The
Ten LOX
Framework™
Where Purpose meets Strategy — and Strategy meets Excellence
The Ten LOX Framework is the diagnostic engine behind Purpose-Shaped Strategy — our distinctive approach to aligning business strategy with deeper purpose. It assesses how well an organisation’s strategy, culture, and operations align with purpose across ten strategic levers, grouped into three dimensions: Essence, Execution, and Evolution.
Through this lens, excellence becomes more than an ideal — it becomes actionable, measurable, and aligned with the deeper reason an organisation exists.
Understanding Excellence
Excellence defies a singular definition. It is multifaceted — shaped by perception, performance, and purpose — and evolves alongside shifting markets, expectations, and values. Rather than arising from one factor alone, excellence emerges through the interplay of diverse qualities that together create meaningful and enduring impact. It is the orchestration of tangible and intangible elements — from precision and relevance to trust and purpose — that allows products, services, and organisations to resonate deeply and endure.
Excellence is not merely a standard — it is the purposeful pursuit of creating impact beyond what was imagined.
Historically, excellence in certain sectors was closely tied to rarity, prestige, and superior quality. Today, it is equally — and often more meaningfully — defined by relevance, responsibility, and purposeful distinction. Excellence now emerges at the intersection of aesthetics, functionality, meaning, and impact, elevating performance beyond utility to drive transfigurative progress and create lasting value.
While perceptions of excellence may vary, its foundations remain remarkably consistent: purposeful innovation, uncompromising standards, and the ability to create experiences that transcend the ordinary. These principles form the basis for how products, services, and organisations are judged — and ultimately, how enduring value is created.
A Structured Approach to Elevating Excellence
Excellence is rarely achieved through one dimension alone. It emerges through the deliberate and dynamic interplay of distinct attributes that together shape how a product, service, or organisation is perceived, experienced, and valued.
At A New Level Advisory, we have identified ten essential levers that drive excellence across products, services, and organisational performance. Each lever represents a critical dimension — from authenticity and innovation to quality and sustainability — forming a comprehensive framework for assessing, delivering, and elevating excellence in any context.
Whether designing a product, shaping a strategic proposition, or delivering a transformational service, these levers provide a lens through which excellence can be understood, measured, and refined.
The Levers of Excellence provide a diagnostic tool that enables organisations to:
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Identify areas of strength and opportunity,
Deliver consistent, meaningful, and purpose-shaped impact,
Elevate products, services, and organisational experiences beyond the ordinary.
The Ten LOX Framework can be applied as a standalone diagnostic, yet its greatest value is realised when it forms the foundation of wider engagements — shaping strategy, culture, and execution to deliver enduring excellence. In this way, the insights generated by LOX flow directly into Purpose-Shaped Strategy, LX-Align, LX-ESG, and Special Projects — ensuring clarity, alignment, and transformation with lasting impact.
The Strategy Evolution Cycle (SEC)
The SEC brings our core frameworks together into a single, integrated pathway — diagnosing alignment, shaping strategy, and embedding excellence into day-to-day operations.
The Ten LOX Framework anchors this cycle by providing the diagnostic foundation. It reveals how purpose aligns across strategy, culture, and operations — generating insights that shape strategic direction and support purposeful transformation across the organisation.
How the SEC Works
The Ten LOX Framework is the first stage of our Strategy Evolution Cycle (SEC) — a structured pathway that translates purpose into strategy, and strategy into lasting excellence.
We begin by evaluating alignment between purpose, strategy, culture, and operations. Ten LOX provides clarity across ten levers of excellence, identifying strengths, gaps, and opportunities for growth.
Diagnose — The Ten LOX Framework
Shape — Purpose-Shaped Strategy
Insights from Ten LOX then guide the shaping of strategy itself — clarifying direction, defining priorities, and ensuring decisions are rooted in the organisation’s true purpose.
Strategy is then embedded into daily practice through our seven-step methodology. This ensures transformation is delivered, measured, and continually refined over time, keeping the organisation relevant and resilient.
