Your brand today is no longer what you tell people it is. It is the differentiated experience (DX) your employees deliver. It is what you stand for and how your customers feel about you. And most importantly, your brand is what your customers and employees tell others about their experience. Black Goldfish is an amalgam of the first 10 colors in the Goldfish Series . The color black happens when you put all the other colors together. Here’s a quick overview of the colors and 10 keys to creating a differentiated experience: PURPLE - little things that add value or make it easier for customers GREEN - little things that drive engagement and reinforce culture for employees GOLDEN - little things for your “vital few” employees and customers BLUE - leveraging technology, data, and analytics to improve customer experience RED - embracing purpose in business to benefit employees, customers, and shareholders PINK - differentiating by defying normal and exploiting imperfection YELLOW - contributing to the happiness of customers, employees, and society DIAMOND - excelling under pressure in sales and client management GRAY - leading across the five generations in the modern workplace SILVER - rising above distractions to communicate both loud and clear