The CEO organizational road map starts with the DNA of the organization and answers the questions “Who is this organization?” and “what value does this organization provide its customers?” Part of the DNA process is to also ask the question “Who as employees do we need to be in order to fulfill the DNA of the organization?”

The answers to these questions should be one line statements that are easy to remember. They become the branding for the organization. You will have an easier time attracting your ideal customers/clients because the value you provide them will be crystal clear. You will have a framework for your marketing, product development and sales decisions.

The one line statements also become your employee branding. They become the filters by which all decisions are made in the organization. Employees will have a framework by which to make decisions so you will have to answer fewer questions and make less tactical decisions, freeing up your time to be spent on being more proactive and strategic.