Self-Managing Teams start with your company’s DNA
A ship without a captain drifts aimlessly. Yet some ships keep their course without orders, because the crew shares one thing: the same compass. The same holds true for organizations. Self-management does not work because of org charts or trendy models, but because people mirror their actions against something more fundamental: the DNA of your company.
Why Self-Management?
Self-management is not a management fad, but an answer to reality. Companies face rising complexity, faster change, and higher expectations from both customers and employees. No single leader or executive can carry that burden alone.
- make organizations more agile – decisions happen closer to the customer;
- strengthen engagement and ownership – people feel like co-owners of success;
- boost innovation – space to experiment naturally becomes a breeding ground for new ideas.
The “why” is simple: you build an organization that generates its own energy and direction, instead of relying solely on the leader.
What’s left for the Leader?
One common misconception: that leaders become redundant. As if the captain should leave the ship. The opposite is true: your role shifts. From controlling to charting the course. From deciding to creating meaning. From carrying everything yourself to making the DNA visible and lived.
- guards the DNA as a compass;
- creates the conditions for teams to take responsibility;
- makes courageous choices visible and discussable.
You are not “unnecessary” — you are essential in a different way. You keep the compass sharp, while the crew raises the sails.
Self-Management as a Mirror
Self-management reveals what truly lives beneath the surface. Where trust and learning are central, it accelerates growth. Where fear and politics dominate, it unmasks the façade. Self-management is not a plug-and-play model; it is a mirror. The real question is: do you dare to look into it?
Case: Halito! – Trust as Fuel
Halito!, a software company in event communication, discovered that processes alone could no longer sustain their growth. Through DNA Discovery, trust, customer focus, and ownership were made explicit. This gave teams both guidance and freedom. Mistakes became learning moments, initiative became second nature. Their DNA turned into the score on which everyone could improvise.
Courage and bold Choices
Self-management demands courage. Courage to let go. Courage to see mistakes as fuel for learning. Courage to truly share responsibility. But above all: courage to make your DNA explicit — even when it’s confronting.
So the sharp question for leaders is not: “Can my team become self-managing?”
The real question is: “Do I have the courage to reinvent my role and make our DNA so explicit that my people dare to set the course themselves?”
Why simplicity remains a daily battle — and why it should still be fun
That’s how our collaboration with Rethink, a digital agency from Tallinn, began. Their founder, Lars-Erik Hion, captures it perfectly:
“Complexity happens naturally. Simplicity is something you have to fight for every day.”
What started as a spontaneous conversation grew into a journey where Rethink, through our DNA Discovery approach, sharpened its unique identity — and became our very first client outside the Benelux.
Who is Rethink?
Founded six years ago in Estonia, Rethink has become one of the leading service design agencies in the Baltic region. Their expertise? Guiding organisations through the design phase of better digital services — long before the first line of code is written.
“We try to shine in the preparation phase of a software development project. Anything with a digital touchpoint — that’s what we do on a daily basis.”
What truly sets them apart is not just what they do, but how they do it: human-focused, crystal-clear, and with a near-obsessive focus on simplicity.
“We try to make technology as human as possible.”
Simplicity as DNA — and as daily discipline
Rethink’s DNA statement impact through simplicity might sound light, but it’s anything but superficial. In a world where digital complexity keeps growing, simplicity is not an aesthetic preference — it’s a conscious, daily choice.
“It’s a constant reminder of what we need to be.”
During the DNA Discovery sessions, we uncovered what was already there — but had never been named. Not as a slogan, but as an anchor for how they work, communicate, and grow.
The click in Helsinki
I’ll admit it: I arrived at the Nordic Business Forum with sweaty palms. It was our first time there with Companyonwise, and I couldn’t help wondering: Do we even belong here?
Then, during one of the speed-date sessions, I found myself across from Lars-Erik. That one conversation changed everything. No sales pitch. No bravado. Just a shared sense of curiosity, clarity, and trust. Two entrepreneurs with a love for simplicity, for the people behind the organisation, and for clarity that goes deeper than any tagline.
