COMPANY DNA

Can you codify your
Company DNA?

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WHAT IS COMPANY DNA?

We define Company DNA as the unique qualities and characteristics that define an organization.

Each component of Company DNA framework plays a role in the system that both defines and differentiates an organization—outlining what is important to preserve and guiding future growth

  • • Origin Story
  • • Market Category
  • • Stakeholders
  • • Purpose
  • • Vision
  • • Mission
  • • Pillars
  • • Pillar Metrics
  • • Promise
  • • Values
  • • Personality
WHAT IS OUR COMPANY DNA?

We took our own medicine and codified our Company DNA to guide decision making across our organization.
‍

Following founder Howard Schultz’s exit from Starbucks in 2017, Annie Richmond and Danny Brooks were tasked with helping new leaders define what to preserve about the brand and what to reimagine. Annie and Danny wondered how they might codify a company's DNA so all leaders had a shared tool to make consistent, strategic decisions that equitably serve employees, customers, and the business.

Market Category
cDNA-led Strategy Consulting
Stakeholders
Purpose-led Leaders
‍Decision makers at our client’s organizations
Client Teams
‍Employees/Teams at the client’s organizations
Organizations
‍All for-profit companies and their stakeholders
Purpose
Enable organizations to follow through on their best intentions
Vision
For-profit companies do more good for more people
Mission
Put Company DNA at the heart of decision making
Pillars + Metrics
What we offer
Company DNA
Codified decision-making frameworks—leveraging a company’s unique qualities to guide consistent choices and differentiate from competition
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When we get it right, more organizations use Company DNA as a decision-making framework
Strategy
Actionable plans—organizing and interconnecting teams around systematic problem definition, near- and long-term tactics, and shared success metrics
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When we get it right, the organization evolves and improves its strategic planning systems
How we’re different
Archaeology
People-centered exploration and insights—digging deep to understand an organization's aspirations, stakeholder perceptions, root problems, and key opportunities
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When we get it right, leaders believe Penrose’s work feels native
Activation
Thoughtful integration—sustaining tangible change by engaging teams to broadly adopt and use new tools and systems rooted in DNA
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When we get it right, teams adopt and use DNA systems in their day to day work
How we deliver
Storytelling
Engaging communications—making sense of complex information through memorable narratives that stick within an organization
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When we get it right, leaders feel inspired and excited to leverage and share Penrose’s work
Thought-Partnership
Active listening and sense making—providing honest perspectives and expertise to support leaders through their toughest challenges
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When we get it right, leaders feel Penrose is a trusted thought partner
Desired outcomes
Progress
Measurable transformation—supporting meaningful transitions by creating alignment and momentum towards audacious goals
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When we get it right, the organization shifts investment in alignment with codified cDNA / strategy
Relationships
Meaningful connections—prioritizing trust, shared ideas, and personal connections as ends unto themselves
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When we get it right, client leaders recommend Penrose to their peers
Promise
Decode complexity.
Values
Kindness
We care about people.
We respect people, act with compassion, and work to understand their unique circumstance, perspective, and language.
Curiosity
‍We seek to understand.
We actively listen, eagerly tackle new challenges, learn new skills, and seek to grow as individuals and a team.
Rigor
‍We dive deep.
We work thoroughly to ensure high-quality, tangible deliverables that are well-considered, evidence-based, and systematized.
Generosity
‍We give freely.
We share our time, ideas, guidance, and tools to help others progress, fostering a culture of collaboration and mutual growth.
Accountability
‍We show up.
We’re a team of high-performers who get shit done, share ownership + responsibility, and follow through on our commitments.
Impact
‍We drive meaningful change.
We’re committed to making a tangible and lasting difference for our clients, ensuring our work creates substantial and enduring value.
Personality
Empathetic
YET
Direct
Analytical
YET
Creative
Playful
YET
Professional
Audacious
YET
Adaptable
Self-assured
YET
Humble

Try it for yourself.

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