Embed & Evolve
What LOX represents
The Ten LOX Framework draws its name from The Ten Levers of Excellence — its structural foundation — and four intersecting ideas that reflect its deeper meaning:
Locks: A structured way to unlock purpose
LUXE: A refined approach to excellence
Level X: A New Level of strategic transformation
Led by Oxford: Rooted in academic rigour
The Ten LOX Framework Outputs
The Ten LOX Framework translates these insights into action through a suite of structured outputs:
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Lever Score — individual lever-by-lever ratings
Dimension Score — dimension-level performance averages
LOX Index — overall strategic alignment rating
LOX Map — visual matrix of lever performance
LOX Strengths — standout areas of excellence
LOX Priority — levers requiring strategic attention
LOX Insights — narrative summary and interpretation
These outputs support clarity, prioritisation, and purpose-shaped transformation — designed not just to define excellence, but to make it actionable, driving transfigurative progress and creating enduring value.
The Interconnected Dimensions of Excellence
While each lever is powerful as a standalone concept, true excellence emerges from the dynamic interaction between them.
Together, the ten levers align across three strategic dimensions — offering a deeper perspective on how excellence is expressed, delivered, and sustained.
I. Essence — Who we are and why we exist
Authenticity | Trust | Presence | Distinction
II. Execution — How we operate and deliver
Quality | Mastery | Experience
III. Evolution — How we adapt and create value over time
Innovation | Sustainability | Value
The Ten Levers of Excellence
1. Authenticity
The foundation of excellence — defined by clarity of purpose, consistency of values, and cultural integrity.
— Authenticity is the foundation of excellence. It is the lived expression of an organisation’s purpose and values, ensuring truth, integrity, and alignment between what is promised and what is delivered. It builds trust, nurtures loyalty, and creates meaning.
2. Trust
The cornerstone of influence — earned through integrity, reliability, and consistent performance
— Trust is the cornerstone of influence and enduring relationships. It is built through unwavering integrity, transparency, and reliability — ensuring promises are kept, expectations are met or exceeded, and every interaction reinforces organisational credibility and respect.
3. Presence
A strategic advantage — defined by market positioning, organisational gravitas, and influence
— Presence extends beyond visibility to strategic influence and gravitas. It is how an organisation positions itself with clarity and authority, shaping perceptions, strengthening credibility, and establishing relevance to drive engagement and enduring impact.
4. Distinction
A differentiating advantage — being uniquely different and meaningfully valuable
— Distinction elevates excellence through purposeful differentiation. It creates offerings that are not only unique but meaningfully better — capturing attention, conveying relevance, and fostering loyalty through clear points of difference aligned with organisational purpose.
5. Quality
The uncompromising standard — defined by rigour, consistency, and operational excellence
— Quality is the non-negotiable dimension of excellence. It demands rigorous standards, meticulous execution, and consistency across operations and delivery — ensuring every output reflects excellence and reinforces organisational credibility and purpose.
6. Mastery
The disciplined pursuit — defined by expertise, refinement, and continual improvement
— Mastery embodies disciplined commitment to continual refinement and skill elevation. It transforms competence into excellence through dedication, intentionality, and focus — ensuring every product, service, and interaction reflects the highest standards of expertise and care.
7. Experience
The felt impact — defined by purposeful engagement and meaningful interaction
— Experience defines how excellence is felt and remembered. It is the purposeful design of interactions that blend functionality with meaning, creating engagement that resonates deeply, builds trust, and reinforces organisational purpose and value.
8. Innovation
The catalyst of progress — defined by creativity, adaptation, and transformative impact
— Innovation fuels excellence by unlocking new possibilities. It combines creativity and intelligence to reimagine, adapt, and create solutions that deliver purposeful impact — transforming challenges into opportunities and enhancing value in visionary, grounded ways.
9. Sustainability
The enduring commitment — defined by responsible, impactful, and lasting value creation
— Sustainability reflects a commitment to create enduring value responsibly. It ensures excellence extends beyond performance to respect resources, strengthen communities, and drive long-term economic resilience — positioning organisations as purposeful stewards of progress.
10. Value
The ultimate return — defined by purpose-shaped, meaningful, and lasting impact
— Value transcends transactions by delivering purposeful outcomes with enduring worth. It combines tangible results with meaningful impact to individuals, communities, and society — ensuring every engagement offers returns far greater than the sum of its parts.
Elevating Excellence, Unlocking Potential
Excellence is never static — it is shaped, refined, and elevated through deliberate action. By understanding and applying the Levers of Excellence, organisations can create products, services, and experiences that resonate more deeply, deliver greater value, and drive enduring, transfigurative impact.
Excellence is achievable — with the right insights, purposeful strategy, and intentional action.
Get in touch to explore how A New Level Advisory can support you in diagnosing strengths, uncovering opportunities, and elevating your offerings to new levels of excellence.