This time of year makes us all a little more mindful of gratitude. It becomes a time for reflection and intentionality about the last year and is a great time to pause and take a beat. As A.I. continues to create tremendous opportunities for acceleration, growth, and efficiency, it has further eroded the personal touch. As I read about Chat-GPT created Christmas Messages and automating New Years outreach, it seems both very efficient and very soulless. As a hospitality guy, I thrive on people. Now I understand that not everyone is wired that way - that what energizes me about a big room full of people probably makes some anxious or frustrated. It's always been that way, and everyone is different in that regard. But we have to take a moment to consider that gratitude, connection, and people matter. For me it has been a whirlwind year of change and adventure. I was on the road 22 weeks, traveled to 11 states, and worked with financial service organizations, universities, city government, chambers of commerce, restaurants, airlines, banks, and manufacturing to improve customer + employee experiences. And I'm grateful to them all. It was a year where I was able to join forces with a dear friend, Simon Elliot, to bring 4xi Global Consulting and Ignite Your Service Training & Consulting together to start a new journey into the future. One that has me excited beyond belief and thankful to my core. And it was a year that saw my dear Customer Service Dog Charlie leave us over the rainbow road and Dobbie, our sweet little rescue puppy, join our family to keep TJ company. I couldn't feel luckier. TJ Dobby Charlie So What? So why share any of this? Because gratitude and connection matter - and as we move through through the holidays into the new year, they will continue to matter even more. In a world where AI is finding its place and leaders are pushing to stay out front of the transformation, the best way to thrive is to keep the personal connection top of mind. This seems like the perfect time to think about how we can all bring a bit more connection, gratitude, and intentional communication into the world. People will follow those who make them feel seen and valued. Connection is a loyalty engine. Teams engage at a higher level when they feel appreciated. AI and human connection are a competitive advantage Alone we can do so little; together we can do so much. - Helen Keller What You Should Do Right Now? Now is the time to act - and that means really building new habits and taking the time to reinforce key behaviors in your team. You can build intentional gratitude into your daily leadership with both your team and your customers - that means every day, every shift. This isn't one of those things you can just do when you have time or when you are "feeling it." It has to be a part of your leadership lexicon. When you find ways to catch your team getting it right and train + inspire other leaders to do the same for their teams, it can quickly catch fire within your organization. No matter how large or small your business, there is always room for more connection and more recognition. This is also the time to double down on connection and empathy. There is a shortfall of relationship building in the world right now - either dampened by technology, eroding communication skills, or those who connect to sell rather than to build relationships. Teams respect leaders who get to know them beyond the daily work and that is a core competency of the most successful leaders I work with. They take the time to know their teams as more than just "Bob from accounting." They know he is an avid fisherman with two kids who enjoy going to Kings Island, for example. Also Bob hates to be called Robert. Thanks to the pandemic, and the rise of digital communication, personal connections are a struggle for many. A key impact has been the erosion of listening, communication, and in-person relationship building skills. According to a Harris Poll, 65% of Gen Z said they had to "relearn social skills" after pandemic restrictions were lifted. Anecdotally, as I work with employers, the ability for team members to collaborate and work together with strong communication is seen as a weakness in many employees in our current workforce. There is also a feeling in younger Millennials and Gen Z that they are under-prepared to network, speak confidently, or resolve conflict. The thing about communication, relationship building, and recognition is that everyone looks for the big moment rather than appreciating the small, daily, boring stuff. You don't build relationships or friendships from a single moment - you may feel that spark of something to build on as you discover a new colleague or potential friend - but the real work starts after that. You must put the work in to fan the spark and get to know people over a sustained time. Relationships are funny things. They are never 50/50. They are also never quite balanced the same as time goes on. I have friends that I've had for over a decade and based on what's happening with us, one carries more of the load during given times, but it changes. Sometimes I'm the one calling or texting to keep the connection going - and other times I'm the one who slacks a bit and the other person takes on the mantle of not letting us lose touch. Most relationships or friendships that last a long time have some semblance of that in common. Gratitude is the same way. So often leaders look for that big moment to celebrate a team member, customer, or client that they miss the opportunity to thank for them for the small things that really matter. The things that, over time, define excellence or partnership. The things that drive long term success. Ready to up your Hospitality or leadership game? Schedule your training session, workshop, or on-site assessment today. So that really is the message. Don't wait. Don't make it over complicated. Don't pull back from communication. Embrace it now and start moving forward on this before the new year. That way it's not a resolution, its a real commitment. When you take the time to lean into gratitude and connection amazing things happen: Increased customer loyalty and reduced churn Stronger word of mouth and reputation Improved employee engagement and retention Teams feel more connected, fueling them to innovate and solve problems Higher customer lifetime value Consider how you will lead into the future - and how you will use your own personal style to build connection with your team. These skills will be what set you apart in a world that is rapidly changing due to AI and technology. But the good news is that transformation is nothing new. It is a constant that leaders have dealt with since there were teams to lead. And through it all, those who could adapt, communicate, build relationships, solve problems, and embrace the innovations found themselves at the center of exciting things. Until next time, keep your team and your customers top of mind and center stage. Tony (Crafted by a human, not AI.)   Meet Tony Johnson Tony is the Co-Managing Partner, Co-Owner, and Chief Experience Officer (CXO) for 4xi Global Consulting. 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 Delta, 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 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. 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 * May not be used to train A.I.

