A business is born


“One genuine relationship is worth a fistful of business cards.”

You know what? We’ve been there too! We’ve been stuck. Business stuck. That is why DNA exists. We realised almost everybody faces the same business challenges. 

We weren’t always business hackers. We come from the management consulting fraternity of helping corporate companies grow and be better. We got sucked into using traditional ways to grow their business. We got stuck in the corporate rat race and became aware of how un-human business had become.  Over engineered business methodologies, corporate politics, operational red tape, hierarchical and ego driven decision making… it nearly broke us! 

We decided we needed to be part of the change we weren’t seeing.  We discovered that we weren’t alone in our dissatisfaction with the status quo of the working world.  We used that initial motivation and inspiration, that original spark to try something new. 

People don't start a business and run businesses like they used to.


That is why DNA exists.


We have a different method to others of how we do things.  A way that everyone else scrummed away from for some or other reason.


We ask people their names.  We ask people how they started their businesses.  We ask people WHY they started their businesses.  We ask them to tell us even more.  We ask them to tell us their stories.


Before we knew it we met with a number of people who shared our beliefs, and we started to build business communities around it.


Our purpose

We want to inspire business and the people behind them!

Help businesses make money smartly so they don't have to give up family time.

Help businesses reward those that wake up everyday to serve those businesses.

Help break away from corporate stress and bring focus back to the passion that started the business.

Help businesses to be self-sustainable.

Help businesses to be less busy and more impactful.

Help business find purpose in themselves and in others

Help business to function a simplistic, minimalist way focusing on the essential things.

Help business to escape from the noise and go back to solving needs.

Help business bring choice.

Help business to share.

Help business to take control of their goals.

Ultimately, for business to come together, to help one another, to be better.

 100 Days building our business dream

Most people don’t know why they’re doing what they’re doing. They go with the flow without making their own path. They spend so much time in pursuit of something that someone convinced them they should want without realising it won’t make them happy. Follow your big dreams. Know what makes you happy and what’s worth doing.

Here's how we got there from day 1,

Read our 100 day journal >>