning is only effective if it leads to action. This won’t work if it ends up in a desk drawer or saved in a file and never reviewed again. This must be a part of your daily, weekly, and monthly planning – stay focused on items or activities that further your top goals. The Way Forward As leaders, it becomes so easy to lead in the moment – to think of the next month or quarter – and to take our eyes off the big picture and strategic vision. This is a great time to double down on strategic thinking and set the stage for future growth and success. By using this tool you can take a focused approach to understanding and planning into 2025 and beyond. What worked, what didn’t, and what’s next. This will be a year of accelerated change, economic evolution, and marketplace disruption. You must be agile and spend less time reacting to what is happening and more time creating the outcomes that will drive success for you and your business.   Key metrics to measure improvements. Customer feedback implementation is a continuous process, so make adjustments as new insights emerge. Over time, this iterative process builds a stronger, more customer-centric approach to business. Feedback is a gift – but it can also sting. You aren’t going to love all the feedback you receive but remember that the negative feedback is more useful than the positive stuff in the long run. Certainly, celebrate the wins - and pass along recognition for those who made it happen – but don’t miss an opportunity to grow and strengthen your organization by learning where you are falling short. Collecting, measuring, and acting on feedback is crucial to any organization that wants to continue to grow in this ever-changing marketplace. Building loyalty and advocacy with your team and your customers will help set you apart and position you for continued growth and success.   Until next time, Tony (Crafted by a human, not AI.) Meet Tony Johnson Tony is the Chief Experience Officer (CXO) for 4xi Global Consulting and leader of the Evolving Experience practice.  Tony is an internationally recognized thought leader and influencer in Customer and Employee Experience.  He hosts the wildly successful Customer Service Academy podcast and is the author of two books on leadership and CX. Tony has worked with some of the top organizations across the globe, including 3M, Baylor Scott and White Health, University of Virginia, Siemens, SHRM, and more. Tony is available to help your organization with: Employee training and development Executive and leadership coaching CX and EX strategy creation Inspirational keynote talks Fractional Chief Experience Officer Fractional Chief Training + Development Officer Evolving Experiences , a 4xi brand, focuses on Customer Experience (CX) and Employee Experience (EX) as growth engines. By creating fierce loyalty with both employees and customers, organization can differentiate themselves in an ever-changing and competitive marketplace. Let’s talk about your employee experience, guest experience, fan experience, student experience, patient experience, or traveler experience to craft compelling moments that build lifelong loyalty. 4xi: Inspiring a brighter future, together. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side, creating an impact on the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy; whether client, employee, or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy , Design & Operations TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Philadelphia | Seattle | Silicon Valley | Dallas | Santiago | London | Tokyo

Each organization or company regardless of the market it is in, whether it sells a service or a product, public, private, or even government often relies on its brand to create advocacy and to achieve its goals. In this article, we won’t discuss the importance of a strong brand, but rather one of the most overlooked or under-invested key factors for a company to live, its brand, and that “it all starts with your employees” .   In most branding or rebranding efforts, the organization hires an external agency or utilizes its internal agency and team members to follow some sort of a process that includes: Essential Steps for Branding and Rebranding Assess the Current Brand and Identify the Need for Change  including a brand audit, assessing the changes in the marketplace and key stakeholder research including employees. Define the Brand's Core Purpose and Values including mission, vision, core values.   Research the Target Audience and Market. Develop a Brand Strategy including brand positioning, promise, voice and messaging. DESIGN the New Brand identity to include logo, colors and guidelines. Update Customer Touchpoints and Brand Assets such as website, social media channels, marketing collateral and communications. Launch the Brand / Rebrand through various stories and channels. Engage with Customers During the transition. Monitor and Measure the Success of the Brand/Rebrand. Embed the Brand into Company Culture. Adapt the Brand as needed while assessing the success of the new brand Although it may seem straightforward, one of the most critical components that is often overlooked or underinvested in is employees. This can stem from budget or time constraints, but many organizations fail to realize the full potential of their rebrand because they don't bring employees along in the process. This results in: Culture: The brand not fully reflecting the core culture of the organization, of which employees are a vital part. Engagement: Employees not seeing themselves as part of the new identity, and; Understanding: Employees lacking a clear understanding of the new brand or why it was changed in the first place. When employees - who are the heart of any organization - haven’t fully bought into the rebrand or lack the necessary tools and resources to engage effectively, it becomes significantly harder for the brand to succeed with its target customers or constituents.   