“Everything is about human connection,” Lars said later. “We met the Companyonwise team and immediately felt something. You brought experience and empathy — and that’s rare.”
For me, it was the turning point. Yes, we belonged there. Not to prove ourselves — but to truly connect.
From boardroom to shared story
The power of the process lay in the dynamic. Hierarchies dissolved. Titles disappeared. Everyone spoke as a person, not a position.
“It put management and the rest of the team on the same level. We got rid of the usual roles — founder, new joiners, owner — and simply listened to each other.”
It gave the process oxygen, created openness, and built shared ownership. And it helped Rethink realise that impact through simplicity wasn’t external advice — it was an internal truth.
DNA before strategy
For Rethink, DNA is not a strategic document. It’s the foundation everything else rests on.
“The DNA should come even before strategy, mission, or vision. When we hire, a DNA match is more important than alignment with our mission.”
DNA became their touchstone for decisions, dialogue, recruitment, and collaboration. Because simplicity only becomes powerful when you name it — and protect it.
Exporting Baltic simplicity
Estonia is a digital frontrunner. What’s still a future goal elsewhere is already reality there. But for an agency like Rethink, the local market has its limits.
“Estonia has been punching above its weight. But for a company our size, the local market becomes small quickly.”
That’s why they’re deliberately looking beyond their borders. Their mission: to export Baltic simplicity. Not as a visual style, but as a way of thinking. And their DNA became the anchor for that ambition.
What stuck?
The sessions with Companyonwise weren’t about branding or positioning — they were about reconnecting with who they had always been.
“It helped us rethink ourselves a little — and that was valuable.”
No glossy language. Just an open process that proved once again: simplicity doesn’t happen by accident. But once you name it together, it lives on — in every detail.
From Helsinki to the Baltics
What began with one conversation in Helsinki became our first DNA Discovery project outside the Benelux. Rethink became our pioneer in the Baltics. And it confirmed what I felt in that first meeting: simplicity works. Connection works. And even when the work is serious, it should still be fun.
Building from Within: How Organizational DNA is the Key to a Powerful Brand
Building a Powerful Brand from Within: Bozoma Saint John’s Insights on Internal Communication
In today’s business world, a strong brand is essential, but the foundation of any successful brand lies with its employees. Bozoma Saint John, a leading authority on branding, shared her expertise at the Nordic Business Forum, emphasizing the crucial role of internal communication in building a sustainable brand.
From Frustration to Pride: Uber’s Transformation
Saint John’s experience at Uber is a powerful example of the impact of internal branding. She spoke about a time when employees did not want to be associated with the company and even hid their affiliation.
“Employees didn’t want to wear their Uber shirts in the supermarket… They lied about it,” Saint John recalled, illustrating the deep-rooted internal friction within the company.
As Chief Brand Officer, Saint John realized that her role went beyond external communication. She focused on cultivating internal pride, ensuring that employees felt ownership of and believed in the company’s values. This transformation underscores the strong connection between internal and external branding.
Communicating Values and Vision
Effective internal communication goes beyond simply distributing information; it is about creating a deep understanding of the company’s vision and values. Saint John emphasized that leaders must communicate the ‘why’ behind decisions and encourage open dialogue.
“You have much more time with your employees to explain what the company’s vision is, to have truly deep conversations about why you do the things you do,” she noted. By actively involving employees in meaningful discussions, companies can empower them as brand ambassadors.
The Power of Evangelists
Saint John firmly believes that employees should be a company’s greatest ambassadors.
“Your employees need to be your evangelists. They should be the ones most convinced about your product or service,” she stated.
When employees genuinely believe in a company’s mission, they become authentic voices that amplify the brand message and build trust with customers.
Navigating Difficult Times: The Enduring Power of Love
During economically challenging times, marketing and communication budgets are often the first to be cut. Saint John passionately argued against this trend, stressing that a strong brand is essential for weathering storms.
“When your company is in trouble, it’s your brand that people trust – nothing else,” she declared.
She drew a comparison to love, explaining that branding is about creating an irrational connection with customers. By cultivating love for a brand, companies can build loyalty and resilience.
