Matevz Medja

Business Genome White Paper Matevz Medja

70% of corporate strategists express low confidence in their ability to translate strategy into action, and 82% cite the complexity of change initiatives as a critical barrier to effective execution according to a 2019 Gartner strategy agenda poll. The gap between vision and implementation causes brands to become irrelevant and businesses weak. Money and resources are wasted on daily activities that are not aligned with the core of the business. Combined annual spending on strategy consulting, business consulting, and advertising is worth almost 1 trillion USD alone. For businesses and brands to be flexible, resilient, and future-proof, we have to design and manage them less as architecture and more as biology. To achieve that, we have to decode and recode the corporate DNA of an organisation and structure it in a way that will enable us to recompose and re-use it time and again according to specific needs and requirements. Business genome guides and informs business decisions, feeds the company's culture, steers product development, and defines brand communications. There has long been a consensus that its culture or corporate DNA is one of the most important factors and assets of every organisation. Yet surprisingly, there has been no standardised way to decode, design, and manage it. Published in early 2020, Business Genome may be one of the essential concepts of the decade. The Business Genome White Paper provides a clear blueprint with practical guidance and inspirational examples. It provides both, the understanding of a framework itself and its practical use in day-to-day life to deliver business growth in line with the core organisation's values. Whether in a startup or corporate world, in the civil society or in the public sector. For anyone who wants to transform vision into action; leaders, strategists, senior management, entrepreneurs, business coaches, and consultants. For both, startups and mature organisations. "We were able to do amazing work in a structured manner and we came up with actionable items and a lot of buy-in."-- Aaron Marko, Co-founder Hansen Beck Global "It is essential for every team that wants to transform their dreams into reality."-- Mike Adamsky, Partner and CEO Hansen Beck US