ABSTRACT
In April 2003, teams of scientists working around the world completed one of the greatest biological feats ever. Mapping out organizational deoxyribose nucleic acid —the common set of behaviors and core capabilities at the heart of a company —has similar benefits for leaders. It gives insight into the distinct set of qualities that determines a company's performance, deficiencies, and possible cures. At its genetic core, Apple has an organizational structure that is very unusual for a company its size. Future first companies are seeing the business opportunity to solve the dual challenge of achieving both profitability and sustainability through innovation. Future first capabilities, like embracing innovation as a sustainability challenge, developing integrative thinking, overcoming presentism, expanding the value of business decisions, and moving beyond one-leader and one-company, are what companies of all sizes and stages of growth need to develop. Etsy was innovating an entirely new market. Nike invests heavily in innovation with corporate team of over one thousand employees.
