Our DNA embodies an uncompromising commitment to tap into the hidden potential of every company — profit-wise and people-wise. We commit to an openminded, ambitious and narrative approach, constantly challenging the traditional rational paradigm by putting behaviours, purpose and people first, ultimately resulting in activated corporate value.

We have six uncompromising principles that we live by:

Emphasize Strengths

Focus on the strengths
of the company


Start outside of the company;
then look in

Simplify DNA

Decode the common denominator
– the DNA

Narrative Framework

Share the DNA in a
narrative framework

Learning by teaching

Achieve ownership of the DNA
by teaching it to others

Cultivate DNA

Drive and measure
the DNA