Kortlæg virksomhedens DNA

Culture & Behavior

Map the company's DNA

Scientists are still learning more about human DNA. And that knowledge helps thousands of people to a better life. In the same way, we can learn more about what drives an organization and what conditions it has to achieve success. A company, like any living organism, has DNA in the form of information and instructions, which are used in daily operations and development.

A company can be a large unmanageable system, and it can be difficult to keep track of everything that is going on. The company's DNA creates clarity and shows that an organization consists of some fixed elements (products, services, customer relations, history, internal conditions, finances, etc.) The elements or DNA codes can be put together in different ways. It is important to find the central DNA codes and put them in the way that best serves the company. In a mapping of DNA, it is therefore about a company having to spend energy on mapping its activities and thus shows the formula for success.

Mapping the company's DNA therefore gives you a better overview of the various processes that help keep the company running stably. It creates direction and focus, and a mapped DNA makes it easier to continually optimize and realize e.g. growth and development in your company.

As I said, the DNA is composed of the various elements around which the company is built and which make it unique. The model below shows how those elements can be put into words, and thus get closer to the company's DNA. You have probably already formulated the majority, but you may need to extract the essence from the various areas in order to get as simple and sharp a DNA as possible.

The model is completed with an example from the fictitious company Jensens Møbeldesign A/S, which you can be inspired by. The template can also be downloaded at the bottom of the page, ready to fill out.

Culture & Behavior

HISTORY

The company's history is important to include when mapping DNA, as the focus is on successes, turning points and major events that have helped make the company what it is today. If you are not familiar with the company's history yourself, you can talk to e.g. the company's founder, the longest-serving employees, or find press releases and press reviews.

Founded in 1958 by joiner Hans Jensen on the basis of an interest in furniture design and the function and design of wood.
Since 1965, the company has been particularly known for the furniture series LL65, which today is still one of the favorites in the category of Danish design classics.
Up through the 1970s, more models were added, and in 1978 they expanded with a series of kitchen modules, which to this day are still seen around the Danish detached houses.
The company's name was really on everyone's lips when the new Tivoli Hotel in the heart of Copenhagen was furnished with furniture from the LL65 series in 1976.
Lars Jensen, furniture architect and designer and son of founder Hans Jensen, has been managing director of the company since 1999.
Ever since its foundation, the company has had a great focus on design, Danish production, environmentally sound solutions and sustainability.

VALUES

The company's values help position it and differentiate it from its competitors. They are also the basis for the way you act and make decisions in the company. This may require a more in-depth analysis of the company and what you stand for. Get help with tools and methods in the downloadable template here

Jensens Møbeldesign attaches great importance to values such as simple design and good quality
The company takes pride in being a traditional family-run furniture manufacturer
The company is very interested in the design possibilities of wood and what good furniture design means for the design of rooms and people's everyday lives
Danish design must be produced in Denmark. Therefore, they work purposefully to preserve production in Denmark.

SKILLS

Focus on what you are particularly good at in the company, and at the same time what makes the company unique in the industry. Map the areas in which your company is unique. Which products and services are you best at and how do you differentiate yourself from your competitors? Get help with tools and methods in the downloadable template here

Design and craftsmanship skills are highly valued at all levels in the company.
In the meeting with customers, suppliers and business partners, it can be felt that Jensens Møbeldesign is a furniture factory steeped in tradition due to the extensive experience with processing wood and faithfulness to Danish design.

CORE PERFORMANCE

A very specific focus on what the company produces or delivers. It is also a good idea to put into words what the core service means to the recipients and where it makes a difference. Your core service is your most important product(s). What does the product mean to your customers and how does it make a difference?

The company's core service is wooden furniture
Focus on the fact that the core service must be adapted to the home and people in different situations.
Focus on the fact that the core service is important for people's well-being.
Focus on the fact that the core performance is also of great importance for the aesthetic expression of the home

FIRE

Here you can describe how customers see the company's brand. That the company has a strong brand is important if, for example, it faces a development phase. If you don't already have a good idea of what your customers, competitors and business partners think of you, ask them. Get help with tools and methods in the downloadable template here

Jensen Møbeldesign themselves believe that their customers perceive them as a company that produces classic Danish furniture design of high quality based on a solid craftsmanship tradition.

COMPETITION & CUSTOMER NEEDS

With the formulation of competition and customer needs, you put into words the growth opportunities that exist and in which direction you would like the company to move in the future. Get help with tools and methods in the downloadable template here

The company is under pressure on price due to outsourcing in the industry
Jensens Møbeldesign needs to differentiate itself more from its competitors by emphasizing that the furniture is still produced in Denmark and that the production is not outsourced.
Considers focusing on aspects other than price, e.g. the creation of the unique customer experience and the traditional Danish design.

The results of the mapping

On the basis of mapping its DNA, Jensens Møbelfabrik will continue to work on creating furniture design based on:

Individual and situationally adapted solutions
Storytelling based on the company's values. Among other things. that it is a traditional family-owned furniture factory with a focus on Danish design produced in Denmark, aesthetics and quality.

A mapping of your company's DNA thus gives the company an overview and coherence. Working with this model is obviously the first step in a change process.

Sources: www.kommunikationsforum.dk