DNA Model of an Organisation

The DNA Model of an Organisation

The DNA model is the means by which values are translated into behaviours. It exists in the context of a given vision and strategy and a specific external environment. There are several important characteristics of the model that are worth highlighting:

Firstly, core values are key; they provide the means by which responsible decisions, over and above the minimum requirement to comply with laws and regulations, can be made. If they do not exist, are poorly articulated, or are not widely understood they cannot provide a governing role over people's behaviours. This in turn makes it difficult to become a Good Business.

Secondly, the focus is very much on behaviours. The component elements are integrated together based on a consideration of how they will influence behaviours. This may sound obvious, but in our experience this is rarely achieved. For example, we have seen training programmes that focus on teaching rules and as a result are ineffective in changing behaviours; we often find that different elements (the horizontal bars) of the model conflict, for example organisational cultures that do not allow issues to be raised openly.

Thirdly, the context is important. The core values don't change, but how these become linked to behaviours does. Consider the differences between an embryonic market, with high growth and rapid change, and a stable, mature market, with low growth (or possibly in decline). We see only a few organisations that effectively recognise different contexts.

Finally, the holistic nature of our model, and the integration of the component parts that it implies, is very important. To be effective, everything needs to be linked together coherently. We find organisations that have worked hard to develop the different elements, but unless they are integrated together the DNA model does not have sufficient rigidity to endure; the organisation becomes stuck.

We explain in more detail the context for, models for and approach to Good Business in the following sections:

• Our Evolutionary Model
• Our Approach for creating and sustaining Good Business