So – what is the solution?   Involve Employees Early : Engage employees from the outset through focus groups, surveys, lunch-and-learns, and other interactive channels to explain the "need for change." Involve representation from all levels of the organization in the rebranding process to ensure the new brand elements resonate and feel authentic, not overstated. Create Brand Ambassadors : Employees are the first line of brand advocates. By identifying and empowering Brand Ambassadors early on, you can uncover potential challenges and help other employees understand and embrace the new brand. For example, if a key differentiator is that "our employees are our most important asset," it’s essential to confirm that employees themselves feel this way before making that claim a cornerstone of the brand. Ongoing Engagement : Keep employees informed, excited, and aligned with the rebrand through regular updates, meetings, and feedback sessions. Show them what’s changed and why, winning their minds and hearts in the process. Enablement and Training : Equip employees with the tools, resources, and knowledge they need to effectively communicate the new brand to customers and represent it confidently in all interactions. Proof Points and Case Studies : Ensure employees are well-versed in new services, products, wins, and other updates that reflect the new brand, so they can communicate these to customers with authority and enthusiasm. Employees often have a unique ability to spot "brand statements" or differentiators that don’t quite make sense or lack the necessary proof points. Involving them early ensures the new brand is authentic, credible, and set up for long-term success. It also helps avoid the dreaded eye rolls from both employees and customers. By fostering early involvement, clear communication, and ongoing support, you create a workforce that is not only aligned with the new brand but also empowered to make it a success in the market. If you need assistance with any aspect of your rebranding - whether it's employee training, brand strategy, or more - don’t hesitate to reach out. With our team's extensive experience in marketing, research and insights, branding, employee engagement, and training, we’re here to support you at any stage of your branding or rebranding journey. John Kandemir CMO in Residence 4xi Global Consulting Global amenity services and operations, transforming the work experience, and leveraging the 4xi strategic and tactical network. You can contact John directly at johnkandemir@4xiconsulting.com  or learn more about John by reading his bio. 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. WHAT WE DO 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 Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking Project Management Office Food Craft Culinary Consulting CREATE. : Graphic Design and Creative Services DATAxi: Data Ingestion and Visualization Explorers Innovation Directory: Gateway to Innovation 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 | Philadelphia | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

John Kandemir brings 30 years of experience in Marketing, Operations and Sales support from a variety of both service and manufacturing industries. Over the past 20 years, John has held various roles at one of the Big 4 global food and facilities companies, progressing through increasing responsibilities in Marketing Management and Sales Support. John has worked across multiple business units, including K-12, Higher Education, Healthcare, Business Dining, and Facility Services. In these roles, he contributed to both B2C and B2B marketing initiatives, leveraging insights-driven strategies to enhance customer satisfaction, boost retention, drive sales, and ultimately foster profitable growth. Some key highlights from John’s career:   Branding Initiatives : Led several branding initiatives including revitalizing and realigning the brand and value proposition to better address evolving market needs. This comprehensive effort included developing brand strategy, refining brand positioning, articulating the value proposition, creating brand guidelines, updating visual identity, redesigning website architecture, and executing communication and rollout plans - all while ensuring internal alignment across the organization. Pioneering Inbound Marketing : Established the company’s first inbound marketing function, incorporating content creation, Account-Based Marketing (ABM), and campaign management to drive lead generation and nurture prospects, ultimately strengthening the sales pipeline. Managing Internal Agency : Led the organizations internal agency, enhancing its ability to support RFP needs across the business, while also expanding its video and print production capabilities to effectively promote the organization and its various business unit brands. Launching Student ViewPOINT : In 2009, John developed the businesses first K-12 student survey platform and Voice of the Customer (VOC) program, Student ViewPOINT . This program collects valuable feedback from students and parents about dining services, generating over 60,000 survey responses annually, which are used to drive improvements in school food operations. Insight-Driven Development : Leveraged customer insights to create brands, promotions, and programs that addressed the evolving and unmet needs of the education market, helping to attract, retain, and grow sales.   