What is a Cultural DNA?

DNA is a molecule that carries the genetic instructions used in the growth, development, functioning and reproduction of all known living organisms and many viruses“, (Wikipedia). A cultural DNA is a collection of genetic instructions used in the growth, development, functioning and reproduction of any culture. Whenever a group of people are together they form a culture. The group establishes some unwritten rules called norms and the members start to develop a common set of values that over time defines how things are done in that particular group.

A major part of assessing the underlying components of a culture is called a cultural due diligence and the product of a cultural due diligence process is the cultural DNA. Over the past 12 years Gugin has developed a cultural due diligence process that produces a cultural DNA with 16 different components – 16 different tangible elements in the cultural DNA, that combined describes the intangible, fluffy culture of an organisation.

Learn which elements we look at when describing your cultural DNA

Why is the Cultural DNA important to you?

Your organisation’s cultural DNA is important for several reasons including:

  • Anyone can copy your product, but no one can copy your culture, meaning that your company’s culture is what makes you unique. A strong culture attracts both the best employees and the best customers.
  • When you have a unique culture people want to be a part of it. Customers will pay more for your products or services and your employees will work for less.
  • On a rainy day your corporate culture is what makes people stay even if you can’t pay them as much as in the past. The customers will hang around too and might even help you getting back on track.

Knowing your cultural DNA gives you strength

When everything goes smooth you probably don’t think much about the cultural strengths and weaknesses of your organisation. But if  someday you find your organisation in a stormy weather and you have to cut costs you might very easily let your most valuable assets go first. You do that because you are not completely aware of the true strengths of your organisation. One of the important factors we identify when assessing an organisation’s corporate culture is the organisation’s core competence. Surprisingly many organisations are considered world-class in areas they were not aware of. And of course, some organisations need a lot of improvement in areas they consider their core business.

The knowledge the cultural DNA gives you is very valuable in so many ways. And you will know for certain what your organisation has that nobody can copy.

Are you ready to unleash the full potential of your organisation?

Start small

Depending on the size of your organisation we prefer to start small, for instance with a single department. That is because it is the best best to develop and test the metrics we will work with later, and it gives us an opportunity to adapt to your way of working without disturbing too much. The process is both quantitive and qualitative with interviews, online questionnaires. We also collect all the information you already have so that we don’t start from zero.

How long does it take?

It all depends on the size and complexity of your organisation, your commitment to the process and the availability of the people we need to interview. In general terms it will take approximately 3 months for a company we 3000 employees on 8 locations. We work globally and gugin’s strong infrastructure permits us to work seamless together no matter where in the world we are.

Get in Touch

Get in touch with us today to learn more about how we facilitate the identification of your organisations cultural DNA and what you can use it for. The cultural DNA is also an important part of our cultural due diligence process, which we use when facilitating post-merger integrations or aligning a company’s strategy with its cultural strengths and weaknesses.

Get in touch today

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