One of the toughest problems in business especially for startups is to consistently acquire and grow customers. Many startups fail because of insufficient customer numbers. Google (Search) is one of few startups that have not only acquired more customers in less time and at lower cost but developed a system that offers similar benefits to customers. The Business DNA Pyramid, a minimum version of which is presented above, shows the basic framework that Google used to rapidly acquire customers at lower cost. The key assumption is that Google always aspires to be a game-changing organization with a game-changing (winning) vision, strategy, and product. And Google has greatly succeeded. What do you think?

1. #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
Red
Ocean
DisrupXon
(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
Search
Engine
(Instantly
access
and
deliver
relevant
informaJon
on
the
web)
GOOGLE
q ConvenAon
(“Red
Ocean”)
ü DisrupAon
(“Blue
Ocean”)

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
Apple’s
iPod
“Don’t
Just
Improve.
Change
the
Game.”
DMCI
Loop:
Document.
Model.
Collaborate.
Improve.
CUSTOMER
D
N
A
PRODUCT
STRATEGY
VISION
Apple’s
Business
DNA
Pyramid
Classic
iPod
(Ultra-­‐thin
Digital
Music
Player
with
a
Thousand
Songs
in
Your
Pocket)
Red
Ocean
DisrupXon
(ROD)
Strategy:
Disrupt
Sony
Walkman;
CD-­‐Player;
Jukebox;
MP3-­‐CD
Player;
Flashdrive;
Hard-­‐drive
Mission:
“To
put
a
dent
in
the
universe”
Vision:
“To
create
insanely
great
customer
experience”
CUSTOMER:
Someone
who
listens
to
music
BUT
…
Example
APPLE
q ConvenAon
(“Red
Ocean”)
ü DisrupAon
(“Blue
Ocean”)

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
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
(Instantly
access
the
DNA
of
customers,
businesses,
and
non-­‐profits)
Red
Ocean
DisrupXon
(ROD)
Strategy:
Disrupt
Google,
Wikipedia,
Slideshare,
and
LinkedIn
Global
Community
TransformaXon:
“Awesome
Customer
Experience
(ACE)
for
Every
Community
on
the
Planet”
CUSTOMER:
Someone
who
wants
to
get
more
customers
BUT
…
Example
VisionaryD
q ConvenAon
(“Red
Ocean”)
ü DisrupAon
(“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
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
[OrganizaXon]
q ConvenAon
(“Red
Ocean”)
q DisrupAon
(“Blue
Ocean”)
CUSTOMER
(Problem):
………………………..…….
……………………………………………………………………

5. 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
DisrupXon
“Don’t
Just
Improve.
Change
the
Game.”
DMCI
Loop:
Document.
Model.
Collaborate.
Improve.
CUSTOMER
D
N
A
PRODUCT
STRATEGY
VISION
Red
Ocean
DisrupXon
(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
[OrganizaXon]
q ConvenAon
(“Red
Ocean”)
q DisrupAon
(“Blue
Ocean”)
(Value
InnovaXon/IFR:
Ideal
Final
Result)