What can you learn from your DNA?

   Most companies have all the tools they need to become media moguls. Technology has brought to the desktop the ability to create any type of public communications component. Now, in TV and radio ads, on Web sites and bus boards, companies all over America are putting their foot in their mouth.

   The problem is, now that they have the infinite ability to express themselves, they still don't know what to say.

   Remember that huge Freshman sociology class:

You stand up.  You look around.  You clear your throat.  And you say, "...

It better be good.  It better be brilliant.  It better be thought provoking.  It better be succinct.  It's your only chance.  It's your ten minutes of fame.  And you say, "...

Don't think about it.  Speak from the heart.  How do you really feel?  You can't plan.  There's no time.   Just tell them what, deep down inside, you know, to be true.

And you say, "...

   Most companies have all they need to express themselves successfully.  It's part of their DNA.  It's in the reason they were born.  It's in why they drive themselves so hard.  It's in what keeps them up at night.  It's in their blood.
 

 And you say, "...

   How does a company, with dozens, perhaps hundreds of people in the mix, find their common soul?

   By looking within.  By looking deep into the womb...  into the Matrix that created the company and today, gives it life.  Is the DNA the same; did it change slightly; has it morphed completely, has the reptile become a bird? Has the bird become a plane? ...Or a rock?!

   Look inside: The Strategic Audit.

“In some politicians,
   the head speaks.
In some, the heart speaks.
   It's the heart
that wins elections.”
   Sen. Mark O. Hatfield