Strategic Partnership is often a concept muted in the Board rooms of corporations and sometimes a whisper that disseminates into the business, in the breakrooms, and to the grass roots of your organization. But what does that really mean, and how can you at all levels really understand this concept, embrace it, and retain and win better business into the future? In this 4xi webcast, led by host Tony Johnson and joined by panelists Simon Elliot , Managing Partner and co-founder of 4xi Global Consulting & Solutions , and with colleagues, Ann McNally , and Peter Elden , discuss how to go about strategic partnership in a practical sense from the unique point of view of both client side, and service provider side operators? Simon Elliot has been working with global clients throughout his career to better align these stars of success. Ann McNally, formerly lead client with Morgan Stanley, Bristol Myers & Squib, and past president of the Society of Hospitality & Foodservice Management and most recently Vice President of Sales at Sodexo understands the importance of strategic partnerships, and Peter Elden, former VP of Growth at Sodexo Facilities take you through their perspectives of how to nurture, grow and flourish mutually beneficial partnerships. Take a look at this trailer video that introduces TRUE NORTH©, and why this is more important today than it has ever been. TRUE NORTH© has been created as a platform to take the guesswork out of growth - to add critical self-reflection, process, analysis, and science to your growth strategy and activities - helping you retain better, win better business and start you on your journey to strategic partnerships with your clients and prospects. Created from many years of experience, TRUE NORTH© takes you through the journey of why strategic partnerships are important, to understand more about your current and future Ideal Clients, and an onward look in building a culture of strategic behaviors that is less about administrative process and more about an action orientated focused on results - sustainable and profitable growth. TRUE NORTH© includes a series of practical exercises that once complete provide you with working tools that will help you and your team maintain focus on the things that really matter. Take a look at this webcast to learn more from Tony, Simon, Ann, and Peter on some the things that you might want to consider as you map your own journey to strategic partnership. Interested to learn more about 4xi, and TRUE NORTH©, then contact us today to see how we can help you today to retain better, win better business for tomorrow. Download an Introduction to TRUE NORTH© HERE. or Email us: hello@4xiconsulting.com Inspiring the future, together. 4xi Global Workplace Consulting & Solutions provides a range of services to support Corporations, Service Providers, Innovators, and Accelerators to navigate the world of work. Inspiring the future of work, together. 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Santiago | London | Porto | Tokyo

Taking time to identify your Ideal Client Characterization, and Ideal Client Profile is a critical step to streamlining your sales process, driving the top of the sales funnel with meaningful opportunities, and increasing your chances of winning, and retaining better business. MarketMatch© is 4xi's proprietary process to take you through understanding who are your best customers currently, industries, size, characteristics, complexity, buying profiles, and more, to really understand where to focus your resources to optimize your sales process and journey to winning better, long term, and likely more profitable business. MarketMatch© is a foundational element of 4xi's TRUE NORTH© Strategic Partnerships Learning Academy. TRUE NORTH© is for individuals, teams, and organizations seeking to optimize their growth and retention teams, and their journey towards long-term Strategic Partnerships. "Are you making the most of your insights, experiences and leveraging those learnings for future success?" Our proprietary MarketMatch© program is a collaborative, personalized approach to winning and retaining the best, most profitable business. Reach out today to start your journey of success at: hello@4xiconsulting.com 4xi: Inspiring a brighter future, together. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side creating an impact on the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy, whether client, employee or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy , Design & Operations Human Experience: Customer (CX) & Employee (EX) Training & Development TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

In the Northern Hemisphere, you can find the North Star by tracing a line along the two outermost stars in the Big Dipper: trace along that line until you hit the nearest bright star. The notion of beginning 2023 by setting a course to True North is both inspiring and hopeful, and, let’s face it, isn't focus and direction what we all need to kick off the new year? To be precise, True North is the direction that points directly towards the geographic North Pole; a fixed point on the Earth's globe which is slightly different from just knowing the compass direction. Why is this important from a business perspective? When we set a course, we logically expect deviations, challenges, changes and even to fall off course yet if we accurately know our target is fixed, we can, if we keep consistent and determined arrive at that ‘fixed’ point. Targets are vital for many reasons hence we create business plans, marketing strategies, and a solid sales approach for the sole purpose of igniting passion in those we count on to help make those strategies and plans come to fruition. TRUE NORTH© is a system that brings guidance, direction, insight, and clarity to planning and achieving corporate results. Business plans are vital but more functional versus emotive; they detail the ‘what’ and the ‘when’ but the ‘how’ rests in the world of action and truly finding your TRUE NORTH©. Extracts from the TRUE NORTH© Learning Academy. TRUE NORTH© is a practical set of principles, disciplines, and tools designed not to sit in a draw gathering dust but to be embedded into the business and become an approach and a set of behaviors used every day - to drive better business performance. Targets, metrics, and plans have their vital place in the preparation for goals but how teams engage, keep focused, take consistent action, and remain disciplined is the difference between meeting and exceeding corporate objectives. One of the most challenging aspects of growing revenue, improving customer retention rates, and building upon successes is to not just keep doing the "same old, same old" but adjusting your course, empowering your teams with new methods, and making it fun, rewarding, and enjoyable. The old saying that if you are not moving forward, you are sliding backward is true for most businesses. Recurring revenue aside, adding new clients, new products, new services, and new ways and means ensures continued success. There are elements that can make this road smoother for you and your teams: 1. Understanding and redefining your customer base and targets 2. Educating and empowering your sales team 3. Providing your team with useful resources, tools, and coaching 4. Rewarding and supporting change and growth 5. Creating an environment that is truly conducive to success 6. Being clear on what success looks like and means for all This is about creating relationships that fuel growth and success both for your organization and the customers you serve. The path to strategic partnerships is a journey – but one you don’t have to take alone. TRUE NORTH© allows individuals, corporations, and teams to build an ‘action’ plan for engagement that drives continually and consistently towards the goals and objectives set out in a business plan. Knowing where you are going, and when you need to arrive is helpful but how you get there is driven by behaviors, organization, and method. As a Captain sets the course for the ship, he does not leave port without his sailors or his supplies and his expectations from each member of his crew. Similarly, following your star to reach your True North means taking the time to organize your day, week, and routines to get done those things that make the difference to success. Whether it is phone calls, emails, meetings, blogs, creative content, engineering, or finance, knowing your True North, defining it, and preparing the journey will have you there in no time if the actions that keep you in motion are taken daily without fail. Finding and defining your True North is your course to the stars, daily action will get you there. Following your star is so much easier when you are equipped and fully prepared! Enjoy! The view from the stars is simply scintillating… To learn more about 4xi, TRUE NORTH© or any of our other programs, you can contact us at hello@4xiconsulting.com or visit our website to learn more about who we are, what we do, and how we inspire a brighter future, together: www.4xiconsulting.com 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side, impacting the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy. Whether client, employee, or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory & Special Projects (SPx) Headquarters Fractional Support On-Demand Evolving Experiences© - Employee (EX) & Customer Experience (CX) Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy , Design & Operations TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Philadelphia | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

