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Focus on having awesome kick ass games on the Xbox platform, exclusive or not, I mean, most people don't even know what an exclusive game even is, nor do they care, they just want something good to play for cheap.

Make sure people know that they can play these games on Xbox for less money, if that means a less powerful console, so be it.

Basic online play for free, add bonuses with gold suscription, such as gamepass, game sharing, cross game chat, cross platform online gaming etc. Focus on social streaming, apparently, for some reason I don't understand, watching some idiot playing games is far more popular than playing games in itself. Why not make a profit from it?

Stop the Series X, Series S hardware tier BS. One Xbox, simple, functional and elegant. Non gaming people get very confused by this. If you give them simplicity and convenience, they'll buy what you're selling.