Prior to his last role, John gained extensive experience in the manufacturing sector, working for companies such as Givaudan Flavors & Fragrances, where he led the Savory business unit and played a key role in launching the company’s entry into the foodservice industry. He also worked at International Paper Company, where he drove market-focused strategies to improve several business units, prior to their sale and the rebranding of International Paper’s Foodservice division under a unified umbrella. Earlier in his career, John was a brand manager at Procter & Gamble, where he successfully launched Folger’s specialty coffee flavors.   John takes an analytical approach to marketing and growth strategy, beginning with deep insights and ensuring that metrics and measurements are integrated throughout the process. This allows for continuous, data-driven tracking of progress, ensuring measurable and sustained success. We're delighted to welcome John to the 4xi family with his wealth of experience and expertise to advance the strategic marketing needs of our clients. How can John help your organization? John is available to offer support on a consulting basis for individual projects as well as ongoing expertise with the support and resources of the 4xi Global Consulting team in a variety of ways including, but not limited to:   Market based strategic plans for growth Research development and execution Focus groups, surveys, voice of the customer Ideal customer profile development, and customer journey mapping Outbound and Inbound marketing strategy including Lead generation, nourishment Marketing campaigns Content strategy E-mail marketing, digital marketing strategy Website architecture and build out, and more Brand development or refresh for your organization or for your customers Development or Marketing playbooks to increase customer participation and sales Increasing customer and community engagement, and satisfaction MARKETING STRATEGY | BRAND DEVELOPMENT & LEADERSHIP | DIGITAL TRANSFORMATION | CUSTOMER EXPERIENCE | GLOBAL MARKET INSIGHTS | STAKEHOLDER ENGAGEMENT | COMMUNICATION STRATEGIES We are excited for the new possibilities John's expertise and leadership will open for our clients in advancing all of their marketing needs. Connect with John and the 4xi team to explore how we can help your organization achieve your marketing, strategy, and growth aspirations for today, and for tomorrow . Reach out today to learn more about our solutions and how we can support your strategic goals! John Kandemir Chief Marketing Officer in Residence 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. WHAT WE DO 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 Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking Project Management Office Food Craft Culinary Consulting CREATE. : Graphic Design and Creative Services DATAxi: Data Ingestion and Visualization Explorers Innovation Directory: Gateway to Innovation 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 | Philadelphia | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

WORKTECH22 San Francisco was yet another great event attended by many workplace and work experience professionals from some of the most progressive organizations in business today. I was very honored to co-moderate the event with Lisa Hsiao , Vice President of user strategy at Era-co. Here are my takeaways from the event. Almost 3 years since the pandemic disrupted the world. The great debate remains around return to work and the chasm that exists somewhere between mandated return to work policies, fully flexible, and everything in between. But what is right for your organization? The why versus the what It seems that many organizations are seeking the answer to what is the right strategy for them, but the really important question is why. Now, if you’re in the business of making stuff - cars, food, widgets, then clearly, you need people in a place making your stuff. However, if you’re in the knowledge working space, employees have proven that they can work anywhere, and heads-down work may even be more suited to places other than the traditional office. Rather than seeking a single magic solution, it’s dynamic. Its complex has lots of different factors to consider, and as every individual is unique, so is every organization. Sunaina Lobo , Chief People Officer at Fintech firm Marqeta, posed these three questions as a foundation for thinking through their “Flex-First” RTO strategy: Who we hire Where we work How we operate Creating an environment where everyone does their best work is the ultimate goal, right? And for many during the past 3 years, we’ve worked out how to adapt, improvise, and overcome – whether setting up a home office, working at the dining table, using local coffee shops and co-working spaces, or going back to the physical workspace, organizations and people have survived, and in some cases thrived as a result. But what does that mean to culture, community, creativity, and collaboration? Pre-pandemic, we knew that the commute and coffee were important factors of why people chose to stay or leave. Other factors like convenience and choice play a part in today's new normal. A study conducted by Phillippa Lally , a psychology