We're delighted to announce the launch of the TRUE NORTH© Virtual Learning Academy - a learning journey across 6 modules to help you, your team, and your organization build strategic partnerships, and win better, retain better business. You’ve probably heard of the Pareto principle developed in the early  1900’s ,it’s also known as the “80/20” rule.  Pareto’s rule suggests that 80% of your profit is generated from 20% of your sales.  Does this apply to your business?  Have you ever noticed that 80% of your company’s service resources are devoted to 20% of your clients?  Are these among the most profitable clients or the least profitable? Are they the ones that complain the most and ask for the most from you?  If you answered yes, reflect on why this phenomenon exists for a moment.  Ask yourself, what put this relationship in this position, and has it always been this way?  What can be done about it?     Sales growth and client retention are key success factors for any business. Every business leader wants to have loyal customers that stay with them for a lifetime – customers that are more than just clients but strategic partners.  If you have done business in a traditional transactional relationship, with often hidden agendas, competitive bids, and continuous price pressures, this probably resonates with you.      Strategic partnership success is both an art and a science. From choosing which markets are the best for your business model; to which prospects in that market are the best for your company’s purpose; to how to engage them; to laying a partnership foundation - the principles and methodologies of TRUE NORTH©  enable you to do this.     TRUE NORTH© is designed with one purpose in mind - to help you win better and retain better business.  The methodology, principles and learning sessions have been developed in such a way that they are not just a training or teaching administrative activity. Rather to develop new thinking and change behaviors that translate into real business impact.    TRUE NORTH©  is your roadmap to building the right kinds of business relationships, with your ideal clients and creating the best outcomes for both your client and for your organization. The program lays down the foundational learnings for your team - from building mutual trust to deep self-reflection of both strengths and opportunities, to the practical steps to retaining better and winning better business.   ​   From essential foundational workshops and collaboration to strategic partnerships and growth training, TRUE NORTH©  is an all-encompassing program, including:  ​  NORTH STAR: Fundamentals: Purpose, Mission, Vision, and Guiding Principles  FUTURE FOCUS: Where do you want to be and when?  MARKETMATCH©: Ideal Client Characterization, Profile, and Prospect Targeting  GROWTH PLAYBOOK & BUSINESS PLAN: Your customized roadmap to growth  TRUE NORTH© Academy:  Growth, sales, and retention team training  TRUE NORTH© Workshops : specifically selected based on your situation.  PARTNERSHIP OPTIMIZATION PROGRAM (POP) : launching a new partnership or reviving  an existing partnership.  YOUR LEARNING JOURNEY STARTS HERE Ready to start your learning journey? Look at our membership options below or visit 4xi360.com/truenorth to sign up now. TRUE NORTH©  is a practical set of principles, disciplines, and tools designed not to sit in a drawer gathering dust but to be embedded into the business and become an approach and behaviors used every day to drive better business performance.     This is about creating relationships that fuel growth and success both for your organization and the customers you serve.  The path to strategic partnerships is a journey – but one you don’t have to take alone.  By purchasing this virtual version of TRUE NORTH© you’ve taken the first step on your journey.      At 4xiGlobal Consulting the TRUE NORTH© Strategic Learning Academy centered on creating a new mindset for developing and retaining the best business partners, winning better, retaining better business. 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

Lessons from Formula One In both business and Formula 1 racing, success comes from more than just raw speed or ambition. It requires preparation, strategy, adaptability, and flawless execution. At 4xi Global Consulting, our TRUE NORTH© philosophy provides a framework for achieving excellence, and Formula 1 offers a compelling analogy for understanding how high-performing organizations can thrive in dynamic and competitive environments. Here’s how the principles of Formula 1 racing align with achieving your TRUE NORTH in business: 1. Partnership Optimization: Building the Team Behind the Team In Formula 1, collaboration between the manufacturer and the racing team is critical. They align their goals and strategies through Partnership Optimization, and through the foundations formed during a Partnership Summit, setting a clear path for how they will work together to achieve victory, together. These aligned principles are memorialized in a Partnership Charter, where mutual objectives are defined, roles clarified, and collaboration pathways established. Strong partnerships are the foundation for sustained success, enabling both parties to accelerate toward shared goals. "Great partnerships are built on alignment, trust, and shared goals. When everyone knows their role and works toward a common purpose, the results are unstoppable." 2. Fueling Up: Checking the Gas in the Tank Before the race, an F1 team ensures the car is fueled and refueled during the entire race. Similarly, businesses must regularly measure financial performance to ensure they have the resources to achieve their goals. Frequent financial reviews are akin to checking the fuel gauge—they prevent surprises and ensure that resources are available to sustain operations and drive progress. 3. Ingesting Data to Understand Performance Every lap in a Formula 1 race generates valuable data on speed, tire wear, and engine performance. Teams analyze this data in real time to adjust strategies and optimize outcomes. For businesses, this translates to leveraging operational data to monitor progress and make informed decisions. Regularly ingesting and analyzing data ensures that teams can fine-tune their operations and stay competitive. "Success is where preparation and opportunity meet. Knowing your strengths, understanding your environment, and having a clear strategy make all the difference." 4. The Pit Crew: Firing on All Cylinders A Formula 1 pit stop is a masterclass in teamwork, precision, and efficiency. Every crew member knows their role, and success depends on low turnover and cohesive collaboration. In business, maintaining a consistent and skilled team is equally vital. High employee retention preserves expertise, while training ensures that team members are always prepared to perform at their best. Like a pit crew, business teams should function as a unified, well-oiled machine. "Your team is your engine. Invest in them, trust them, and watch how far they can take you." 5. Pre-Race Briefing and Post-Race Post-Mortem Before every race, F1 teams conduct pre-race briefings to align on tactics and objectives. After the race, a post-mortem identifies lessons learned and areas for improvement. In business, these processes mirror pre-shift huddles and post-shift reviews. Both are essential for preparation and continuous improvement, ensuring teams learn from past experiences to achieve better outcomes in the future. 6. Metrics That Matter: Tires, Traction, and Performance Indicators An F1 team carefully monitors tire conditions, adjusting for maximum traction based on track and weather conditions. Businesses, too, must focus on the metrics that drive success: Critical Performance Indicators (CPIs) Did we complete the project or achieve our core goals like finishing the race? Key Performance Indicators (KPIs) Did we meet performance expectations like efficiency and speed? Value Performance Indicators (VPIs) Did we deliver value to stakeholders and customers, like a podium finish? Financial Performance Indicators (FPIs) Are we operating within budget and staying on track? By identifying and optimizing these metrics, businesses can position themselves to thrive under any conditions. "The difference between winning and losing is often measured in millimeters or milliseconds. In business, it’s in the data you collect and how you act on it." 7. Thriving vs. Surviving: Understanding Competition and Conditions Winning in Formula 1 requires more than just driving fast—it’s about understanding your competition, the track, the weather, and your own past performance. Teams analyze competitors' strengths and weaknesses, adapt strategies to track conditions, and draw lessons from prior races to refine their approach. This parallels the MarketMatch© process in business, where organizations evaluate market conditions, competitor positioning, and internal capabilities to identify opportunities for success. Recognizing the conditions where your business thrives (wins) versus those where it merely survives (finishes) helps you focus efforts where they will yield the greatest returns. "Every race, every challenge, teaches us something. The key to winning is learning and adapting faster than the competition." 