Three mistakes we see coming back often.
One: people choose the safe version of their DNA. A down-to-earth company becomes a sleek-blue company, while the down-to-earthness in fact calls for space for dry humour and self-mockery.
Two: the leadership team decides without checking with the team. The DNA the leadership team feels is sometimes not the DNA experienced on the shop floor.
Three: DNA gets translated into words instead of into choices. 'We are connecting' becomes a line on a slide. But being connecting means: round tables instead of theatre seating, cooking together instead of separate workshops.