“The goal of marketing and communication is to make your customer and audience love you for illogical reasons,” she explained.
Curiosity: The Key to Marketing Success
When asked which traits are essential for marketing and communication professionals, Saint John named curiosity as the most important.
“The number one trait you need for a good marketer or communications professional is curiosity,” she stated.
A curious marketer is aware of the world, understands people, and can craft messages that resonate with diverse audiences.
Authenticity in Social Messaging
In a time when companies increasingly communicate about sustainability, diversity, and social issues, authenticity is crucial. Saint John advised companies to choose a core message and build a foundation of trust before expanding the conversation.
“You have to pick something and then stick with it,” she recommended, emphasizing the importance of gradual change.
Building a Lasting Brand
Bozoma Saint John’s insights provide a roadmap for building a brand from within. By prioritizing internal communication, fostering employee pride, and communicating authentically, companies can create a brand that not only resonates with customers but also stands the test of time.
Source on Building a Strong Brand
Saint John, Bozoma. 2025. “Building a Brand from the Inside Out: Bozoma Saint John’s Insights on Internal Communications.” Interview. Nordic Business Forum Live Studio, February 27.
Aligning Leadership Style with Organizational DNA: The Key to Success
At the heart of every successful organization lies a set of core values that serve as a compass for decision-making, behavior, and culture.
These values form the DNA of your company and are crucial in defining your identity and direction. A leadership style that aligns with this DNA is essential for credibility and impact.
In this blog, we explore why the right leadership style is so important and how you can align it with your organization’s DNA.
Why Is the Right Leadership Style Important?
A leadership style that aligns with the organizational DNA offers numerous benefits:
- Consistency and Credibility: Strengthens trust and employee engagement
- Higher Engagement and Motivation: Matches the company culture and values
- Better Performance and Efficiency: Reduces conflicts and misunderstandings
- Promotion of a Healthy Work Culture: Prevents frustration and resistance
- Sustainability and Long-Term Growth: Enhances employer branding and talent retention
A mismatch between leadership and organizational DNA can lead to a lack of support, confusion, and talent loss.
Types of Leadership Styles
There are several leadership styles, each with its own characteristics and areas of application:
- Authoritative (Directive) Leadership:
- Strong hierarchy, fast decision-making
- Coaching Leadership:
- Focuses on employee development and growth
- Transformational Leadership:
- Inspiring and visionary, stimulates change
- Transactional Leadership:
- Based on rewards and consequences for performance
- Servant Leadership:
- Supportive, facilitates team success
- Laissez-Faire Leadership:
- High level of autonomy, minimal supervision
- Situational Leadership:
- Flexible, adapts to the situation and team
The choice of leadership style depends on the situation and circumstances but must always consider the organizational DNA to be effective.
The Power of the Right Leadership Style
The best leaders can adapt their style to the situation and their team. A strong approach is situational leadership, which considers:
- The organizational DNA
- The experience and autonomy of team members
- The organization’s goals and challenges
- The context (stable vs. crisis, innovation vs. efficiency)
By analyzing these parameters effectively, you can choose the right leadership style to optimize both employee and organizational performance.
Conclusion
Adopting the right leadership style is crucial for successful leadership. While the chosen style depends on context and situation, the organizational DNA should play a key role. A leadership style that does not align with the DNA lacks credibility and may result in disengaged employees.
As John C. Maxwell said: “If you think you’re leading and no one is following, then you’re just taking a walk.”
By aligning your leadership style with your organization’s DNA, you create an environment where employees feel engaged, motivated, and perform optimally. This ultimately leads to sustainable success and growth for your organization.
Want to learn more about how to align your leadership style with your organization’s DNA? Contact Companyonwise for a personalized consultation.
Companyonwise in the Dutch market
Companyonwise in the Dutch Market: A Perfect Sauce for the Dutch Market
The perfect place for this conversation? Restaurant Saus in Breda😊 A carefully chosen location that matched our desire for a relaxed and inspiring atmosphere to reflect and gain concrete insights into the development of Companyonwise in the Dutch market.