8. Engine Performance Analysis: Post-Race Business Audit After every race, F1 teams conduct a thorough analysis of the car’s performance, identifying successes and areas for improvement. This process ensures the car is optimized for future races. Similarly, businesses must regularly audit their performance indicators to assess financial health, customer satisfaction, and operational efficiency. A comprehensive review enables businesses to stay competitive, adaptive, and aligned with their TRUE NORTH. "Winning isn’t everything, but wanting to win is. The real race is learning to thrive under any conditions and coming out stronger every time." 9. Season-Long Strategy: Quarterly Reviews and Annual Goals An F1 season is a journey, not a single race. Teams hold regular check-ins with stakeholders to evaluate performance mid-season and set goals for the next year. For businesses, Quarterly Business Reviews (QBRs) serve the same purpose, allowing for mid-course adjustments and alignment. At year-end, an annual review ensures the organization remains on track toward its long-term objectives. "What gets measured gets managed. Focus on the metrics that drive results, and the results will follow." Achieving TRUE NORTH: Lessons from the Track Formula 1 shows us that success is about more than speed—it’s about precision, strategy, and adaptability. By understanding your competition, evaluating conditions, and focusing on continuous improvement, your business can achieve its TRUE NORTH. The goal isn’t just to finish the race but to thrive under any circumstances, ensuring every lap brings you closer to victory. "TRUE NORTH is not just a destination; it’s a way of navigating. When you know where you’re headed, every decision becomes clearer and every action more purposeful." So, as you gear up for the next phase of your journey, ask yourself: Is your team ready to win the race? Let 4xi Global Consulting Drive Your Success At 4xi Global Consulting, we specialize in helping organizations identify their performance gaps, define actionable strategies, and implement the right tools and measurements to accelerate growth. Whether you need to analyze your "lap times" through data, adjust your "tires" to match market conditions, or train your "pit crew" to execute flawlessly, our expertise can guide you to the number-one spot. With our proven frameworks and hands-on coaching, we’ll help you align with your TRUE NORTH, fine-tune your operations, and ensure your team is firing on all cylinders. Let’s work together to build a winning strategy that puts your business ahead of the competition. Ready to take the lead? Contact 4xi Global Consulting today to get started on your path to victory!   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

Columbo questions come from the old TV detective series that ran for more than 30 years - with Detective Columbo's beige raincoat, disheveled hair, and his seemingly scatter-brain style. His signature moment was just as he was leaving a room or a scene, he would turn back and ask the suspect one last killer question. Often, this would catch the suspect off guard and Columbo would end up solving the case. There's no such thing as a dumb question - if the answer is worth knowing. Columbo Question: So, Why Companies Do What They Do? Humans are motivated by working towards a cause or a purpose outside of themselves. A purpose that they can believe in and rally around. Purpose heightens engagement, enthusiasm, and passion. This is a common state of mind for most - when people and organizations have a purpose, then it makes all the effort seem more worthwhile. This visual, created by Studio Insights shows the relationship between people and purpose - You love it, you're great at it, the world needs it, and you get paid for it! These translate into Mission, Passion, and then Profession, and Vocation. With all of these things in place, a person has purpose at work. Organizational Purpose The table below illustrates the 5 components of an organization - People, What You Do, Client perspectives, Image but they all stem from the importance of the first part of PURPOSE. Simon Sinek's book Start with Why emphasizes the importance of “why” companies do what they do, for both employees, and customers. Employees are more inspired to act when they understand why the company does what it does, and how what they do contributes to the why. According to Sinek, while customers don’t buy “what you do" , they buy "why you do it" . He further points out that this is often where true differentiation exists. What Gives Your Company Purpose? Why do you get up every day, and do what you do? What gives your life meaning? These are heavy questions and get to the heart of how we view our existence. In organizational leadership, we often speak about employee engagement and its importance to achieving our business goals, a concept that is supported by many studies. People who embrace life with a sense of enthusiasm and passion tend to grab more attention than those that don't - even more than their technical skills. If they “get it” (embrace it, own it, internalize it) – then get out of the way because they will make things happen. Their enthusiasm will be infectious if coached and guided. For clarity, let’s look at the dictionary definitions of a few keywords: PURPOSE: The reason for which something is done or for which something exists. ENGAGE: Occupy, attracts, or involve someone's interest or attention. PASSION: Strong and barely controllable emotion. ENTHUSIASM: Intense and eager enjoyment, interest, or approval. "IF the only reason your organization exists is to create financial profit – what message does this give your employees, and your customers?" Organizational success, which can come in many forms, is the outcome of acting on a purpose. Too often, Mission Statements tend to reveal little about why companies do what they do, or their reason for existence. Let’s look at two examples of Mission Statements: ABC Company Mission Statement “To positively impact the lives of our employees by delivering service excellence to our customers, and thereby improving their company environment and marketplace brand.” Acme Company Mission Statement “To continuously deploy the most efficient processes to be the best service in our market, and thereby grow our business profitably and increase shareholder value.” Think about these two statements from the customer's point of view - which company would you find more appealing to do business with? How about from the employees’ point of view? Which company would you prefer to develop a career with? ABC Company's Mission Statement focuses on their purpose, versus the Acme Company which leans toward expressing only what they do and their focus on financial results and gain. The only hint of purpose for Acme tends to focus internally on growing their business. Certainly not a terrible thing, but you would likely need to dig deeper into the company's Guiding Principles or Values to learn more. CONSIDER: Make a list of companies that you know and visit their websites. Explore their mission statements and see if you can determine their purpose, and why they do what they do. Is it clear and concise, or is it fuzzy or vague? Is it memorable? Does the statement reach for a higher purpose, or focus only on what the company does? REMEMBER: Your Mission Statement should be aspirational and be a virtual North Star - the guiding light for your people and your organization that leads you, and supports your strategic imperatives. Here are four real examples for you to consider: “To be the most hospitable company in the world – by creating heartfelt experiences for Guests, meaningful opportunities for Team Members, high value for Owners, and a positive impact in our communities.” KEY DEFINITION “We save people money so they can live better.” “To provide authentic hospitality by making a difference in the lives of the people we touch every day.” “To refresh the world…To inspire moments of optimism and happiness…To create value and make a difference.” What's your Mission Statement? And, how does it stack up? The purpose of a company should reach for a higher objective. Perhaps most importantly, it should be simple, clear, and concise enough for people to remember. The people of course I’m talking about are your employees who must internalize and strive for it. And your customers must see it as something that makes your company unique, and desirable. Make your Purpose come alive Having an effective Mission Statement that conveys a company's purpose is step one. Making it a living and tangible part of your organizational culture is an entirely different conversation, or step two. Here are some ways in how you make your Mission come alive: SIMPLICITY: simple, clear, and concise - people don't remember long paragraphs. PEOPLE: hire the right people who have passion, enthusiasm, and shared beliefs. VISIBILITY: share your Mission, Vision, Values & Purpose - EVERYWHERE. REITERATE: in every meeting, gathering, communication that you make. ENGAGE: with everyone in your organization, regardless of position. Your Values (or Guiding Principles) The guiding principles of the company, often called Values, establish uncompromisable behaviors to achieve the Mission (purpose). They can be thought of as guardrails that apply to, nurture, and encourage employee behaviors as they pursue the company's Mission. Here are some examples: Treat Everyone with Respect Ensure Profitable Growth Employees will have all the tools required to Do Their Job Pursue Excellence in Customer Service at Every Opportunity Be Easy to Work with for both Clients and Employees All employees will have an opportunity to Learn, Develop & Grow Collaboration and Teamwork are an Organizational Imperative Continuously Innovate for Improved