Happy Customers

Our collaboration with organisations has resulted in a number of indicators of what both we, and our clients, call success.

Our collaboration with organisations has resulted in a number of indicators of what both we, and our clients, call success.

All of the results below have been captured and measured following research and interviews, before and after, or via staff surveys and questionnaires conducted with the people we have worked with:

  • Improved services to customers (identified increase in real satisfaction of 60%).
  • Greater morale and passion amongst staff (in one organisation we helped increase staff happiness from 43% to 92%).
  • More effective operations (change ideas implemented in 4 hours, not 2 years; we helped one company improve SLA stats by 60%).
  • Clearer processes (we demonstrated a reduction in waste of 65% at one organisation).
  • Reduced failures (34% reduction in failure rates at one company).
  • Increased profits (increase in one case of 200%),
  • Reduced absenteeism (from 27% down to 1% in 6 months).
  • Less conflict (we were the catalyst for all HR to be made redundant. well no not really, put to better use!)

Case Studies



"Andy McCann has been a big part of the success of the teams he works with. But I know from my own experience that he is also terrific working with individuals dealing with high-pressure situations. His skills and experience have proven to be transferable across many sectors."

Alastair Campbell, British journalist, broadcaster, political aide and author, Director of Communications and Strategy for Prime Minister Tony Blair


"I truly believe Andy is one of the premier operators, in his field."

Shaun Edwards OBE, Wales and British Lions Coach

"Since the 1990’s, I’ve worked with some of the best people and organizations -- Santa Fe Institute, MIT, National Defense University, Alidade Institute -- on translating the sciences of complexity into practical leadership for military and civilian organizations. Paul’s deep insights, boundless energy, warm sense of humour make him among the top 3 breakthrough leaders I have met and worked with throughout my military and civilian career."

Dan Moore, Director, International Air Defense, Raytheon Missile Systems

"Andy and Steve Eaton MBE, gave an elite cohort of Welsh sport coaches a critical understanding of leadership qualities necessary to help improve their athletes performance. Not only was their talk really insightful and practical but it also identified core values necessary for success whether you are dealing in the world of business, sport or the military."

Brian Davies, Head of Performance, SportWales

"Andy was Key Note speaker at our first Wales Men’s Mental Health Conference. He closed the event with an enlightening, thoroughly enjoyable and accessible insight into mental health issues facing high performing individuals."

Janette Kearn, Mental Health Matters Wales


"Andy has extraordinary motivational gifts and insight into the minds of people in competitive situations or under stress where successful performance is essential. He knows how to develop confidence in high performers and others and to help them retain the knowledge he imparts. He is one of the most gifted people in his profession of anyone I have met."

Dame Tessa Jowell, Shadow Minister for the Olympics


"Andy provides the opportunity to take a step back from the focus of our day to day routines to see the bigger picture of our actions and realise that we can have more control over what we do than perhaps we previously thought. Andy helps us implement a few key changes to how we prepare for and think about stressful, or decisive moments which can lead to success in business and sport."

Nicole Cooke MBE, Olympic Gold Medalist


"I‘ve confidently worked with Andy for a period of years. I found him nothing but professional and he has helped me both personally and professionally. I happily recommend his services to elite performers."

Ryan Jones, Ospreys, Wales & The British Lions

"Dr Paul Thomas is a force of nature! Some time ago, I ran a seminar on leadership and management for the incubating businesses, and invited them to bring their clients along. Paul's ideas are, to put it mildly, revolutionary in a world that looks for certain well-recognised pathways to success, and is constantly 'tweaking' them. This session was the liveliest we have ever run; interactive just about describes it! If you want to provoke thought, debate, action and reaction, Paul Thomas will lead you into new territory. Enjoy!"

Pam Voisey, Business Incubation Manager, University of Glamorgan

"Paul's ideas on management are inspirational and thought-provoking. They may appear radical and revolutionary but they're not, simply because they are actually so intuitive and common-sensical. Paul is also quite possibly the most engaging speaker I've heard in a long time. Any manager - or leader - who wants to get the most out of their organisation really should consider talking to Paul."

