Note to the C-Suite: “Your culture is no longer what you tell employees it is. It’s the differentiated experience [DX] your team members have, how they feel about it, and most importantly, what they tell others about their experience.”

Some years ago, I crossed paths with a friend from college named Tom Coyne. Tom and I lived on the same floor our freshman year at Marist College. Tom captained the football team, brandishing a personality and a smile that lit up a room.

Tom was now a successful businessman, owning his own agency. COYNE PUBLIC RELATIONS was based in New Jersey, and boasted an impressive list of clients. Tom and his team have worked with iconic brands such as Disney, Campbell Soup, and Burger King.

While sitting down with Tom, I had the opportunity to ask him about his business philosophy. Tom relayed an approach that was both simple and prophetic:

“When I started the agency, my goal was not to be the biggest or to have the best clients. It was simply to become the best agency to work for. I knew if we were the best agency to work for, we would then attract the best people. And that if we retained the best people, the best clients would follow.”

How are you investing in culture and a differentiated employee experience?

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Stan Phelps walks the walk. He stands out in the sea of sameness by modeling his own Differentiated Experience (DX) message: Differentiation isn’t just about what you say, it’s about what you do and, more importantly, how and why you do it. Stan leverages his unique collection of 5,000+ case studies on customer, employee, and brand experience to engage audiences with informative learning-based experiences. He believes purposeful DX wins the hearts of employees and customers, and differentiation ultimately boosts loyalty, retention, referrals, and results.

Find Stan’s in-person and virtual keynotes, workshops, and Goldfish tank programs at