The document discusses the Business DNA Pyramid framework for developing a game-changing organization. It presents the pyramid with the vision, strategy, and product at the top as the key questions to answer. The rest of the pyramid involves determining the customer problem and developing the mission, values, and culture to support a disruptive approach that changes existing industry conventions. Examples are provided of how Google and a hypothetical VisionaryD.com would apply the pyramid framework.

1. #VisionaryD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h9p://businessmodels.ning.com
&
h9p://twi9er.com/RodKuhnKing
3
Game-­‐changing
DNA
QuesGons
Game-­‐
changing
(Winning)
PRODUCT
Game-­‐changing
(Winning)
STRATEGY
Game-­‐changing
(Winning)
VISION
Business
DNA
Pyramid
(Visionary
Level:
Outcomes)
“GAME-­‐CHANGING”
ORGANIZATION
Why?
What?
How?
D
N
A
D
N
A
What
is
our
Game-­‐changing
(Winning)
VISION?
What
is
our
Game-­‐changing
(Winning)
STRATEGY?
What
is
our
Game-­‐changing
(Winning)
PRODUCT?
Business
DNA
Pyramid
for
Game-­‐changers
“Don’t
Just
Improve.
Change
the
Game.”
DMCI
Loop:
Document.
Model.
Collaborate.
Improve.
CUSTOMER

2. #VisionaryD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h9p://businessmodels.ning.com
&
h9p://twi9er.com/RodKuhnKing
Game-­‐
changing
(Winning)
PRODUCT
Game-­‐changing
(Winning)
STRATEGY
Game-­‐changing
(Winning)
VISION
Business
DNA
Pyramid
(Visionary
Level:
Outcomes)
“GAME-­‐CHANGING”
ORGANIZATION
D
N
A
Business
DNA
Pyramid
for
Game-­‐changers
“Don’t
Just
Improve.
Change
the
Game.”
DMCI
Loop:
Document.
Model.
Collaborate.
Improve.
CUSTOMER
D
N
A
PRODUCT
STRATEGY
VISION
Worksheet
for
Business
DNA
Pyramid
[OrganizaGon]
q Conven=on
(“Red
Ocean”)
q Disrup=on
(“Blue
Ocean”)
CUSTOMER
(Problem):
………………………..…….
……………………………………………………………………

3. #VisionaryD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h9p://businessmodels.ning.com
&
h9p://twi9er.com/RodKuhnKing
Game-­‐
changing
(Winning)
PRODUCT
Game-­‐changing
(Winning)
STRATEGY
Game-­‐changing
(Winning)
VISION
Business
DNA
Pyramid
(Visionary
Level:
Outcomes)
“GAME-­‐CHANGING”
ORGANIZATION
D
N
A
Business
DNA
Pyramid
for
Google
(Search)
“Don’t
Just
Improve.
Change
the
Game.”
DMCI
Loop:
Document.
Model.
Collaborate.
Improve.
CUSTOMER
D
N
A
PRODUCT
STRATEGY
VISION
Google’s
Business
DNA
Pyramid
Google
Search
Engine
Red
Ocean
DisrupGon
(ROD)
Strategy:
Disrupt
Yahoo;
Overture;
Ask;
Alta
Vista
Mission:
“To
organize
the
world's
informaJon
and
make
it
universally
accessible
and
useful.”
CUSTOMER:
Someone
who
searches
for
informaJon
BUT
…
Example
GOOGLE
q Conven=on
(“Red
Ocean”)
ü Disrup=on
(“Blue
Ocean”)

4. #VisionaryD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h9p://businessmodels.ning.com
&
h9p://twi9er.com/RodKuhnKing
Game-­‐
changing
(Winning)
PRODUCT
Game-­‐changing
(Winning)
STRATEGY
Game-­‐changing
(Winning)
VISION
Business
DNA
Pyramid
(Visionary
Level:
Outcomes)
“GAME-­‐CHANGING”
ORGANIZATION
D
N
A
Business
DNA
Pyramid
for
VisionaryD.com
“Don’t
Just
Improve.
Change
the
Game.”
DMCI
Loop:
Document.
Model.
Collaborate.
Improve.
CUSTOMER
D
N
A
PRODUCT
STRATEGY
VISION
VisionaryD’s
Business
DNA
Pyramid
Business
DNA
Search
Engine
Red
Ocean
DisrupGon
(ROD)
Strategy:
Disrupt
Google,
Wikipedia,
Slideshare,
and
LinkedIn
Global
Community
of
Game-­‐changers:
“Awesome
Customer
Experience
(ACE)
for
Every
Community
on
the
Planet”
CUSTOMER:
Someone
who
wants
to
get
more
customers
BUT
…
Example
VisionaryD.com
q Conven=on
(“Red
Ocean”)
ü Disrup=on
(“Blue
Ocean”)

5. The
Business
DNA
Pyramid
A
Universal
Tool
for
GeLng
More
Customers
In
Less
Time
and
at
Lower
Cost

6. A
N
D
Business
DNA
Pyramid
for
Game-­‐changers
“Don’t
Just
Improve.
Change
the
Game.”
DMCI
Loop:
Document.
Model.
Collaborate.
Improve.
UPSTREAM
MIDSTREAM
DOWNSTREAM
CUSTOMER