Gemma Collins, Producer, BBC News


"It was great to engage Andy's professional services with the Red Bull High Fliers Day at the University of Bath's High Performance Centre. Andy demonstrated how he successfully works with elite sports people to unlock their true potential and be the best that they can be."

Jason Gardener MBE, Olympic Champion


"Andy is able to provide the strategies and processes to deal with the complete sporting environment, so that the decisions you make off the field don’t affect your ability to perform and make the right decisions on the international stage."

Alun Wyn Jones, Ospreys (Captain), Wales & The British Lions

"Andy was able to use his personal experiences to deliver some key messages on performance and continuous improvement, and to illustrate how highly performing teams can stay at the top whilst striving to increase the quality of the outputs they deliver."

Brian Evans FIS Area Fraud Manager, Wales (FIS Ymchwilydd Twyll Ardal, Cymru)


"I honestly believe it's no coincidence that my success has been under the guidance and help of Andy."

Sam Warburton, Wales and British & Irish Lions Rugby Captain

"Paul’s depth of understanding of traditional management practices is more than matched by his desire to do something about them and create a more human centred and effective approach to running our businesses. Paul brings expertise in the application of Complexity sciences to understanding how our organisations (don't) work, and the often surprisingly simple solutions to our everyday problems that plague organisational life. I have engaged Paul to work with me on several occasions either consulting on specific issues or to give talks to members of the management population on a Complex Adaptive Systems outlook on life in organisations. He has never failed to deliver real world solutions that actually work and I look forward to working with him again."

Mick Rogers Operations Director, Airbus UK

"Andy’s presentation took insights and illustrations, many drawn from his experience working with international athletes at the highest levels of performance, and made them relevant and practical to all of us, within a club setting and in our amateur sport. Andy informed and inspired players and coaches, from first teams to our 8th XI, men and women, from all levels of experience and ability, from our teenagers to our over-40s vets. Andy’s visit to St Albans Hockey Club was enormously beneficial for our club and has truly raised our horizons."

Michael Fordham QC, (President, St Albans Hockey Club)


"Andy helped me to prepare for my first international rugby cap. I was 18 years old, full of self doubt, playing in front of 73,000 against the World Champions, and marking a winner of the IRB World Player of the Year. The sessions helped me to focus on what was important and to back myself to perform to the very best of my ability. We have worked together very since."

George North, Scarlets & Wales

"Steve went out of his way to work with us, understand our aims for the session and deliver something that wasn’t generic. Steve had an excellent focus on the requirement for both operational expertise and the importance of transformational leadership. Steve communicated in a very 'human' way, despite his extraordinary experiences, making him easy for people to listen to, with a style people warmed to and with a huge amount of credibility. The feedback from people who attended was overwhelmingly positive."

Louise Hutchison MA MCIPD Corporate HR Business Partner/Operating Model Programme, Avon and Somerset Police

Latest updates


@DNA_Definitive • Aug 20

DNA in India. Dr Paul delivering Simplexity to an audience of CEO's and Directors with great response.

@DNA_Definitive • Jul 12

Congratulations to Hef, Robin and Andy in completing a marathon walk the past 2 days. Impressive for old folk



March 31, 2015

DNA's Resilience Conference for the Wales Deanery

DNA Definitive runs a UK leading 'Developing Resilience' event for the Wales Deanery with contributions from some truly exceptional speakers.







Paul: 07581 207058
Andy: 07875 381551

Correspondence address

DNA Talent Lab, Wales 102,
Business Park, Newport Road,
Magor, NP263DG

Registered address
St. John’s House, Wales
Company no: 08133066

Are You Interested in Joining Us?

We are genuinely interested in hearing from people who feel their approach is aligned to our core principles and who believe they can add significant value to our portfolio of services. We are interested in talented people, with a proven passion for performance, collaboration and commitment.