Performance Your own Columbo Moment? There are no such things as dumb questions when self-reflecting and looking at not just what you do but why you do it. Sometimes the most obvious questions never get asked, and therefore never get answered. Self-reflection is critical in the process of understanding not only where you are today but where you want to be and can be into the future. It's natural for people to want to be part of something bigger, with purpose, for the better, for GOOD. Just making stuff, or simply providing a service for profit alone isn't sufficient for most but why you're doing it and what it means is everything in creating your North Star and heading on your journey to TRUE NORTH© When people and clients come to your company, they should get caught in the wave that begins with your mission, flows through your culture and the service or product you deliver in the constant pursuit of excellence, solving problems, delivering great experiences, and making an impact. Don’t underestimate the importance of PURPOSE – In a hyper-competitive world, it could be the catalyst that drives your growth. TRUE NORTH© Strategic Partnerships & Growth Academy has been created on the foundation of decades of experience working with large organizations globally, winning better and retaining better business. TRUE NORTH© is focused on helping sales and retention teams and is divided into 6 modules of in-person or virtual training and coaching, including: 1. TRUST: The foundation of Strategic Partnerships 2. PORTFOLIO: Assessing your current portfolio of business and/or opportunities 3. STRATEGIC ACCOUNT PLANS: Critical information into an actionable framework 4. COLLABORATIVE SOLUTIONING: The principles of solving client challenges 5. ARCHITECTURE OF PARTNERSHIP: How to set the stage for Strategic Partnership 6. GROWTH LEADERSHIP: Personal development for growth leaders The 4xi team has decades of experience designing and implementing Strategic Partnership frameworks and strategies to help businesses win better, retain better business. To learn more about TRUE NORTH©, email us at: hello@4xiconsulting.com Inspiring a brighter future, together. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side creating an impact in the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy, whether client, employee or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory Amenities, Design & Operations Customer Experience (CX) Training & Development Strategic Partnership & Growth Innovation Solutions & Support Our Strength is in the Power of Our Collective. 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

Why Strategic Account Management? Most businesspeople recognize that “hell-on-earth” is when your product or service becomes a commodity in the marketplace. It is a grind or a race to the bottom and it can easily burn out great people. It's like quicksand that continues to pull an organization and its people down. Moving your service or product out of the commodity position takes commitment to a strategic change, and discipline to adhere to a strategic plan - every time. It takes a belief in the differentiated value that your organization brings (if it does) and its overall worth. It also takes the total dedication of the organization's people to deliver, in a customer-centric culture. A study of data by Atlanta-based Ask Forensics shows the level of risk that exists in B2B relationships. In their study, business leaders were given three options to evaluate the health of their relationship with their service provider: strong, vulnerable, or damaged. 7% responded as damaged while a full 78% responded as vulnerable. Even more interesting is their findings that more than 50% of the service providers were not aware their clients feel this way. This begs the question, what in the world is going on? "Relationships are dynamic. Change is constant. There is simply no substitute for proactive and strategic behavior when engaged in B2B relationships. SAM leaders cannot take anything for granted." What Is Strategic Account Management? "If you have read any of my writings then you know I believe business is conducted by people, and people are the basis of mutually fruitful business relationships." - Ed Snowden Words matter, and labeling the client as the “account” is a bit cold and impersonal. Who wants to be known as an “account”? If it were up to me, I would call it Strategic Partnership Development, or Strategic Client Management. In either case, the “SAM” title has caught on. The SAM leader must first maintain a strong rapport with client key stakeholders based on professional credibility and trust. This does not mean to “be buddies” - they must have a keen understanding of the client’s business and what their goals are. The client must view the SAM leader as their partner, and an unvarnished voice in the office of the CEO of the company. In a healthy partnership, loyalty between the organization’s leaders should be evident in the way they respect, trust, and rely on one another. "The primary goal of SAM is to ensure that the partnership between the company and the client is achieving “win-win” outcomes for both parties. And, that the partnership continues to be relevant, thriving, and growing." SAM leaders must maintain a sharp focus on the critical categories of a partnership’s health. As the visual below illustrates, SAM leaders must maintain a sharp focus on three critical categories of a partnership’s health. What Strategic Account Management IS NOT? SAM leaders are not the “internal affairs” office of the organization. Their focus should be minimal (if any) on routine service issues. Instead, their energy is devoted to the overall strategy for maintaining “win-win” partnerships. When I first became a SAM leader, the person who assigned me to the role said something that stayed with me over time. The company I represented provided food and nutrition management services to hospitals, universities, and other markets. Paraphrased, his comment was: "If you find yourself overly focused on the length of cafeteria lines (in the retail food serving areas), then you're focused on the wrong thing. Others on the team should worry about this." I once heard a story that perfectly illustrates strategic management thinking. During an interview, a university president from a well-known American learning institution was asked if the enrollment rates at his school kept him awake at night. His reply was "No, the reputation of the university is what keeps me awake at night." A SAM leader should have a broad and long view, not a short-term narrow view of the partnership. Their primary concern is the reputation of their company in the mind of the client’s key stakeholders, and its impact on maintaining a win-win partnership. "It is imperative to continuously strategize about how the company can enhance the client’s brand and competitive position in the marketplace. And, in return, grow along the way – thus achieving a “win-win” outcome." What is Meant by “Win-Win”? When a new partnership is created, the parties should purposefully devote time to assure complete clarity of expectations, especially if the courtship (sales cycle) is conducted over a lengthy period. "In TRUE NORTH© we call this a Partnership Charter - a documented agreement between the parties that aligns them to mutual success." It is too easy for expectations to become cloudy, and for commitments or promises to be forgotten. It is also important to remember that client stakeholders may have their internal reputation or credibility on the line if they were pushing against internal opposition. The SAM leader is responsible for facilitating a partnership “kick-off” meeting to reinforce the mutual understanding of what “Win-Win” looks like. In the complex partnership, the meeting begins with the parties co-authoring a charter or over-arching mission statement. Key Success Metrics should also be reviewed and recommitted to. The meeting or retreat should also clearly delineate expectations and ground rules minimally for the key categories, outlined below. Consider the following example: The Partnership Charter Acme Real Estate Company and ABC Inc. have partnered to provide Valet Parking Services at Acme’s thirty-three office buildings in NYC. PURPOSE: The Valet Parking experience will enhance the overall image of these office complexes for existing and prospective tenants through the provision of safe, friendly, and efficient valet parking of both the employee and customer vehicles. KEY MUTUAL SUCCESS METRICS: FINANCIAL: + Acme seeks $100K in annual savings, ABC achieves at least a 5% margin. + Acme receives 1% discount for payment terms, Acme improves cashflow. + The parties share any financial under AND over performance. PERFORMANCE: + Customer Service Metrics are measured and over expectation is rewarded. + Acme enhances their brand and drives overall tenant satisfaction. + ABC is incentivized to drive innovation and service improvement. PARTNERSHIP GOVERNANCE: ALIGNMENT: + Senior Leadership on both sides sign up to the Partnership Charter. + The Purpose, Values, Vision & Mission are memorialized. + The Mutual Measurements of Success are identified and central. BEHAVIORS: + The "Key Players" are identified on both sides of the partnership. + When they meet, the agenda, and measurement criteria. + Any variation from the Charter needs to be authorized by signatories. Clarity of direction right from the start is essential to a long-term successful partnership. The governance team for the partnership should re-visit the Charter and