Just like creating a delicious sauce, all the ingredients were present to craft something special. Our ambition: to create the perfect ‘sauce’ for growth—a sauce that nurtures, connects, and strengthens. Companyonwise in the Dutch market? We’re already here, and this is how we approached it.
Ingredient 1: The Magic of Inspiration
The conversation began with a reflection on the essence of inspiration. Hans spoke passionately about how inspiration can truly move people. Hans shared a special moment from his own life when he decided to break his ‘golden chains’ and leave his comfortable job for something that truly brought fulfillment. “People asked me in astonishment: ‘Why are you doing this? You have a good job and a nice salary.’ My answer at the time was ‘because I enjoy it!’ The connotation of ‘enjoy’ for me was that it was more important to do what gave me joy. That ‘joy’ was hard for many to understand, but now I know it’s about inspiring others to make their own choices. Entrepreneurship is about the freedom to chart your own course. Inspiration doesn’t provide ready-made answers, but it points the way. It’s that freedom that every entrepreneur needs to be successful.”
Ingredient 2: The Transition from Craftsman to Leader
Another topic in our conversation was the transformation from craftsman to business leader. Many entrepreneurs start from their field of expertise, which they are passionate about, but if they want to keep growing, they must also grow as a leader. Hans emphasized that entrepreneurs often get stuck in this transition from caterpillar to butterfly: “I realized my company wasn’t moving forward because I was stuck myself. It’s essential to get moving again, not necessarily through physical challenges like a marathon—although that’s fine, of course. It can also simply be through an inspiring book, a meeting with someone who makes you think, or a walk in nature. Those are the moments when you break free from mental patterns, start moving again, and become aware of the growth step that needs to or can be taken.” Hans emphasized that personal growth is the key to business growth. “You can’t expect growth if you remain stagnant.” This personal growth can be anything that reignites your passion and motivation—as long as it makes you come alive again.
Ingredient 3: The DNA of the Organization
Hans spoke extensively about the importance of organizational DNA as a guiding compass. “The DNA of your organization must serve as a compass. If it aligns with the values of your employees and customers, your business will grow organically from within.” Authenticity is an important trigger in this. “Real growth comes from within,” Hans said. “Telling an honest story attracts the right people and customers. That’s probably the only way you can truly grow.”
Ingredient 4: Co-Pilot in Growth
Hans described Companyonwise’s role as that of a co-pilot. “The entrepreneur remains at the helm; we are there to keep the direction clear and help navigate. Entrepreneurs who realize they’re stuck and can’t move forward often need a sparring partner. Companyonwise provides that support by acting as a sounding board and mentor. We’re here to guide, not take over.”
Ingredient 5: Kindred Spirits
We discussed the type of clients we want to attract. Hans explained that we’re specifically looking for kindred spirits: entrepreneurs who are willing to step out of their comfort zones and take their organizations to the next level. Hans emphasized that it’s not just about ambition, but about the willingness to be vulnerable. “Entrepreneurship is about having courage and being willing to make mistakes. We’re looking for entrepreneurs who understand this and are ready to take the leap.”
Ingredient 6: Consistency as the Key to Success
Hans also talked about the importance of coherent communication. “The power of repetition—conveying the same values and themes—ensures that you’re not only recognizable but also build trust with your customers and partners.”
Ingredient 7: Success is for Doers
Finally, Hans emphasized one of Companyonwise’s core values: action. “Knowledge is only valuable if you act on it. Success is for the doers. For us, it’s about staying authentic and inspiring others to take action so that businesses can grow sustainably. It’s about how you do it, with whom you do it, and, above all, that you do it.”
Ingredient 8: Focus, Focus, Focus
Companyonwise focuses on entrepreneurs who are at a critical growth moment, also known as a ‘hiccup moment’:
- The first hiccup moment: This occurs in a company that has grown organically under the founder’s leadership. At some point, the founder realizes that further growth requires stepping back as a jack-of-all-trades and transforming into a true leader. This requires a fundamental change in mindset—from craftsman to team leader and then to business leader.
- The second hiccup moment: This occurs in companies experiencing a growth spurt, for example, due to an acquisition or a significant capital injection. The pressure to scale quickly means the organization and the entrepreneur find themselves in uncharted waters.
