The DIY of DNA Just as human DNA determines individual To develop an innovation DNA fit for the accessible technologies are also making digital traits, with chemical building blocks future, businesses must find their unique transformations increasingly straightforward— combining to set much of the course for combination of the different building threatening any leading company that gets who people will be as individuals, innovation blocks. This starts with understanding too comfortable. Consider how Disney is DNA will define an enterprise as it grows the opportunities and risks of each. challenging current video streaming leaders into the future. Companies’ innovation DNA with its new streaming service, Disney+. has building blocks, too: maturing digital Maturing digital technology is no longer The company gained 10 million subscribers technology that is more commoditized an advantage, it’s a requirement. But in its first day of operation, and the service and accessible; scientific advancements many companies are finding new value is expected to become a major new competitor that are discrete yet deeply disruptive; and by commoditizing their systems. Choice for customers’ time and attention in the digital 6,7 emerging DARQ (distributed ledgers, artificial Hotels International has started selling its streaming market. intelligence, extended reality and quantum cloud-based reservation system to other computing) technologies that are poised hoteliers, and Starbucks is licensing its mobile to scale rapidly. Leaders are weaving and loyalty program tech to Brightloom, these areas of innovation together, forming which plans to provide the technology their own unique triple helixes and setting platform to other restaurant companies their course for the future. and more operators of licensed Starbucks 4,5 franchises. Commoditized and easily 111122