Once this has been clarified, we can derive two different main strands from this DNA and make them the guiding principles for your business model. This will give you a decisive advantage over your competitors: you can focus clearly on these principles and forget everything else when you start addressing your target group.

For example, (the early) Apple company stood for visionaries. And the two most important things they focused on were the personality of their leader and the so-called “next big thing.” By the way, it’s not necessary that we all become visionaries. It’s just important to understand what you (really) are! Be authentic and communicate accordingly. Always.