The power of DNA is that it allows for more than simply copying.

If its DNA is embedded deeply enough, a business can embody the values and vision of its founders, yet still evolve to meet the demands and opportunities of its current environment.

And that means it can become a legacy that delivers value for generations.

“If ten of thine ten times refigured thee:
Then what could death do if thou shouldst depart,
Leaving thee living in posterity? “

(Shakespeare, Sonnet V1)