Julian Bishop, co-lead portfolio manager of the Brunner Investment Trust, shares insights on the DNA of great companies. He discusses how management quality, culture, and customer insights drive success. Julian emphasizes the importance of asset-light models and industry structure for sustainable competitive advantage. He also highlights the necessity of trend awareness, illustrated by Microsoft's transformation in cloud computing. Finally, the conversation touches on how a robust company culture fosters resilience, essential for long-term stability and success.