Understand our beliefs
People and leadership
One rule applies to all businesses: if you understand people, you understand business. Customers, partners, owners, shareholders, collaborators, and employees are all people.
If you are able to inspire and mobilise the people around you, you have the formula for the most inspiring and motivating culture both inside and outside the organisation.Mobilisation is about serving other people. This form of leadership focuses on ‘mobilising’ people rather than ‘managing’ people. It is leadership’s responsibility to ensure that those they are responsible for succeed.
The ability to execute and create meaning around you is one of the most effective talents as a leader. Training an organisation’s leadership to mobilise people rather than merely manage them calls for a structure in which employees not only thrive, but also have the best conditions to succeed and complete their projects.
Business and strategy
The company’s financial foundation must be in order. Therefore, our most important task in DNA is to professionalise and structure companies from within, so that, with a solid financial foundation, they can move forward safely and meaningfully.
In addition, we believe that a company can have only one overarching strategy. A strategy works best when it is written down and formulated in a detailed, operational format. Strategy is about realising something within a defined period.
In practice, it is about choices and trade-offs. A strategy without clear trade-offs is not a strategy.
The strategy must be inclusive and enable everyone to contribute to execution.
A strategy that is not followed up on continuously is meaningless. In this context, DNA’s membership model is what ensures follow-up at least every five weeks.
Purpose and impact
Any company can create a positive impact in its lifetime. However, success requires ambitious and motivated people united around a common purpose, serious execution—and, as dull as it sounds: money. One cannot stand without the other.
Most companies’ purpose that you hear and read about today is often born out of a fire drill. Purpose becomes a tagline that sparks inspiration and good stories—but with a massive lack of how the company actually plans to live up to the purpose. And an awareness of whether it is financially responsible and realistic, in the company’s current form, to realise the purpose.
At DNA, a company’s ability to earn money is essential to realising its purpose. Without a solid and sustainable business, the company will never be able to finance or realise its own purpose.
At DNA, we focus on both legs of the business.
We are for those who simply need help getting the company running and the business operating smoothly—but who have an ambition to become a company for the world.
And we are equally for the companies that have a strong business and a financial surplus, and are ready to increase the resources and time required to live up to their purpose as a result of the business. Here, DNA’s most important task is to help them design and execute the plan that will realise that ambition.
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With our membership model, we establish a structure that helps companies reach their commercial project goals. Commercial growth and a healthy business are the means to finance the realisation of the company’s purpose.
– Danish Network Association
Establish a clear baseline
Purpose is business
Our approach
Our values
Structure in everyday life
From strategy to execution
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