What Business DNA is and how to fill it in properly

Business DNA is everything the AI knows about your company: how you position yourself, what you sell, to whom, for how much, which objections come up and what must never be said. This is where the coaching during the call comes from — and where its limit comes from: the AI never invents a price, a deadline or a term that isn't written on this page. An empty DNA means generic suggestions.

Where it lives

1. Sign in to the dashboard.
2. Click your photo (or initials) at the bottom of the left menu and pick DNA. The page is called How you sell. (On the Today screen, while the Start here box is showing, its first step, Teach how you sell, has an Open the DNA button.)
3. At the top you'll see X% filled in. Below 100%, an amber notice lists what's still missing.

The nine blocks

The percentage counts these nine. Each one counts as filled when it has content — or when you mark it as not applicable to your business.

• Positioning — how the company defines itself, and what it definitely is NOT.
• Value proposition — in one sentence, what the client is really buying when they sign.
• Ideal client — size, industry, deal size and who decides.
• Differentiator — why you and not the competitor.
• Method — the steps of how you deliver, with the name of each one, the promise and how to explain it on the call.
• Pricing and terms — setup, monthly fee, media budget, other line items, negotiation rules and timelines. This is the block that keeps the AI from guessing at a number.
• Objections — what the prospect says, what's usually behind it, the way through and what to never do.
• Social proof — client results worth quoting on the call.
• House rules — what the AI must never do or promise.

Fill it in through the guided interview (the fastest way)

While the DNA isn't complete, the page opens on the Guided interview: one question at a time, in the order of the blocks, with an example under each field. Set aside 20 minutes and answer as if you were explaining the business to a new rep.

1. Read the question at the top and answer in the fields. Write it your way, with the words you use on the call — that text is what the AI will echo back.
2. Click Next. What you typed is saved at every question; you can close the page and come back where you left off. No answer for a question right now? Skip this question moves on to the next one.
3. A block that doesn't exist in your business (no media budget, say, or no case study yet)? Tick the box that says so on that question (like I don't have a case study to cite yet.) instead of leaving it blank. That way it counts as filled and the amber notice goes away.
4. On the last question, click Finish. Want to look back at what you wrote? Review answers.

Ask for a draft from your website

If your company already has a website, Hades reads the page and writes a draft of the blocks it can pull from there: company name, positioning, value proposition, differentiator, ideal client, objections and case studies. Pricing, timelines and house rules stay with you: the draft doesn't write those. Only the owner and managers see the button.

1. On the DNA page, click Full form (button at the top). The Write with AI box sits at the start of the form.
2. Click Write with AI.
3. Type the Company website. Instagram and Facebook are optional and help Hades read more about you.
4. Click Write the draft. It takes about 30 seconds.
5. Read the green message (Filled in: …), check every field it filled, fix whatever looks off and click Save DNA.

• Nothing is saved on its own. The draft only shows up in the fields on screen; it counts once you click Save DNA.
• Only blank fields get filled. What you already wrote isn't replaced.
• Numbers and client names the page doesn't show are left out, and the message tells you how many pieces were left out. If a page couldn't be read, the message says which.
• Limit of 5 drafts per company per day. Past that, the screen asks you to try again tomorrow or write it by hand.

Edit one field directly

Once the DNA is complete, the page starts opening on the Full form, with every block on screen and an index on the side. To change a price or add an objection, go straight to the field and click Save DNA. You can switch between Guided interview and Full form with the button at the top, any time.

What actually moves the needle on the call

• Objections are the block with the highest return. Every objection you write becomes an amber card with YOUR way through it when the client says that thing. An objection that isn't in the DNA still shows up as a card, but without your playbook for it.
• Fill in "never do" on every objection. It's the field that prevents the most damage — it's what keeps the AI from suggesting a discount you don't give.
• Write the price the way you say it. "$3,000 setup and a monthly fee starting at $1,500" beats a table. The AI only quotes what's here.
• House rules win over everything. If it says "never promise a timeline under 30 days", the AI obeys even when the meeting is begging for the opposite.
• Ideal client is what lets the AI spot early that a meeting is going nowhere — and tell you.
• The DNA also feeds practice. Anyone with Simulation practices on scenarios built from your DNA — see the sales simulation.

I can't edit it

If the page says You're a rep in this workspace, so you can read the DNA but not edit it, that's because only the account owner and manager touch the DNA. Ask one of them — or ask them to move your role up on the Team screen.

The DNA notice in the desktop app

If the DNA is incomplete, the app's home screen shows the Business DNA line in amber, with a Complete Business DNA button. It doesn't block the call — it's there to explain why the coaching might come out generic. Clicking it opens this dashboard page, already signed in.