Cultural DNA

Like biological DNA, acompany’s cultural DNA defines its identity and longevity, reflected in shared values, beliefs, and behaviors that create a distinct workplace environment. Cultural DNA is the blueprint for organizations to guide their choices and stay true to their values and goals. A strong company culture goes beyond superficial qualities to attract top talent, foster employee loyalty, and bolster strategic goals.

You must first understand your company’s cultural DNA to modify or enhance it. Consider these three insightful questions from Culture Amp founder and CEO Didier Elzinga to uncover the unique elements of your cultural DNA:

What do we, as a company, believe that others don’t?

When Airbnb said, “We believe you should feel at home anywhere in the world,” they redefined travel from generic hotels to personal connections and profound experiences. Ask yourself: What unique beliefs set your organization apart? Start with “We believe,” and let your imagination run wild.

What promise are we making to our customers?

When your brand promise is authentic, it will connect deeply with your customers and team. Consider your commitment to inspiring your customers to share your beliefs. Examine what your brand communicates about your product and how it improves customers’ lives.

How will we deliver the promise?

If your brand is the promise, culture is how you fulfill it. Your culture should embody your values, showing what your organization stands for. These are the ideals you’re willing to sacrifice for, the ones that keep you up at night and drive your passion. As Didier boldly put it: “What will you bleed for?”

Ask senior leaders and decision-makers these questions, focusing on how their perspectives shape the company’s vision with key traits like beliefs, assumptions, and values. Armed with these insights, you can put your cultural DNA into action. Here are a few strategies to consider:

Define Your Cultural DNA

Articulate your organization’s core values, mission, and vision, ensuring consistent communication across all levels. Simplicity is key. Your core values should be memorable and clear so employees easily understand their relevance to daily tasks. Utilize storytelling and practical examples to reinforce these behaviors and embed them deeply within your company culture.

Lead by Example

Leaders are pivotal in defining and exemplifying the cultural DNA. They must personify the values they expect from their teams and consistently reflect these in their decisions and actions. For instance, if accountability is a fundamental value and the leadership openly acknowledges their errors, it powerfully reaffirms this core value. Leading by example, managers can inspire their teams and foster a supportive environment.

Encourage Employee Engagement

To empower your employees and drive your strategic goals, they must believe in and feel connected to these initiatives. Promote employee engagement by involving them in decision-making, fostering teamwork, and actively seeking their feedback. Creating an environment where employees feel emotionally invested in their work’s impact creates a sense of belonging beyond job satisfaction.

Provide Ongoing Learning

Leading companies continuously develop initiatives that align with their core values and employee expectations. They implement training programs and resources that bolster the desired culture, helping employees gain the necessary skills and mindset for success in this evolving environment. By offering opportunities for professional development, you can empower staff and build a sense of ownership among your team.

The importance of cultural DNA must be recognized, especially for new and growing businesses. Companies with strong cultures better adapt to seizing opportunities and overcome challenges. A distinctive cultural DNA attracts and engages the best talent in your company, boosting productivity and reducing turnover. Employee engagement with cultural DNA also fosters creativity and innovation, as employees feel motivated to propel the business forward.

Cultural DNA is also critical for business success. Forbes studies have shown that organizations with robust corporate cultures excel in key metrics like revenue growth, profitability, and market share. Strategies that resonate with an organization’s cultural identity are more likely to succeed, continually rooted and nourished by your core values and long-term goals. Ultimately, understanding your cultural DNA is a source of strength. While people can replicate products and services, your company culture sets you apart.  People—whether employees or customers—are drawn to actively nurtured, inclusive, and welcoming cultures. With a solid cultural DNA, your business has the best possible soil to grow and thrive.