FAQ
A few things you may be wondering.
Here are answers to commonly asked questions about us.
Start here
What does DNA Partners do?
DNA Partners helps leadership teams at growth-stage companies build the operating discipline to scale and the leadership capability to sustain it. We install the System & Soul™ framework, meeting rhythms, goal setting, clear priorities and accountability, and we grow the senior leadership team responsible for running it. Jason Moore and Haley Devlin are certified System & Soul coaches and the former CEO and COO of Stratasan.
The hard questions
Three things every CEO asks us.
How is System & Soul different from EOS, Traction, or Scaling Up?
EOS and Scaling Up are legitimate, effective operating systems. They genuinely help a team get organized and moving faster. System & Soul starts there and adds a second, equally weighted track: growing the senior leadership team itself, maturing the founder into a true CEO, and deliberately building the culture that makes the system stick.
Without that second track, a system can look right on paper and still not take hold. System & Soul attracts leaders who value flexibility, personalized leadership development, and a culture-driven approach.
We have sat in your seats.
Having helped build and lead a company ourselves, we understand firsthand how demanding the work can be. Our coaching is grounded in that experience, allowing us to balance challenge with the support teams need to make progress.
Why founders pick us
We tried OKRs before and they didn't work. How is this different?
OKRs usually fail for the same reason: there is no cadence, ownership, or accountability structure around them, so they turn into a quarterly paperwork exercise instead of how the team actually operates. System & Soul installs the meeting rhythm, roles, and follow-through that make goals like OKRs stick. The difference is not the goals themselves, but the operating discipline behind them.
Is investing in culture actually worth it for a growth-stage company?
Culture erosion is one of the six problems that show up almost every time a company scales. Values end up on the wall instead of in decisions, and teams stop being honest with each other. Left alone, that costs real revenue: a company can have good people, a decent culture, and a clear long-term goal, and still miss its numbers quarter after quarter because no one is holding the team accountable to a shared top priority.
Culture is not a nice-to-have next to the system. It is part of what makes the system actually work.
Fit
Whether this is for you.
What size company do you work with?
Growth-stage companies roughly $2 to $50M in revenue, usually VC or angel-backed, with at least three senior leaders and a board of directors already in place. Bootstrapped companies can work well too if the senior leadership team is established.
Who should not hire DNA Partners?
Solopreneurs, and any CEO who is not willing to rely on, and share real strategic ownership with, a senior leadership team. If a CEO believes they already have it figured out and do not need outside perspective, this is not the right fit.
The work itself
How an engagement runs.
How long is a typical engagement?
We set expectations for a two-year engagement, because that is how long it takes to fully install the system and see the momentum it creates. It starts with a 90-day install (a 2-day strategic foundation session, a 30-day review, and a 90-day quarterly planning session), followed by an ongoing operating partnership: quarterly resets, monthly accountability check-ins, and an annual strategy reset.
What actually changes in the first 90 days?
A clear roadmap (a 3-year vision, a 1-year plan, and first OKRs), meetings that become dramatically more consistent and effective, and, most importantly, a senior leadership team that is actually clear, for the first time, on where the company is going and who owns what.
Do you work with companies outside Nashville?
Yes. Current clients span across both coasts and even internationally. The two-day initial install and the annual strategy reset are strongest done in person, but the model works fully remote.
Do you offer 1:1 coaching?
Yes. The System & Soul engagement includes ad hoc coaching for the CEO and COO as needed. We also offer a more comprehensive executive coaching track with a structured leadership-development curriculum that runs alongside the core framework. These engagements are priced separately and are recommended in six-month increments.
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