In both situations, agility is essential, both personally and organizationally. The entrepreneur must reinvent themselves while ensuring the organization’s DNA remains intact.
Conclusion on Companyonwise in the Dutch Market
The perfect sauce for growth?! At Companyonwise, we know that growth is just like preparing a refined sauce: it’s about the right ingredients, the perfect balance, and a chef who knows how everything comes together for an unforgettable taste.
Our ‘Organizational DNA’ program is precisely that: a unique mix of elements that together form the foundation for sustainable, future-oriented growth. We want to build growth together that is genuine and sustainable.
It’s about the journey we take together, where we learn, grow, and prepare a ‘sauce’ with the perfect taste for a future-proof company where people thrive and recurring value is delivered to the market, resulting in profitable outcomes.
Discover with us the perfect sauce ingredients for your growth and prepare the sauce that not only tastes great but leaves a lasting impression. Companyonwise in the Dutch market? We’re here. Are you the next one we can help?
The power of a unique corporate DNA
The answer lies in the deeply rooted corporate DNA. This concept, which extends beyond products and services, embodies the unique core values, mission, vision and strategies that shape an organization’s authenticity.
In this blog, we explore the importance of corporate DNA and how it serves as a solid foundation for real connections, innovation and sustained growth.
The importance of corporate DNA
Corporate DNA is more than a buzzword; it represents the unique essence that sets an organization apart from the competition. Take AG Health Partner, for example, where discovering their corporate DNA allowed them to personalize their wellness programs, leading to a deeper understanding of customer needs and a refined customer-centric approach.
Just as every person is unique by their DNA, so too does every organization have a unique DNA that forms the basis for attracting the right customers and creating an environment in which innovation and progress can thrive. But how do you discover this unique DNA and deploy it effectively?
The discovery and use of corporate DNA
Discovering corporate DNA is an adventurous journey that begins with a courageous choice of participatory leadership. At Double Guns, this focus transformed the internal culture, turning employees into enthusiastic brand ambassadors. After all, discovering the corporate DNA requires collaboration with everyone in the organization to create a shared vision for the future, with a positive impact.
This process of shared meaning and experience is guided by interactive workshops and innovative methodologies that help define the organization’s unique identity.
The power of a strong corporate DNA
A well-defined corporate DNA provides a powerful differentiator in a world where products and services are becoming increasingly homogeneous. It promotes a
strong connection and engagement among employees, deepens relationships with customers and provides a stable foundation and direction during changing times, allowing organizations to respond flexibly to new challenges and opportunities.
Greenpoint.be illustrates this by showing how DNA Discovery helped sharpen their unique approach around sustainability.
Integrating DNA into all aspects of business operations
It is crucial to weave the revealed DNA into every aspect of the organization, from strategy development to day-to-day operations and interactions with customers. This ensures consistency and authenticity in every action and interaction the organization undertakes, lays the foundation for ongoing success.
Conclusion
The organization’s DNA is more than a theoretical concept; it is a vital element that gives direction, creates distinction and serves as the foundation for long-term success.
By understanding and leveraging this unique DNA, organizations can make authentic choices that position them for thriving in a competitive and changing landscape.
Want to read more?
- Participative Leadership: A literature review and prospects for future Research – This article discusses how participative leadership, which encourages and supports employees to participate in the decision-making process of organizations, is gaining traction both in theory and practice (Wang, Hou, & Li, 2022).
- The role of organizational DNA in improving oorganizational performance: – This article highlights the significant role of organizational DNA in improving organizational performance, specifically through the development of organizational structure, decision rights, motivators and information (Nafei, 2014).
- Participation, individual development, and organizational change: This article identifies and explores issues associated with the use of participation in conjunction with organizational development and suggests that a better understanding of participatory processes may place significant constraints on the success of Organizational Development interventions (Pasmore & Fagans, 1992).
- Organizational DNA for Strategic Innovation by Vijay Govindarajan and Chris Trimble. Harvard Business Review: Organizational DNA for Strategic Innovation.