Every year at PHOS, we select one big, overarching goal for the year; we call it our Annual Primary Objective (APO).
In 2024, our APO was The New Gold Standard.
Learning the New Gold Standard
TBH, I stole the phrase from Joseph A. Michelli, who wrote The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of the Ritz-Carlton Hotel Company.
I read the book back in 2019 and was blown away by the story of the Ritz-Carlton, their rise to becoming the #1-rated hospitality brand in the world, and their industry-leading commitment to customer service.
I was so curious about it that I called my wife one Friday afternoon and told her, “Pack your bags, get the kids ready, I’m taking us down to Orlando tonight to stay at the Ritz-Carlton. We need to see if they live up to all the hype of this book.”
In true brand fashion, when we arrived we were greeted as “ladies and gentlemen” as we exited our vehicle and walked inside.
As we were checking in, I was most curious about the legendary Credo Card that every team member is to have on them at all times. So, of course, I decided to put it to the test. “I’ve heard of the Ritz-Carlton Credo Card, do you happen to have one?” I asked the front desk associate.
“Of course, sir,” she responded as she reached into her pocket and handed it to me.
“This is incredible! I’ve been reading a book all about your company’s culture,” I replied, “Do you think you could get another copy for me from HR?”
“Sir, I received that card 15 years ago on my first day at the Ritz-Carlton, I want you to have it.”
Shocked, I spent the next two minutes begging her not to do that. Soon, however, my embarrassment of taking her card from her melted into gratitude and I thought to myself, this is The New Gold Standard.
Chasing the New Gold Standard
Horst Schulze, co-founder of the Ritz Carlton, famously said, “Unless you have 100% customer satisfaction, you must improve.” At PHOS, we are ruthlessly committed to this kaizen-adjacent philosophy of continuous improvement, striving for excellence through outstanding service, innovative solutions, and the highest standards.
Last year, we spent the entire year chasing The New Gold Standard across every facet of PHOS’ revenue generation, financial management, operations management, organizational development, and ministry.
Something about the universality of this APO and the actionable handles it gave our team made 2024 our most galvanizing year ever at PHOS.
At our Annual Vision Meeting this year, we looked back on 2024 and celebrated 50+ ways we developed a new gold standard for PHOS. Here are a few highlights:
- Building an entirely new brand identity for PHOS based on stronger, clearer brand positioning, vertical focuses, and our Trust and Awareness Framework
- Integrating a new Voice of the Customer Interview rhythm into our processes to learn from clients about why they chose us
- Developing a new Awareness Audit that we perform at no charge for qualified customers (you can request one here)
- Wrapping our entire company around a new mission centered on helping our team members, clients, and the world truly flourish
- Sharing leadership with new team leaders on our marketing and creative teams
- Creating a new Hungry, Humble, Warm assessment we use in team member check-ins to identify growth areas consistent with Patrick M. Lencioni, The Ideal Team Player
- Designing new custom GPTs to increase efficiency, consistency, and quality
- Constructing a 12-month Flourishing Program outline to guide our internal team’s flourishing initiatives, then offering that outline to the world to see more office cultures flourishing
- Launching fifteen new care centers with the help of other generous leaders and owners around the world through our SAFE Global Fund
Pursuing the new gold standard led to new benefits for our team, new performance rubrics, new packaging of our services, new servers for our clients’ websites, new software for our team to use, and a brand new shuffleboard table that has elevated the spirit of competition throughout the studio to a whole new level (and occasionally required conflict resolution training).
Celebrating the New Gold Standard
At our annual Christmas party, I shared with the team some of the impact that their investment in The New Gold Standard has created.
In 2024, our clients shared:
“The PHOS team has made a significant positive impact on our business. They truly understand our vision and bring it to life with incredible precision.” Leah Ann Ingram, ESCOT Bus Lines
“We are so thankful for the team’s commitment to excellence and will definitely recommend to friends and colleagues.” Tryssa Pacciulli, Your Financial Legacy
“Excellence; that is what drew us to PHOS and that is exactly what we got! They provide excellence in customer relationships, processes, and products. We are thrilled with the work they have done on our new website. It reflects who we are beautifully and effectively.” Rebecca Klein, A Woman’s Choice
“PHOS is amazing. We had a bad experience with a previous agency. PHOS has done everything they said they would. We are so excited to work with really great people who serve an amazing God. We cannot wait to build a redemptive business alongside PHOS.” Wes Lewis, Retex Roofing
“The brand narrative that Duncan developed was like water to a weary soul. I know this sounds dramatic but after the pain points we had previously to feel seen, heard, and understood is simply priceless.” akire productions
“You are much more than a business partner, you are my friend.” Shawn Gaston, Gaston Mulch & Soil
In 2024, team members shared:
“The PHOS mission made me a true believer in the company and product. Every day I was enthusiastic to do GREAT work so that I could create GREAT impact.”
“You have set the bar so high for leadership in the workplace. PHOS has impacted the trajectory of my life in the most positive way.”
“I just want to thank y’all for refining my character and I thank God that He has used this team to grow me.”
“My language and tone at home are changing. This company is rubbing off on me—a transference of gentleness. My wife has already noticed the difference.”
In 2024, one of our ministry partners shared after a rebranding project:
“We, as an organization, have never felt so known or accurately captured. At every step of Ashlee and the team walking us through the process of brand development, we kept feeling like, ‘YES, this is absolutely us!’ The best part has been receiving the same feedback from those we partner with and serve. This partnership is one of the truest expressions I know of Jesus’ love.” Alison Ungaro, Founder and Executive Director of Anew
In a year focused on living out The New Gold Standard across every dimension of PHOS, our team achieved some incredible milestones. We earned 6 ADDYs and 7 Angel Awards for our creative work, were named Employer of the Year by the Greater Gainesville Chamber of Commerce, and secured a spot on the Regional Inc. 5000 based on our growth. We were also recognized with the Purpose Leadership Award from The Purpose Summit and honored as a 2025 40 Gators Under 40 by the University of Florida Alumni Association.
All things considered, we wrote the following summary statement for 2024:
A sideways year of investment with the biggest amount of impact ever.
The Ritz-Carlton has twelve service values (that’s a lot). #5 on the list states: “I continuously seek opportunities to innovate and improve The Ritz-Carlton experience” (emphasis added).
The New Gold Standard is not a destination to arrive at, it is the continual pursuit of better. That’s what we’re committed to at PHOS. That’s what our mission and values demand of us.
To the New, New Gold Standard of 2025 and 2026 and…
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