In our bodies, our DNA is the genetic code that makes us unique individuals. It contains all the instructions needed to build a complex, living, breathing organism. DNA is the master of each cell and is passed on through successive generations. Our DNA determines our physical characteristics, and damage to our DNA can cause problems that range from minor to catastrophic.
Your company has its own DNA – those things that make it unique, give it vitality, and must be passed on as it grows.
A business’s DNA is comprised of two components:
- What we do
- Why we do what we do
“What we do” describes our ideal customer – the customer we are uniquely set up to serve well maximizing the strengths of our organization. It also answers the question “why do customers choose us?” It is your market niche but it goes much deeper and understands why you can claim that niche.
“Why we do what we do” describes you. It informs the entire team of the passion and purpose that led to the creation of your company. It defines the values that are present in the organization and must be modeled and protected if the company is to survive and thrive.
Understanding your company’s DNA is the first step in building a strategic plan that works. Your company DNA guides and defines everything about your business. Make sure it is defined, known, and used to make decisions.
Many people are re-examining their businesses due to changes caused by technology and the health emergency. If you want to build a durable, resilient business, your company DNA is your anchor. It will keep you from drifting wherever the winds blow. Knowing who you are lets you build on your strengths rather than reacting to circumstances.