What is Weightless Exporting?

Grenville Main, Managing Director of DNA, talks to Andy Kenworthy of Idealog about Weightless exporting, and why the time is right for many New Zealand businesses. 

Excerpt from Idealog Guide:

First up – what is Weightless export? DNA’s Grenville Main defines it like this: “Its the power of our ability to generate intellectual property, and the ability to translate that to market without necessarily having to own or create the distribution channels ourselves.” 

Main says: “It’s a mistake to believe that if you can cook up a great idea, you don’t actually need to deliver anything – or that all of the hard work can be done in one market. Just because you have built it and developed it here doesn’t mean you have got it there, ready to go. There’s a degree of tuning, tweaking and translating, which people underestimate.”

Find out more by reading the full article in Idealog – just ask any DNA staff member when you visit our offices for a copy.