DNA: “the fundamental and distinctive characteristics or qualities of someone or something”

The DNA of any business are the beliefs, philosophies, and principles that drive your business. Every business has a distinctive DNA, the internal genetic code that governs the business and how it functions; its culture, its values, the way it works, its guiding principles and its reason for being. At its core, it is WHY a business exists.

The DNA of a business impacts the relationships you develop with your customers, partners and shareholders; as well as having a significant impact on your employee’s experience.