At DNA 11 we always try to do things a little differently, you might even say we think different.
So when author Carmine Gallo was looking for companies that followed the Steve Jobs mantra for the book he was writing about the Apple founder, DNA 11 was a natural fit.
DNA 11 is featured in Gallo’s latest book The Innovation Secrets of Steve Jobs: Insanely Different Principles for Breakthrough Success which shares the Apple CEO’s most famous, original and effective strategies for sparking true creativity and innovation in any company.
From the beginning DNA 11 has tried to model itself as the Apple of the art world, a company that isn’t concerned with massive market share or generic, mass-produced products but with excellent products and happy customers.
Here’s a brief excerpt of the section on DNA 11 (Chapter 9):
Here is where the Apple ethos kicks in. Most of their start-up capital went to a professional photographer who captured portraits for the website. Salamunovic’s vision was to create the “Apple of the art world,” so before he does anything he asks himself, “What would Steve do?” And Jobs would not use stock photography.
DNA 11 invented DNA art not because it was something people were clamoring for but because we thought we would look cool in our living room. Similar to the way many people are with their Apple products, no one really knows they want something until suddenly you have an iPhone in your hand and can’t live without it.
DNA 11 was one of a handful of companies featured in the book including such brands as Zappos, Starbucks, Dyson and Google. Grab a copy of the book on Amazon.