Key Success Metrics a minimum of once annually and revise as needed. Market landscapes change which drives changes in the client’s product or service, and what they need from your company. When people change in the client organization, as they invariably do, the SAM leader should be involved in reviewing the Partnership Charter with the new stakeholder. Losing a client (if initiated by the client) should create grief inside your organization. If it does not, something is wrong with your organization’s culture. You have invested in your partnerships, and now you are being fired. It should hurt, and it certainly should be a red flag and cause for reflection. "SAM leaders are acutely aware that it is far better to learn about issues before they fester, and deal with them expeditiously – as opposed to hearing about it later – and then having to deal with a competitor who is eager to exploit your weaknesses with your client." SAM Culture and Deployment SAM is a specialty position compared to a traditional Account Manager and often with a deep background of experience, level of seniority, and ability to navigate with understanding and empathy. Not all organizations that provide a service or product have a SAM strategy that includes SAM positions dedicated to every client. Therefore, they must make decisions as to where to deploy the SAM resources. They will typically segment their “accounts” by making specific value judgments. These judgments will take into consideration criteria such as the revenue generated; profit margins; growth potential; and client brand value in the marketplace. The overarching concept is that these accounts are highly valuable to the health of the organization, now and into the future. This is important because a healthy company is what you want, and all your clients should want. When a company's clients are viewed by the company as not “valuable” should either be improved or terminated. If they do not add value to the business (however value is determined by the company), then they are an unnecessary drag on the company resources. It's likely, that you are not delivering full benefit (their “win”) to the client organization, and sadly draining energy away from your other valued partnerships. The worse result is the impact this has on your company's image in the marketplace. There is simply no “win” here for anyone, only loss. “Win-Win” is the only acceptable outcome. I proffer that SAM should be a concept that everyone in the company understands and practices. It should be embedded into the company culture. Decisions that are made outside of a SAM philosophy tend to be shortsighted, transactional, and not always in the best interest of the partnership or the company. All organization leaders should be cognizant of the impact their decisions make on the strategic health of the partnership. For clients that do not have dedicated SAM leaders, those managing these clients should have training on the SAM concept. "SAM is customer-centric and has a strategic positioning concept. It requires across-the-company understanding. This includes those that are not members of the SAM team. Everyone needs to understand how it fits into the company’s overall growth strategy." Strategic Account Managers are Not Part of Sales or Operations The Strategic Account Managers should be company representatives that “roam” freely inside all realms of the client’s organization in their portfolio. They have established trust, rapport, and strong relationships with key client stakeholders that are independent of others in their own company. They regularly take a “health-reading” (or “position assessment”) of key clients’ feelings about the partnership. (Yes, I mean their feelings). They should always know where the partnership is positioned regarding “win-win” metric performance. Effective SAM leaders are also keenly aware that humans, to a degree, are driven by their instincts and feelings in addition to empirical data. They pay attention to both subtle and obvious warning signals. They ask pertinent questions. They are fearless in the pursuit of hearing candid answers to their questions - even if they are not favorable. And looking for what is not being said. They realize the vital nature of early detection and do not avoid it. Like a physician that monitors the vital signs of a patient, or the sailboat captain that observes the weather conditions and their supply levels. A basic responsibility of a SAM leader is to maintain current information on their clients, or a “Client Profile,” containing certain specific information. The Client Profile is fluid and needs to be updated as things change. When engaging key stakeholders, the following are the types of questions a SAM leader should ask. (Using the same partnership example above between ACME Real Estate Company and ABC Inc). What are you hearing about the new site manager that I should know about? I understand you are pursuing an acquisition? I am told the CEO has announced her retirement. Has her replacement been found? If so, where are they coming from? We are trialing an innovative technology that will result in 5-7% labor savings, and we are searching for 3 trial sites – can you agree to be one? We are about 24 months away from the expiration of our formal agreement. I would like to suggest we begin to discuss the next phase of our relationship now. Can I schedule time with the appropriate parties from both our organizations? "The SAM leader realizes the vital nature of early detection, and they do not avoid it. In fact, they are constantly taking the temperature of the client stakeholders. They listen acutely to what is being said and watch carefully for what is not being said." The SAM Leader Inside Their Own Organization The SAM leader should be appropriately positioned at the right hierarchal “level” of the organization – like title and position signal authority to their teammates. It is important that the SAM concept and therefore the SAM team have the expressed support of the company senior leadership. It strengthens the position of the SAM leader to perform in their role effectively. If this does not occur, their positive impact will be limited, and the resource is wasted. Not to mention there will be frustration with all involved, while potentially sending mixed signals to the client. If the concept and the effort are not supported by leadership, then the SAM leader will be viewed as an internal watchdog, looking for failures, inside their own company. This may be the result of a lack of understanding of the purpose of the role, fear of exposing unpleasant issues, or both. Leadership must effectively communicate the purpose of the role. SAM leaders must have the strong emotional intelligence to navigate natural human tendencies of defensiveness within their own company, even aggressive push-back. It is best they avoid “dancing” around sensitive issues; have the facts, and recognize reactions that are emotional and not based on substantive factual data. SAM leaders must be open to alternate interpretations of the situation, and facts they may not have access to. The best path is a collaborative one. It is essential for the people in the organization to embrace the role, at the highest levels. For the SAM team to be successful inside their own company, it is important that they meet basic qualifications. Have experience IN the actual business Active Listening Articulate A Strategic Thinker Authentic and Personable Have Vision Demonstrate Emotional Intelligence SAM leaders absorb a tremendous amount of valuable information while doing their job. Organizations that are committed to the continuous pursuit of excellence as part of their DNA, always seek ways to differentiate themselves. Corporate leadership would be wise to ensure that SAM leaders are connected to all product development initiatives. "Strategic Account Managers must have the complete support of the organization’s senior leaders, or it is a wasted resource." In Summary SAM itself is a customer-centric strategic growth initiative, based completely on cultivating “win-win” partnerships. SAM team members and leaders must be senior members of the organization, recognized as strategic experts, and highly skilled in cultivating professional relationships. They are a highly valuable resource for the growth of the organization and should be compensated accordingly. Winning better and retaining better business is driven by a changed mindset - the first step in changing behaviors is to change that mindset. TRUE NORTH© Strategic Partnerships & Growth Academy is a set of learning modules designed to actively engage participants and enable them to see themselves and your business differently. TRUE NORTH© is the first step on your journey toward winning better and retaining better business. TRUE NORTH© Strategic Partnerships & Growth Academy has been created on the foundation of decades of experience working with large organizations globally, winning better and retaining better business. TRUE NORTH© is focused on helping sales and retention teams and is divided into 6 modules of in-person or virtual training and coaching, including: 1. TRUST: The foundation of Strategic Partnerships 2. PORTFOLIO: Assessing your current portfolio of business and/or opportunities 3. STRATEGIC ACCOUNT PLANS: Critical information into an actionable framework 4. COLLABORATIVE SOLUTIONING: The principles of solving client challenges 5. ARCHITECTURE OF PARTNERSHIP: How to set the stage for Strategic Partnership 6. GROWTH LEADERSHIP: Personal development for growth leaders The 4xi team has decades of experience designing and implementing Strategic Partnership frameworks and strategies to help businesses win better, retain better business. To learn more about TRUE NORTH©, email us at: hello@4xiconsulting.com Inspiring a brighter future, together. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side creating an impact in the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy, whether client, employee, or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy , Design & Operations Human Experience: Customer (CX) & Employee (EX) Training & Development TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

