Time to retire this cliché.

It is not “in your DNA”. You don’t get to vote about what’s “in your DNA.” You certainly don’t get to change, at the whim of the marketing department, what’s “in your DNA”.

There’s a good chance that what is in your DNA is as lovely as cystic fibrosis, Tay-Sachs’s Disease, or sickle-cell anemia. Especially if you are a large organization.

So knock it off!