researcher at the University College London, found that it takes just 66 days before a new behavior becomes automatic - the reality is that we’ve been in this pandemic world for almost 3 years, and things have changed - according to this research, likely forever. For those who had previously a daily commute to the office, a cubicle, their space for the 9-5, a cheap cup of coffee from the breakroom, and a curled-up cheese sandwich for lunch, then return home commute – what compels them to go back to how it was now that they have improvised and learned to survive? It’s actually counter to the evolution of our species to imaging that the human being will return to the former state, when for many this new normal is better than the old, and these new routines and habits are now part of our lives. Mandate or magnetize? There are some recent high-profile “Mandators” that have insisted on their workforces returning to work, and in many cases, these demands have been met with reluctance, if not rejection, as people have more choices today than perhaps, they did before. On the other end of the scale, the “Fully Flexible” work where you want has other implications that potentially challenge important issues such as culture, community, collaboration, and maybe even real estate investments - what do we do with all that empty space if we don’t use it? That said, mandating doesn’t necessarily mean demanding your workforce return to the office 5-days a week, 9 to 5. It can be what you want it to be and, more importantly, what is right for your business and your people. There is a multitude of examples, from: Mandating your workforce to a full return to work Partial mandate – one, two, three plus days a week Flex-first supplemented by coming to the office once a week, or every two weeks Fully flexible, work where you want The key to the future and return to office strategy is transforming your spaces into places where people choose to be. So, understanding the levers to compel your people back to the office becomes ever more important: What’s important to your organization? What’s important to your people? How can you gather around teams and micro-communities? What services and amenities can add to the draw? This is in the context that there is no one-hat-fits-all solution. The Human Evolution Many organizations are searching for the “What” as if there is one solution to the challenge when the reality is that by nature, there can be no singular answer to this complex puzzle - every organization does slightly different things, has its own unique culture, its own personality, AND every individual working for them is different and unique. What we do know from pre-pandemic research is that coffee and the commute were always the top ten serious issues in work experience and employee satisfaction, and therefore big obstacles to overcome in the challenge and puzzle of solving the return-to-work strategy dilemma. Organizations need to embrace that people have changed - you may have some of the old guard who is no longer around, you will have new hires that don’t know what the “old normal” even was, and among those, you will likely have folks who have never been in the workforce before at all! It’s in this context we think about the process of human evolution, how we have survived and thrived as a species, and how we adapt, improvise, and overcome. Throughout this evolution, we have moved forward, never backward, and therefore, why would we go back to the 4-hour-a-day commute, the sea of bland cubicles, crappy coffee, and a curled-up cheese sandwich for lunch? Caroline Quick , Head of Global Real Estate and Workplace at tech company Cloudflare, described the physical eco-system of the future, which includes on-demand opportunities for dispersed workers to be supported with physical space from the headquarters to Lighthouse Offices and the use of micro co-working hubs on the very local level. Looking at the challenge differently is key, rather than trying to force the return to the ways of the past. Understanding the why ahead of the what is critical so that we can reinvent the future and not just reengineer the past. Productivity is a dirty word? Loneliness has become a thing. Disconnectivity is an issue, and according to Dr. Bobbi Wegner from Groops, these factors are at least as bad as smoking 15 cigarettes a day! And if this state exists among our workforces, then openly talking to productivity can be received as an insult to the sensitivities of your people. That said, it’s still important to understand, but how do you measure it? What is the number of widgets you make? Your top-line revenue? Bottom line? The amount of code produced and progress made. At the end of the day, if you’re measuring productivity for the reasons that you don’t trust your employees, then you probably have the wrong employees in the first place. Or you’re taking the wrong approach to trusting and empowering them to be the best they possibly can be. Focus on people Jennifer Adams of Poly HP described a story of change when an employee was presented with the future state, and the employee simply responded, “I don’t want this.” And how that put the context into how change management needs to embrace the perspectives of all the stakeholders and how the future can be shaped together and not in isolation. From their research, they have seen a shift in the prevalence of different personas in the workplace, with the biggest shifts connected to where people work in relation to the office environment. Understanding the