The DNA represents a company’s ethos — and to a large extent, its ethics. Microsoft was and will always be a desktop software company, albeit one that is doing its best to adapt to the cloud and data-centric world. It has turned its desktop offerings into smart revenue streams on the cloud.
Google’s core DNA is search and engineering, though some would say engineering that is driven by the economics of search, which makes it hard for the company to see the world through any other lens. Apple’s lens is that of product, design, and experience. This allows it to make great phones and to put emphasis on privacy, but makes it hard for them to build data-informed services.
Facebook’s DNA is that of a social platform addicted to growth and engagement. At its very core, every policy, every decision, every strategy is based on growth (at any cost) and engagement (at any cost). More growth and more engagement means more data — which means the company can make more advertising dollars, which gives it a nosebleed valuation on the stock market, which in turn allows it to remain competitive and stay ahead of its rivals.
Even with the personal adjustments to the feed in response to issues with fake news and manipulation, this is akin to the spin by the tobacco industry in the 70’s to hide the effect of smoking.