Developing a company’s DNA profile helps with many different aspects of running and scaling a successful business.
An entrepreneur might start a business because they spotted an opportunity in the marketplace and exploited it. That’s innovation.
The fact that the entrepreneur has been successful means that the universe has decided their venture was useful so kept the fledgling business alive. That’s evolution.
Everything has inherent meaning in the universe even if the entrepreneur didn’t know or care at that point. That changes.
To scale the business it becomes important to describe the business in a way that piques people’s interest and attracts a loyal following. The best way to do that is to educate, entertain and engage people, whilst they communicate to the world what they do, how they achieve their results and why it’s a good idea to be clients, collaborate with and serve this organisation.
In the post-recession world, people are also interested in knowing what the company’s philosophy is, what’s important to them in the way they do business and what the vision for the company in the future is.
The mission is the next big step the leader wants to achieve and doesn’t necessarily need to be communicated to the outside world because it will change over time. The mission is chunked down into the strategy, what will be produced, with performance goals (habitual behaviours) and achievement goals (milestones) along the way. One might never completely achieve the purpose, and that’s okay. It’s a legacy.
The challenge is that there is a lot of confusion about what each aspect actually is. If leaders or entrepreneurs don’t fully understand their organisation’s DNA, they will be running an operation that hasn’t fully tapped into the passion and potential of its people. This negatively affects its customers and the bottom line. It can also lead to a lot confusion in decision making. You can find your top talent spending time on less than optimum behaviours.
The benefits of spending time on creating your organisation’s DNA profile include:
• It creates a buzz
• Attracts the top talent
• Enhances your pitching process
• Boosts engagement
• Develops an effective culture
• Empowers people to make decisions
• Builds equity in the business
• Unleashes passion and unlocks potential
• Increases creativity and innovation
• Creates brand loyalty… and much more…
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