needs of our different user groups is key to understanding how and what to design to help them do their best work for their individual needs. Maintaining the focus on people is important because no matter what our organizations do, our existing or future real estate, the services that go on inside, ultimately, we’re in the people business. The Digital Divide During the round table discussion, the day before the main WORKTECH event, hosted by Peter Elden of property developer Hines and Poly HP, we had folks in the room and remote participants via video. What became apparent was that there was a digital divide and inequality between those on video and those in-person. The question became that in the new future, where we are dispersed more than ever before, how can we bridge this digital divide and have digital equality no matter where our people may be? The office can’t fix culture, but it can impact the community and the environment. Design Matters! Elizabeth Gordon and Lisa Scribante , Partners at design firm Mithun, went through their designs of the Atlassian office space in Austin with Atlassian’s Head of Real Estate & Development, Larry Segal , in the room. Beautifully designed, curated space with features to really attract people to come to the office. Then how Mithun shared their design principles for the Atlassian Austin office - a design that not only addressed the business and physical needs but, through deep design and thoughtfulness, transformed a space into a place where people choose to be. Joyce Li and Justine Hewitt also joined the stage with their designs and plans for Visa's new global headquarters, Mission Rock, in development in San Francisco – groundbreaking design featuring retail space, community areas, collaborative spaces, flexi-working, and outdoor terraces in the heart of San Francisco, overlooking the ballpark. The design foundations were built on comfort and safety, but also easy to consume. Like Matthew Myerson’s presentation from the WORKTECH Academy and the example of the LEGO HQ and their 1/3rd workspace, 1/3rd collaboration space, and 1/3rd social space, these designs are much more than workplaces. They’re destinations. These examples tell the story of how important design is to create places where people choose to be, around creating an experience beyond work itself, and how the office can become a homage to the culture of the organization and act as a magnate to your workforce. In other sessions, Dr. Agustin Chevez of the University of Melbourne described his 42-day pilgrimage from Melbourne to Sydney and the things he learned from the beauty of boredom along the way. Lewis Love gave us a masterclass in thinking about how to think about the workplace and the future. Nicki Persaud , head of global safety and security at IoT company Samsara, gave us some pearls of wisdom and insights as we think about designing and delivering global experiences. Another great conference, thanks to WORKTECH, Philip Ross , Isabel Dewhurst-Marks , and Samantha Cullen . Thanks to all those that attended. I look forward to seeing you at the next one, wherever that may be! #Visa #Envoy #Freespace #Inpixion #Infogrid #Avuity #Biamp #SmartenSpaces #SERA #Mithun #Niantic #Samsara #Atlassian #Marqueta #Groops #VergeSense #Poly #WORKTECHAcademy #10Times #WorkDesignMagazine #WorkplaceEvolutionaries #ERAco #4xiGlobalConsulting WORKTECH Academy - How we'll work tomorrow WTA is a global network of workplace and work experience professionals focused on #People #Place #Culture #Innovation #Design and #Technology. It's a place for insights, thought leadership, and community. If you've attended a WORKTECH event, you are already a member. However, there are additional ways to get involved at Community, Corporate, and Global Partner Levels, Come Join the Conversation! Simon Elliot is Managing Partner and co- founder of 4xi Global Consulting & Solutions and is focused on a people- first approach to enable optimum Human Experiences for people away from home: at work, in education, at rest, or at leisure . Simon believes that Experience Matters! applies in many different ways and is the fundamental foundation of a successful business, no matter the business. Simon is a global citizen, having lived, worked, and traveled to over 45 countries and six continents, and believes in the power of human potential. He is a Fellow of the Institute of Directors, a Member of the Institute of Leadership & Management, and the North America Chair of the WORKTECH Academy. Simon lives in the San Francisco Bay Area. 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

For years we have been working with operations of dispersed locations in foodservice, restaurants, hotels, and retail, and for all that time, we've been chasing the goose with the golden egg of real-time operational and financial data. Any highly transactional, dispersed business knows the importance of getting quality data as close to real-time as possible, and for some organizations, that could mean a couple of weeks after months end - that’s potentially 42 days after your first day of operation, and as any operator will tell you, that’s a lot of time for things to go pear-shaped, and horribly wrong. It’s a compounded issue in high-volume, low-margin businesses, where every penny and every basis point counts. With margins so slim, it’s no wonder that the restaurant business has the highest failure rate of any business sector. "If revenue is for vanity, cash and profit are certainly king, and data is gold. In fact, some say that