With our membership model, we establish deep and trust-based relationships that ensure we are constantly and consistently close to the company. In our experience, this is a prerequisite for being able to create real value for people, teams, and therefore the company in its development.

We work from a commercial and structured growth mindset. To realise the growth potential, we have built specialist expertise with a team that can advise and execute across all business-critical areas. You get everything under one roof. Areas we do not have the in-house capabilities for, we can deliver together with a team of long-standing partners we have developed over several years.

Danish Network Association (DNA) is a growth and transformation consultancy built on a model based on deep relationships.

Creating profound change and results requires shared awareness, a practical plan, as well as perseverance and the desire to reach the goal. We advise on everything from strategy, product development, and digitalisation to branding, marketing, and communication, as well as operations, leadership, finance, and sales. We cover the business 360 degrees, enabling you to realise your desired growth ambition. We bring the knowledge, structure, and expertise needed to map the entire business and realise the transformative opportunities.

We work continuously with 60+ ambitious companies that want significant commercial development and, ultimately, support in realising their purpose. We operate across a wide range of industries, and in several of them we have particularly deep insight.

Many of the companies we work with have an international outlook and an ambition to succeed beyond Denmark as well.

Having a purpose in itself does little for your company—other than being a sticker on the front door. It is never the purpose in itself, but your relentless pursuit, mobilisation of people, and conscious daily actions in accordance with the purpose that make you and your company relevant.

Most companies have already formulated something that sounds like a purpose. Now the time has come for those same companies to live this purpose in everything they do—especially if they want to be taken seriously in a world where purpose and impact matter just as much as your ability to generate profit.

One of the biggest pitfalls in any company is a lack of focus and awareness of what the company stands for and what it can do for the world. There is a risk of becoming too absorbed in what the company wants to achieve commercially without focusing on the company’s contribution to the world.

This distinction is very important, and we believe it is far more relevant, inspiring, and a far better idea to run a business with the fundamental assumption that, at the end of the day, it is not about the company but about realising the purpose.

Traditionally, business has been about success—especially financial success. This is still very important, but it is no longer the sole criterion for success. To be relevant today, any company must, first and foremost, commit to a clear and inspiring impact that exceeds the company’s profit. This impact must be meaningful to people and address real-world challenges.

Every company must embark on a conscious journey towards creating this desired impact. If the company is able to do so, it becomes something for the world—and not just a company that is in the world.

One of the biggest challenges for many companies is that they primarily walk on one leg—the financial leg. This leg is about increased sales, market share, cost reductions, optimisation of work processes, restructuring, and share prices. These elements are all crucial, but they do not tell the whole truth about the company. The other leg, which is often less represented, is about people and the company’s meaningful impact on the world around it.

When you consciously begin to walk on both legs, things really start to move quickly, because without people’s initiative, creativity, and passion, it will be very difficult to consistently achieve something highly relevant and meaningful as a company.

There is one rule for all companies: If you do not understand people, you do not understand business.

The consequence is to implement this fundamental truth by consciously and focusedly moving from managing people in your company to mobilising them. With a shared purpose, you gain a tool that gives everyone in the company a tool to make decisions in everyday life. With a purpose, you practically create a culture of creativity, innovation, motivation, and self-leadership. At the same time, you eliminate bottlenecks, top-down control, and inefficiency.

Most of what you will find about purpose today is often born out of a branding exercise that ends in taglines, inspiration and good stories—with a massive lack of how the company actually plans to live its purpose.

This may be because the perception of and work with purpose in companies is relatively intangible and lofty. There is a lack of structure and execution (the how). And without comparison, this is the most difficult part of any realisation of an ambition—and in this case, a purpose.

We believe the conversation about whether purpose is relevant, and the conversation about the massive impact that purpose-driven companies can achieve, is over. It is only about how. That is why we created this platform, and it is, in essence, what our efforts and advisory work are focused on.