DEFINITION: col·lab·o·ra·tion /kəˌlabəˈrāSH(ə)n Collaboration is the action of working with someone to produce or create something. Perhaps the best takeaway of a collaborative approach is that exercising it means making the competition irrelevant . How you might ask? It’s straightforward; understand your customers’ needs completely and bring solutions that matter, ‘ to them’. Let’s remove the veneer for a moment and deal with what it really takes for a company to BE MORE . Collaboration matters because it is ultimately about leveraging relationships and trust to gain partnership status with your customer. When the relationship boils down to price or comparing your product feature by feature with the competition, it can be a race to the bottom and does not always guarantee that the ‘Best’ player wins. However, it also spurs new pathways to success for both parties. It ensures that problems get solved as they arise. Customers often look for coaching; an intelligent sounding board and a fresh perspective, let’s face it - we all do. In a collaborative relationship, you are often, the first port of call. A natural outcropping of these problem-solving moments is an opportunity to grow closer in trust and professionalism. When we collaborate we create an environment for shared learning that forges new avenues for communication. "Open dialogue means sharing ideas, ruminations, and thoughts freely, in a safe and comfortable forum." When we are united, we learn from one another and this boosts morale across both enterprises. We intrinsically put stock in being worthy and valued. When applied in business, it allows us to nurture the values shared by both companies. Perhaps the definition of Win-Win can be whittled down to value-based mutual collaboration. It is interesting to note that collaboration leads to higher retention rates. Value-based alignments between companies and their customers naturally lay the foundation for a more engaged workplace. The atmosphere is then one is confidence, not fear; gain not loss; trust not suspicion. When it is front and center in the workplace, the feeling of safety it brings goes a long way toward preventing your people from looking for solutions elsewhere. Perhaps we can take this notion of Collaborative selling one step further and define the model as COLLABORATIVE SOLUTIONING: The principles of solving challenges. Organizations that make collaboration a focal point of their culture realize solutions that are identified more quickly, more creatively, and more openly. Out-of-the-box thinking is not an output of constraint but is born in safety. A collaborative solution is truly the principle of solving challenges. So next time you meet or e-meet a customer think ‘Collaboration’ from a perspective of how can I help ‘ solve ’ not so much how can I help ‘sell’? 4xi: Inspiring a brighter future, together. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side creating an impact on the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy, whether client, employee or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy , Design & Operations Human Experience: Customer (CX) & Employee (EX) Training & Development TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Philadelphia | Seattle | Silicon Valley | Santiago | London | Tokyo

Many organizations large and small can get lost when it comes to strategic partnerships and growth. Understanding your core strengths, weaknesses, identifying your Ideal Clients, their characteristics, where they are, in what industries, what's the best fit for your organization now, and into the future, are all fundamentals for your future success and growth. Sales teams can get stuck just filling the pipeline and meeting the quarterly or annual quotas that drive commissions and bonuses, chasing the short-term gain, not necessarily long-term sustainable growth. Self Reflection When was the last time you looked in the mirror understanding your current client base, which is the best fit for your business, not just in terms of size but the quality of partnership, the services you offer, the terms of business, the relationship, profitability and mutual benefit of being in business together? Your Competition When was the last time you took a hard, honest look at your competition - what they do, where they do it, how well they do it, their strengths, weaknesses, AND critically how you compare? Ideal Client Characterization With what clients do you do the best business with? What is their size, their culture, the value they place in the products or services you provide? What are the characteristics of the organizations you want to do business with? Your Brand Story How does your brand story resonate with your audience? Really? Is it a story that has just evolved over time, or is it one that you have actively tested out to understand how well it resonates, or not, with your target clients? Do they understand it fully? Can they articulate your brand message internally as they inevitably in-sell to internal stakeholders? Strategic Partnerships How well do you know your clients and prospects? Really? How deeply are you connected throughout the organizations with which you work? What level of connectivity do you have, level of advocacy within the business? How are you and your products and services perceived, and what incremental value do you bring to them? These are just some of the critical questions in the MarketMatch© process and on your journey to finding your TRUE NORTH©. "Are you reaching the key decision-makers at the right companies to fuel your growth?" Our proprietary MarketMatch© program is a collaborative, personalized approach to win and retain the best, most profitable business. Reach out today to start your journey of success at: hello@4xiconsulting.com or contact 4xi's Strategic Partnership & Growth team. Tony Johnson is Chief Customer Experience Officer at 4xi and is the co-creator of the MarketMatch© process. Tony leads 4xi's CX strategy, training, and execution. He is recognized globally as a subject matter expert, a multiple author, and keynote speaker on all matters CX. Contact: tonyjohnson@4xiconsulting.com Simon Elliot is Managing Partner & Co-founder of 4xi. He has spent his career in strategic advisory and growth leadership roles and in his previous role managed a $1B portfolio of FORTUNE 100 global companies, bettering their work experience. Contact: simonelliot@4iconsulting.com 4xi: Inspiring the future, together. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side creating an impact in the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy, whether client, employee, or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory Amenities, Design & Operations Customer Experience (CX) Training & Development Strategic Partnership & Growth Innovation Solutions & Support Our Strength is in the Power of Our Collective. 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Seattle | Silicon Valley |Santiago London | Tokyo

Are you bringing value to your customers and your clients? That is really the only question that matters as you look to grow your sales and compete in this ever-evolving marketplace. Value Proposition is often a tool used in a sales process to identify what a potential client needs from a service provider and allows the company in question to craft an offer that will entice a potential client or customer to sign up for service. This thinking is a great start, but it goes so much deeper in the form of customer journey mapping. It is about understanding yourself as an organization as much as it is understanding your customers and clients. Customer journey mapping is a useful tool when it comes to looking at your end-to-end customer experience and identifying opportunities to improve your relationship. This begins before your clients ever sign a contract – it begins at the point of awareness. The trick with customer journey mapping is about is that it requires an outside-in approach, focusing on things from their point of view to understand their needs. When you adopt this approach, it allows you to learn about them and craft offers to fit their needs so everyone wins. Developing and fleshing out the right number of personas to allow you to understand the buying influence will also be helpful, as you may find a front-line leader has a different set of wins than an executive at the same organization. Personas (or avatars) are representatives of the organizations you most want to do business with and the buying influences within those organizations. It allows you to put a face and attributes to your potential sales leads – and to think about them as people with needs, wants, and emotions. "This also means you have to understand your own organization." Crafting a powerful value proposition requires substantial self-reflection, and you have to be comfortable taking a step back and asking yourself what problem you are solving and why anyone should