data today is more valuable than liquid gold, oil, and that is probably true." Turn noise into data into insights you can see and drive business impact . For example, in the food business, you have your major costs of labor and food comprising the lion’s share of your operating costs. These two alone, in some cases, can represent up to 85% of your operating costs. Add to that, any business where there are high volumes of cash creates the risk of shrinkage. Unchecked labor hours, over time, can add up to potentially catastrophic business outcomes. Like any complex business problem with such high stakes, there have been plenty of efforts in the past to come up with a solution. In some cases, organizations have tried to solve the span of control by having a singular point-of-sale operating system, but that can be costly, difficult, and in the case of foodservice operators working with a myriad of client-owned systems, near impossible. Operators and entrepreneurs have tried to come up with operating systems that try and capture and control the very dynamic nature of these operations, but with low success levels and adoption. “Operators who have tried to build their own systems end up spending twice the budget, taking double the time, and in the end, their platforms do half the things they hoped for to truly fix the very real business issues.” There have also been a string of innovators over the years who have tried to solve the puzzle but ended up trying to boil the ocean and fixing bits, creating complex, difficult-to-adopt platforms and resulting in low levels of take-up and adoption. "We're not in the business of software, and for those who have dared, then the saying applies - it'll take twice as long, cost twice as much, and do half the things you wanted it to do in the first place." At 4xi, we’ve worked with established technology partners to adapt existing platforms that span multiple use cases, and now specifically for operating organizations of dispersed operations. We believe that the nub of the matter is to measure the things that matter the most in real time. Your Management Accounts can look after the rest. This important work has focused on three main issues faced by businesses today: Real-time visibility into operational performance and standards Real-time visibility into financial performance and flash reporting Answering the unanswerable questions of the past Elevate is a “Business in Your Pocket” platform that empowers your entire business and engages them in a continual 360-degree audit of your business. Everyone everywhere is engaged in measuring your daily performance in line with your operating standards and key performance measurements and also takes in customer and employee sentiment. Elevate is created on the premise that everyone is responsible for quality and excellence each and every day. DATAxi is a data ingestion and visualization platform providing you with real-time data, insights, and the ability to make real-time decisions. DATAxi FLASH REPORTING gathers the data that means the most to you via an easy-to-use app from each of your operations. Manage cash, labor, purchasing, expenses, and turnkey performance metrics like Labor to Sales Per Hour, Participation, Check Average, and much more. Imagine this in a live feed dashboard, alerting exceptions, remedial operations, and high-performance outlets that warrant recognition. DATAxi INSIGHTS provides the opportunity to answer questions previously unanswerable before. You provide the question ; we’ll look at the available public and private data sources to help answer the questions, then we’ll put together the platform, which will give you a fully searchable, comparable dashboard for you to cross-analyze the data and answer your questions like never before. To the point about “why it’s important” for dispersed operations portfolios: Increased visibility leads to data and insights that can drive action. Increases accountability of operators. Insights lead to actions that improve performance. Opportunities to drive impactful efficiencies. Opportunity to drive and monitor global operating standards And the impact: - Each 1% business improvement across a $1,000M portfolio is substantial. - Each 1% of procurement revenue visibility is significant. - Tracking performance to agreed KPIs is critical. - Compliance with Governance, including QBRs, and Leadership Visitation, is important. We understand the data input puzzle too, and that is exactly why we deliberately chose not to go down the (in most cases) impassable data integration route or expect operators at the portfolio level to try to aggregate data but focus more on the front-line folks to take just 10 minutes to input the most valuable data that create maximum visibility and impact. “These data platforms from 4xi represent the best opportunity I have seen for years to help operators get better visibility to their business, make real-time decisions, and therefore control their own destiny and success.” These groundbreaking platforms are ideal for operators of dispersed locations but also for client organizations managing multiple partners across their portfolio and any business wishing to get deeper data and insights. VISIBILITY LIKE NEVER BEFORE. Explorers Innovation Directory At 4xi, we've built our Explorers Innovation Directory of carefully curated Innovation Partners, all driving positive impact in the Away from Home market: workplace, education, healthcare, senior living, and leisure. 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