Strategic DNA

As they say in putos modernos, there are now more people writing blogs than reading them, even though 90% are courtesy of chatGPT.


That’s why we are here to contribute with a useful blog, a concept very much in vogue during the electoral campaign.


We live in a world where new concepts emerge every day, and if you haven’t reinvented the wheel, preferably in English, you’re not cool enough. At Krush, we prefer connecting the dots and building the whole carriage. It’s embedded in our strategic DNA.


Wait… what?


Yes, it might sound hypocritical, as we are debuting with a new (or vintage) concept, strategic DNA, or sDNA for the snobs.

*If we didn’t believe it’s the essence of everything, we’d avoid it, believe us, it annoys us as much as it annoys you.


The term “strategic DNA” comes from a metaphor that likens scientific DNA to organizational DNA (1). It refers to the fundamental elements that define an organization’s strategic approach to achieving its goals, making decisions, shaping its corporate culture, and, above all, staying aligned. Simply put, it answers the question, “What are we?”


These elements are the building blocks that shape the culture, values, and decision-making processes of the organization. The key building blocks of sDNA are:

  • 1. Vision and Mission: They provide a clear direction and purpose for the company, guiding decision-making and giving identity and motivation to employees. The vision answers the question, “What do we want to become?” while the mission addresses, “What are we doing now?”
  • 2. Core Values: They reflect the organization’s beliefs, principles, and ethical standards. Core values shape the organizational culture and guide behavior and decision-making.
  • 3. Strategy: It establishes long-term goals and objectives, along with the actions and resources needed to achieve them. The strategy should be aligned with the organization’s vision, mission, and core values; otherwise, it’s time to pack up and leave.
  • 4. Leadership: It sets the tone for the strategic DNA. The leadership team should embody the organization’s vision, mission, and core values and provide clear direction.
  • 5. People: The organization’s most valuable asset is its people. The organization should recruit, develop, and retain employees who share its vision, mission, and core values, and who have the skills and knowledge to execute its strategy.
  • 6. Processes: The organization’s processes should be designed to support its strategy and enable efficient and effective operations. These processes should be aligned with the organization’s vision, mission, and core values.

By understanding and shaping these key components of sDNA, organizations can establish a solid foundation to achieve their objectives and adapt to changing market conditions. By aligning their strategy with their strategic DNA, a company can create a sustainable competitive advantage and achieve long-term success.

Now that you have a clear idea of the definition, which took you 2 minutes to read, sorry for that,  the question that arises is, okay, but why is all this important? Well, strategic DNA is vital for many reasons. Firstly, it provides clarity of purpose, helping employees understand the organization’s objectives and align their efforts to achieve them. Secondly, it ensures strategic alignment, ensuring that the organization’s actions are consistent with its beliefs and principles, thus improving operational effectiveness. Thirdly, it aids in differentiation, allowing companies to establish a unique identity that sets them apart from the competition. Moreover, it fosters employee engagement and commitment by creating a strong organizational culture. Lastly, strategic DNA provides adaptability and flexibility, enabling organizations to maintain their identity while facing new challenges and market changes. Long story short, it’s the guiding beacon that leads the organization to a safe harbor.

Let’s illustrate this further with examples of well-known companies that exemplify strategic DNA in action.

  • Apple Inc. – Visionary and Innovative: Apple’s strategic DNA focuses on creating visionary and innovative products that push the boundaries of technology. Apple sDNA = Creative + Design Excellence + Simplicity + UX Focus
  • Google LLC – Data-Driven and Open: Google’s strategic DNA is based on data-driven decision-making, openness, and collaboration. Google sDNA = Advocates for Universal and Accessible Information + Excellence + Innovation + Openness
  • Inc. – Customer-Obsessed and Agile: Amazon’s strategic DNA is centered around being customer-obsessed, agile, and adaptable to changing market conditions. Amazon sDNA = Customer-Obsessed + Ownership Pros + Innovators
  • The Coca-Cola Company – Brand Power and Emotional Connection: Coca-Cola’s strategic DNA is built on the power of its brand and its ability to create emotional connections with consumers.Coca-Cola sDNA = Inspirers of Moments of Happiness + Leaders + Integrity and Respectful towards People
  • Procter & Gamble Co. – Innovation and Consumer Understanding: Procter & Gamble’s strategic DNA focuses on innovation and a deep understanding of consumer needs and preferences. P&G sDNA = Improvers of Lives (those of consumers around the world) + Innovators + Integrity + Trustworthy
  • KRUSH SL – Simplicity, Ease, and Network Effect for Everyone’s Reach: KRUSH’s strategic DNA revolves around making life easier for customers, connecting the dots to create networks, and managing whatever comes from there. KRUSH sDNA = Life Facilitators + Connectors + Innovators + Accessible + Organized + Always Open to Collaboration.

After seeing large corporations (and future large corporations) make use of this tool, I’m sure you have also become curious. How do we identify your strategic DNA?

  1. Define your vision and mission: Start by defining your organization’s vision and mission.
  2. Identify your core values: Your core values should be the fundamental beliefs and principles that guide your organization’s behavior and decision-making. Don’t forget to be original!
  3. Evaluate your strategy: Your strategy should align with your vision, mission, and core values. Review your current strategy and assess if it is coherent. If it is, you’ve found your strategic DNA.

For an outstanding grade:

  1.  Evaluate your leadership: Your leadership team should embody your strategic DNA and provide a clear direction for the organization. Assess if your leaders share your values and beliefs and if they are effectively communicating and executing your strategy.
  2. Evaluate your culture: The organizational culture should reflect your strategic DNA. Evaluate if your culture reinforces your values and goals and fosters employee engagement, innovation, and adaptability.

By following these steps, you can gain a better understanding of your organization’s strategic DNA and use it to guide decision-making, shape your culture, and achieve your goals.

And don’t forget, regularly reviewing your strategic DNA is crucial to ensure it continues to reflect the changing needs and priorities of the organization.

By leveraging your strategic DNA, companies can establish a clear sense of purpose, align their actions with their beliefs, and ultimately achieve long-term success in a highly competitive market.

Yes, something as simple as this can greatly facilitate decision-making. What are you waiting for? Save resources, start defining with Krush!