At Open we identify and examine customer issues. At DNA we deliver on that thinking.

"We cannot solve our problems with the same thinking we used when we created them." - Albert Einstein

New Zealand

Sorting out New Zealand is a design job

Noel Brown November 2011

At DNA we help organisations thrive by making sure that everything they do lines up with, and springs from, their essential nature It’s a design exercise sometimes labelled as branding, service design or customer experience design, but, labels aside, in principle it’s a simple process. Understand clearly the essence of the organisation, then design everything – the way it works, the products it makes, and the way it communicates, recruits and connects with its world – to reflect and reinforce that essence.

The brighter future we are promised will materialise only when we collectively earn a better living in the world. We need to export more and get paid better for what we export. And we need to do that in a world economy which looks shaky at best.

Analysing New Zealand the way we would analyse a client before starting work quickly identifies the problem. A lot of what of what we do is in conflict with our essence.

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