7. A
N
D
Business
DNA
Pyramid
for
Game-­‐changers
“Don’t
Just
Improve.
Change
the
Game.”
DMCI
Loop:
Document.
Model.
Collaborate.
Improve.
UPSTREAM
MIDSTREAM
DOWNSTREAM
CUSTOMER

8. A
N
D
MISSION;
CORE
VALUES;
CULTURE
Business
DNA
Pyramid
for
Game-­‐changers
“Don’t
Just
Improve.
Change
the
Game.”
DMCI
Loop:
Document.
Model.
Collaborate.
Improve.
UPSTREAM
MIDSTREAM
DOWNSTREAM
CUSTOMER

9. A
N
D
MISSION;
CORE
VALUES;
CULTURE
Business
DNA
Pyramid
for
Game-­‐changers
“Don’t
Just
Improve.
Change
the
Game.”
DMCI
Loop:
Document.
Model.
Collaborate.
Improve.
STRATEGIC
LEVEL
CUSTOMER

10. A
N
D
MISSION;
CORE
VALUES;
CULTURE
Business
DNA
Pyramid
for
Game-­‐changers
“Don’t
Just
Improve.
Change
the
Game.”
DMCI
Loop:
Document.
Model.
Collaborate.
Improve.
STRATEGIC
LEVEL
CUSTOMER

11. A
q Cost
Structure
(C$)
q Revenue
Streams
(R$)
q Pain
q Delight
(Gain)
What
Is
Our
Game-­‐changing
(Winning)
AspiraGon?
N
q Customer
Segment
(CS)
q Channels
(CH)
-­‐
Promo=on
q Customer
Rel.
(CR)
Where
Will
We
Change
(Win)
the
Game?
How
Will
We
Change
(Win)
the
Game
In
Chosen
Markets?
q Value
Proposi=on
(VP)
q Key
Partners
(KP)
q Key
Resources
(KR)
–
People,
etc.
q Key
Ac=vi=es
(KA)
–
Process,
etc.
Lean
Startup-­‐Golden
Circle
Forensics
Project
Problem
Solving-­‐Business
Model
Forensics
(Outcomes/Choices)
D
What
Management
Systems?
q Product/Service
(PS)
MISSION;
CORE
VALUES;
CULTURE
Business
DNA
Pyramid
for
Game-­‐changers
“Don’t
Just
Improve.
Change
the
Game.”
DMCI
Loop:
Document.
Model.
Collaborate.
Improve.
CUSTOMER
What
CapabiliGes
(AcGviGes/Programs)
Must
Be
In
Place
to
Change
(Win)
Game?

12. Game-­‐
changing
(Winning)
PRODUCT
Game-­‐changing
(Winning)
STRATEGY
Game-­‐changing
(Winning)
VISION
Business
DNA
Pyramid
(Visionary
Level:
Outcomes)
“GAME-­‐CHANGING”
ORGANIZATION
D
N
A
Business
DNA
Pyramid
for
Brand
DisrupGon
“Don’t
Just
Improve.
Change
the
Game.”
DMCI
Loop:
Document.
Model.
Collaborate.
Improve.
CUSTOMER
D
N
A
PRODUCT
STRATEGY
VISION
Red
Ocean
DisrupGon
(ROD)
Strategy:
Disrupt
ConvenJon/ConvenJonal
Brand(s):
(ERIC:
Eliminate/Reduce/Increase/Create)
Source:
Based
on
Dru,
J.-­‐M.
(1997)
DisrupJon.
John
Wiley
&
Sons,
Inc.:
New
York.
#VisionaryD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h9p://businessmodels.ning.com
&
h9p://twi9er.com/RodKuhnKing
CUSTOMER
(Problem):
………………………..…….
……………………………………………………………………
Worksheet
for
Business
DNA
Pyramid
[OrganizaGon]
q Conven=on
(“Red
Ocean”)
q Disrup=on
(“Blue
Ocean”)
(Value
InnovaGon/IFR:
Ideal
Final
Result)

13. O:
OBSERVE
(Document)
O:
ORIENT
(Model)
A:
ACT
(Improve)
D:
DECIDE
(Collaborate)
Steve
Jobs’
Message
for
Game-­‐changers
“Don’t
Just
Improve.
Change
the
Game.”
Slightly
Adapted
from
Apple’s
1997
TV
Campaign
“Here's
to
the
[game-­‐changers].
The
misfits.
The
rebels.
The
troublemakers.
The
round
pegs
in
the
square
holes.
The
ones
who
see
things
differently.
They're
not
fond
of
rules.
And
they
have
no
respect
for
the
status
quo.
You
can
quote
them,
disagree
with
them,
glorify
or
vilify
them.
About
the
only
thing
you
can't
do
is
ignore
them.
Because
they
change
things.
They
push
the
human
race
forward.
And
while
some
may
see
them
as
the
crazy
ones,
we
see
genius.
Because
the
people
who
are
crazy
enough
to
think
they
can
change
the
world,
are
the
ones
who
do.”
#VisionaryD.
Dr.
Rod
King.
rodkuhnhking@gmail.com
&
h9p://businessmodels.ning.com
&
h9p://twi9er.com/RodKuhnKing