care. This is where looking back to your personas will help you craft that compelling messaging. If you can’t solve a problem for your customers or clients that they can’t easily solve themselves then what’s the point of anything you are doing? You are likely used to hearing me talk on the topics of customer experience, employee engagement, and business execution – so what does this have to do with anything? It is the fundamental question of customer experience: How can you solve problems for your customers and help them achieve their goals. This is often discussed in the context of an individual. People are hungry, they are thirsty, they need to shave, and they need mobility. Enter cheeseburgers, sparkling water, razors, and cars to help solve those problems – all delivered by companies who have the right solutions at the right time and hopefully at the right price. The same process works very well for B2B plays, too. You can consider how you help organizations thrive as easily as you can individual customers; it becomes about considering what motivates the buying preferences of an individual as they activate solutions for a business rather than an individual. Regardless of individual or enterprise, you must dial in on Problems, Words, and the Wins. CUSTOMERS AND ORGANIZATIONS WANT HELP SOLVING PROBLEMS Regardless of individual or enterprise, you must be able to answer the basic question: I help _______________ to ____________________ by __________________. You could be helping business travelers recharge through your delightful hotel accommodations. You may be serving dinner and creating a sense of community for diners through your dinner offerings or you be ensuring safe and clean workspaces for employees and visitors through your cleaning and facility solutions. No matter your industry, you will have customers who have problems they recognize, like the basic example above, and those they haven’t realized you can solve for them yet. This means taking an adaptive approach to bringing value – and yet another place where customer journey comes into play. The more you can understand your customers, the better you can unearth problems they haven’t realized existed or solutions they haven’t thought of yet. WHY SHOULD YOUR CUSTOMERS CARE? This is the question most worth answering and why you have to put yourself in their shoes if you are going to be successful. Aligning with your potential clients and customers is about understanding your product and service and putting it into the context of a customer’s life. "That is why realtors stage houses – it makes it easier to visualize yourself in the home and how you would use the space for your needs." Understanding the wins for your customers is key – it helps you distill your message into a tangible “thing” for your customers that will make it more likely for them to buy your service. It also helps you align the use case for your product and allows you to think about new and innovative ways that you can bring value to those you serve. WHAT MAKES YOU BETTER THAN YOUR COMPETITORS The competition is anyone your customers do business with. Full stop. If you are in the healthcare industry and you are only benchmarking your services again other healthcare providers, that will set you up to be on the wrong side of industry trends. If you have a call center or online ordering, you can bet you are being compared to Amazon or Apple. You are being compared to the service received at Hilton, The Post Office, the local dim sum place around the corner, and anyone that your customers can search online. So, you must understand your competitive advantage with regard to others directly in your lane so you can be faster, easier, and more efficient – but not at the expense of ignoring the rest of the companies that are influencing your customers’ buying decisions. This again leads back to self-reflection and making sure you have those who will challenge organizational thinking as a part of your customer experience and sales teams. Creativity, execution, and storytelling are not easy by nature but with the right team in place (one that includes diverse personalities and points of view) you can overcome these challenges. The fact is when you focus on your customer’s pain points, can articulate the problems you solve, and can understand the best ways to bring value, it will set you on a path toward strategic relationship building and sales growth. These are just some of the critical questions in the MarketMatch© process and on your journey to finding your TRUE NORTH©. "Are you reaching the key decision-makers at the right companies to fuel your growth?" Our proprietary MarketMatch© program is a collaborative, personalized approach to win and retain the best, most profitable business. Reach out today to start your journey of success at: hello@4xiconsulting.com or contact 4xi's Strategic Partnership & Growth team. Tony Johnson is Chief Customer Experience Officer at 4xi and is the co-creator of the MarketMatch© process. Tony leads 4xi's CX strategy, training, and execution. He is recognized globally as a subject matter expert, a prolific author, and a keynote speaker on all matters CX. Contact: tonyjohnson@4xiconsulting.com Simon Elliot is Managing Partner & Co-founder of 4xi. He has spent his career in strategic advisory and growth leadership roles and in his previous role managed a $1B portfolio of FORTUNE 100 global companies, bettering their work experience. Contact: simonelliot@4iconsulting.com 4xi: Inspiring a brighter future, together. 4xi Global Consulting & Solutions is a team of talented leaders from both the client-side and service provider side creating an impact in the Human Experience (HX) for people at work, in education, rest, and at leisure. We believe in a people-first, experience-led philosophy, whether client, employee or guest – their experience is the fundamental foundation of success. We work with corporations, service providers, and innovators: Strategic Advisory Design4Life©: Environmental, Physical, and Experiential Design Global Amenities Strategy , Design & Operations Human Experience: Customer (CX) & Employee (EX) Training & Development TRUE NORTH©: Strategic Partnership & Growth Explorers Innovation Directory: Gateway to Innovation Sustainability Simplified©: Supply Chain & Innovation Market Research Reports & Benchmarking 4xi is proud to be Chair of WORKTECH Academy for North America and a member of its Leadership Advisory Board. 4xi is a Global Ambassador for WORKTECH Academy. San Francisco | New York | Orlando | North Carolina | Seattle | Silicon Valley | Santiago | London | Tokyo

Andy Barker joins 4xi Consulting as a Culture Change Consultant, bringing more than three decades of global experience helping organizations unlock performance through culture, leadership, and systems thinking. Andy’s roots are in safety and risk, but his work has always gone beyond compliance. From Europe to Africa, the Middle East, Far East, and North America, he has supported organizations in understanding how decisions, relationships, and behaviors shape the outcomes they care about most, whether that’s safety, performance, trust, or innovation. “Safety was the visible edge, but underneath it all was a cultural system influencing everything else. Leadership, trust, and the experience people have of being part of something that matters. 4xi’s focus on hospitality, experience, and culture is deeply aligned with what I care about most, making work more human and organizations more capable.” Andy is internationally recognized for enabling award-winning cultural transformations, earning accolades both personally and for clients who sustained their results long after his departure. One landmark example involved a multi-country engagement across 27 companies that shifted from chronic fatalities and burnout to zero deaths, zero suicides, and a 25% improvement in profit. The shift wasn't driven by a safety program; it was powered by collaboration, purpose, leadership alignment, and employee experience. That experience shaped Andy’s core philosophy: if you want better performance, you need a culture that enables contribution, critical thinking, and connection. Most business challenges aren’t caused by a lack of compliance; they’re rooted in how people think together, solve problems, and support one another across boundaries. Today, Andy helps clients decode those dynamics. He works with leaders to reframe culture from a soft concept into a structural advantage, one that connects how people feel with how organizations perform. At 4xi, Andy brings this expertise to help clients shift from intention to impact, embedding meaningful values into real-world practice and helping teams move from reactive compliance to proactive contribution. “I’ve spent my career showing that culture isn’t a side conversation,” Andy says. “It’s the architecture of performance. And when we shift the way people connect, lead, and learn, we unlock the potential that’s already there.” About Andy Barker Andy Barker is a Culture Change Consultant with over 30 years of global experience in improving organizational performance through culture, leadership, and systems thinking. Known for driving award-winning cultural transformations, he believes that a strong culture enables critical thinking, contribution, and connection, which leads to better outcomes. Andy helps organizations shift from compliance to proactive contribution, embedding values that enhance both employee experience and performance. 4xi Global  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