DNA in biology. dna in organizations. It's what counts.

DNA is a collection of genes that have evolved over time. dna is a collection of memes that have evolved over time. DNA works in physical space. dna works in cognitive space.

The phenotype created by the interaction of DNA and the environment, iterated through random mutation and competitive selection, presents as a physical individual. The phenotype created by the interaction of dna and the environment, iterated through an evolutionary process, presents as the culture of an organization.

Culture exists in small groups. Culture determines what people see. What people see determines what they think. What they think determines what they do. What they do in response to the environment determines whether they grow or wither.

Meanwhile, the problem is getting the signal through the noise. If you don't get the right signal, you get eaten by the bear. That's the way it works for business. That's the way it works in the classroom. That's the way it works wherever humans gather.