What is Business DNA

This article applies to people interested in learning more about what Business DNA is and what it measures.

Common Questions:  

What is Business DNA? 

What does Business DNA measure? 

Solution Overview: 

This article will introduce Business DNA, what it measures, and how it differs from other discovery tools. 


The Business DNA system measures participants' unique behavioral patterns. 

Every person inherently has a unique Business DNA® code representing their workplace (business) personality.  The workplace personality influences every life and business decision a person makes (and that of the business they lead or work in) and has 2 levels that are integrated: 

  1. The natural born DNA behavioral style that remains stable over time and will drive how they consistently respond to different events; and 
  2. Their current learned behavioral style is consistently shaped by their environment, life experiences, values, and education. 

The Business DNA discovery measures the first level and helps people see the instinctive patterns and biases in their decision-making around work and money. 

The natural behavior patterns measured by DNA Behavior are determined around age 3 when the neural pathways are formed and remain ingrained.  It is based on genetics and early life experiences. 

Nurturing or learned behavior is continuously developed, although natural behavior remains the core. Stronger learned behavior is developed from age 3 to 19 and can be adapted with focus. Less engrained learned behavior from age 19 can be modified with awareness, experience, and education. 

The Business DNA system starts by measuring hard-wired behavioral patterns that remain consistent, unlike many other tools that measure learned or modified behaviors based on skills, knowledge, experience, and environment. 

Why use a behavioral assessment? 

  • Quickly and reliably obtain objectively measured insights into talents and behavioral differences hidden below the surface. 
  • Observed behavior is often not the real behavior that is exhibited in decision-making when a person is under pressure 
  • People can be naturally blind to who they are and therefore about others in certain areas 
  • Provides a common language for leaders and team members to separate their own emotions and bias from the actions and decisions of others 
  • Provides a structured methodology for building and managing teams more transparently.  

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