icircle - The Innovation Circle

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Companies are not assets, products or technologies – they are living organisms, they have a common tissue that defines the com pany behavior and performance. Companies and businesses are created and ruled by individuals. Their values, beliefs and abilities form the genetic material, the Corporate DNA. When companies act, they are moved by their DNA. For the past 17 years, in our studies, analysis and discussions with large and small companies, Brazilian or multinational, we’ve been trying to understand what makes them evolve or not, go ahead or drop out, reach goals or fail, overcome obstacles or quit, take chances or not. We reached the conclusion that the company’s genetic code can be summarized in six DNA’s.