Helpful information and advice from
America's favorite workplace columnist
Tuesday, December 26, 2017
Are You Confused About Your Company's Identity?
Testing personal DNA has become quite popular, with many people trying to figure out exactly who they are – their country of origin, their race and even if what they’ve been told all their lives about their heritage is true.
Andy Cunningham says that companies need to do the same thing. Of course, an organization can’t send in a saliva sample for testing, but there are other ways to determine a company’s DNA.
That’s important, she says, because too many companies don’t have an accurate read on their DNA and so fail to correctly position themselves in the marketplace – and customersinstantly sniff out their lack of authenticity and turn away from it.
“It’s just like if you sometimes ask someone what they’re good at, they don’t really know,” Cunningham says. “Well, companies (read more here)