Type of record:
  • strategy method
  • reflection aid
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Ideal innovation phases for this method:
  1. Innovation Phase
  2. 1
  3. 2
  4. 3
  5. 4
  6. 5
  7. 6
  8. 7
  9. 8
  10. 9
  11. 10


The DNA analysis method helps to show dissonances between a company's strategic orientation and its actual identity, for example the effect of its market presence on the existing product portfolio. The method helps to derive an innovation strategy and to identify innovation search fields.

From it

This results in a need for action that can be measurably translated into new targets. You can feel the "corporate personality" and how to change it successfully.
  • Effective for radical innovations
  • Effective for disruptive innovations
  • Effective for incremental innovations and improvements
  • Effective for medium complexity challenges
  • Effective for new business models
  • Effective for product innovations
  • Effective for service innovations
  • P1 Understanding (identifying innovation search fields - problem solving)
  • P2 Analysis (of problems - the environment - people - products)
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