Dr. Orlando Olumide Odejide has introduced a new work titled The DNA of Every Business: 20 Universal Objectives Every Organisation Must Master, offering a structured and practical guide for organisations seeking to remain competitive, innovative, and sustainable in a rapidly evolving global landscape.
The book outlines a clear framework for understanding the fundamental components that determine whether an organisation thrives or struggles, presenting what he describes as the essential “genetic code” that underpins successful enterprises across sectors and regions.
Drawing on more than two decades of experience in business strategy, technology solutions, organisational transformation, and ISO management systems, Dr. Orlando explains that every high-performing organisation shares a set of universal objectives.
These objectives, he notes, are the core building blocks that enable institutions to achieve clarity, strengthen operations, enhance leadership, improve stakeholder engagement, increase customer value, and sustain long-term growth. His analysis reflects growing global interest in system-based thinking and structured organisational development, particularly as businesses adapt to intensified competition, digital transformation, and changing consumer expectations.
The book addresses the practical challenges leaders encounter in daily operations, highlighting issues such as lack of strategic direction, operational inefficiencies, weak communication structures, poor stakeholder engagement, inconsistent leadership practices, unstructured decision-making, underutilised technology, gaps in employee capability, and declining customer satisfaction.
Through real-world insights and detailed guidance, he illustrates how organisations can identify these weaknesses and design resilient systems that support long-term excellence and adaptability.
Released at a time when businesses face rising uncertainty and rapid technological acceleration, The DNA of Every Business responds to the increasing complexity of today’s operating environment. It emphasises the need for clear structures and updated models, reflecting global trends in organisational redesign, capacity building, and performance measurement. Its relevance extends to corporate organisations, startups, NGOs, public institutions, and growing enterprises seeking to strengthen their foundations and align with modern business realities.
Dr. Orlando Olumide Odejide, Founder of Transformation College of Business and Technology (TCBT) and Dr. Orlando Global Services, Managing Partner of A4S, CEO of Training Heights Limited, Founder Certify GRC, and Convener, African Perspectives, has built a career spanning information technology, project management, organisational strategy, digital innovation, and professional development. He has trained thousands of professionals across Africa and beyond, contributing to the development of leaders committed to structured systems, capacity building, and organisational transformation.
The DNA of Every Business is presented as a resource for CEOs, entrepreneurs, managers, policymakers, and consultants working to build resilient and high-performing organisations. More than a handbook, it serves as a roadmap for excellence, equipping leaders with foundational principles designed to strengthen internal structures and support lasting, sustainable results.
