3
Genetic Testing
What kind of company are you? What is the dominant trait and identity at the core of your company? In short, what is your company’s DNA?
As was noted at the beginning of the book, determining a company’s precise position in the marketing landscape serves as a bridge between its business strategy and the face it presents to the outside world. That means it is imperative to get the DNA right, since genetic makeup is the biggest factor in identifying a company’s unique role and relevance in the market—and thus its competitive advantage. As we’ll see in Chapter 4, several other elements go into determining where to position your company in the marketplace in order to win, elements that should work in tandem with your predominant ...
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