Mr Stefansson is crafting a new strategy for a “smaller, leaner” DeCode that, if properly financed, could one day grow into a biotech giant like Genentech.

Stefansson先生正在为更精干的公司制定新的战略。 DeCode公司如果获得适当的财政援助，可能在将来的某一天成长为像Genentech公司那样的生物技术巨头。

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In crafting a movement strategy for your brand, you need to identify an idea on the rise in culture and tie your brand purpose or brand benefit to it in a way that generates a true movement from within.

FORBES: Why Do My Teenagers Hate My Brand? Two words: No Purpose!