The Customer DNA Map is a tool for deeply understanding and more emotionally connecting to people. The Customer DNA Map visually presents the persona of an individual including a customer. In particular, the Customer DNA Map illustrates a person's DNA: Design; Needs; Aspirations. The Customer DNA Map is especially useful to the following professionals: Team Builders, Marketers, Strategists, HR Personnel, Product/Service/Business Designers; Software Developers, and Managers/Leaders. There’s nothing more fun than developing your Personal DNA Map. Why not try out the Customer DNA Map, now?

1. CUSTOMER DNA MAP: Blank (“DAN” Format)
Simply Knowing and Understanding the DNA of Customers
D A N
Design Aspirations Needs
Pain (-): Delight (+):
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

2. CUSTOMER DNA MAP: Hierarchy of Needs
Simply Knowing and Understanding the DNA of Customers
D A N
Design Aspirations Needs
 Physical Needs
 Intellectual Needs
 Emotional (Social) Needs
 Spiritual Needs
Pain (-): Delight (+):
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

3. CUSTOMER DNA MAP: General Questions
Simply Knowing and Understanding the DNA of Customers
D A N
Design Aspirations Needs
 What are your favorite or dream  What are your dreams and aspirations?  What challenge or problem would
products/services/organizations? you most like to get resolved in
business/society?
 In what industry do you work?  Who are your heroes or favorite
entrepreneurs?
Pain (-): Delight (+):
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

4. Example: CUSTOMER DNA MAP
Dr. Rod King, Author & Business Development Consultant, rodkuhnking@sbcglobal.net
D A N
Design Aspirations Needs
 What are your favorite or dream  What are your dreams and aspirations?  What challenge or problem would
products/services/organizations? you most like to get resolved in
Infinite Shared Happiness for Everyone business/society?
iPhone; iPad; Deck of Playing Cards
Develop a simple Theory of
Everything for solving tame and
wicked problems in society
 In what industry do you work?  Who are your heroes or favorite
entrepreneurs?
Management Consulting
(Business Development) Steve Jobs; Bill Gates; Sergey Brin;
Larry Page; Richard Branson; Oprah;
Muhammad Ali; David Copperfield
Pain (-): Delight (+):
Difficulty of Getting More Customers Collaboratively Building a Global Business DNA Directory
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

5. CUSTOMER DNA DASHBOARD
Simply Knowing and Understanding the DNA of Customers
Customer
DNA D Design: How? N Needs: What? A Aspirations: Why?
Pain (-) Delight (+)
Name/ID
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

6. Example: CUSTOMER DNA DASHBOARD
Simply Knowing and Understanding the DNA of Customers
Customer
DNA D Design: How? N Needs: What? A Aspirations: Why?
Pain (-) Delight (+)
Name/ID
1) Dr. Rod King iPhone; iPad; Deck of Playing Develop a simple Theory Difficulty of Infinite Shared
Author & Business Cards of Everything for solving Getting More Happiness for
Dev. Consultant tame and wicked Customers Everyone
rodkuhnking@sbcg problems in society
lobal.net Collaboratively
Steve Jobs; Bill Gates; Building a Global
Management Consulting Sergey Brin; Larry Page; Business DNA
Richard Branson; Oprah; Directory
Muhammad Ali;
David Copperfield
2)
3)
…
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

7. CUSTOMER DNA MAP: Template in Tree Layout
Simply Knowing and Understanding the DNA of Customers
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

8. Example: CUSTOMER DNA MAP
Simply Knowing and Understanding the DNA of Customers
Copyright 2010. Dr. Rod King. rodkuhnking@sbcglobal.net & http://businessmodels.ning.com & http://twitter.com/RodKuhnKing

9. Share Your Personal DNA Map
Join
He
The Project of Collaboratively Building
a Global Business & Customer DNA Directory
Join us at
http://businessmodels.ning.com