WD-40 Company Mission and Values
Our purpose is to deliver unique, high value and easy-to-use solutions for a wide variety of maintenance needs of “doer” and “on-the job” users by leveraging and building the brand fortress of
We strive to cultivate a learning culture based on our corporate values. Our people are passionate about learning, embrace our corporate values and are focused on exceeding stakeholder expectations. Our corporate values drive our company, and are:
- We value doing the right thing.
- We value creating positive lasting memories in all of our relationships.
- We value making it better than it is today.
- We value succeeding as a Tribe while excelling as individuals.
- We value owning it and passionately acting on it.
- We value sustaining the
1. We value doing the right thing.
We do the right thing in serving our Tribe mates, our shareholders, our customers, our products, our consumers, our suppliers and even our competitors. This means looking for the right action in every context, asking critical questions that bring out the best course or decisions relevant to the situation and the circumstances. It also means being honest in both word and deed. Being reliable, dependable and competent. Doing what’s right according to the situation and the context. If we are honest, and if we speak and act congruently, we will be doing what is right.
2. We value creating positive lasting memories in all of our relationships.
As a result of our interactions with our Tribe and stakeholders, we all will feel better at the end of the interaction than we did when we began; we will leave with a positive memory of it. Our shareholders should be proud to say they own our stock. Our customers should consider us a part of their business success. Consumers should be glad they bought our products, telling their friends about the quality and utility of our brands. Our company name and our many brands should become known as emblems of quality, performance and value. Our Tribe members should consider each other as valued friends and colleagues who share work, struggles, successes, life and laughter over the years. The result will be a higher degree of mutual trust and respect, if we successfully live these values.
3. We value making it better than it is today.
We strive for continual improvement. We are a learning organization. We are responsible for our own development and helping others to learn as well. We celebrate our successes, then move on to new heights of achievement. We solicit ideas and solutions from all, and consistently look for ways to progress. We are comfortable with self‐criticism and receiving constructive feedback. We take the time to recognize others who do the same. We endeavor not to repeat mistakes. We value the development of our people, to enhance their skills and to improve their career opportunities.
There is a special moment which occurs right at the point in time where a person gains an insight or new knowledge because of a particularly positive...or negative...event. We are constantly on the lookout for these “learning moments,” because they are the fuel for continual improvement.
4. We value succeeding as a Tribe while excelling as individuals.
We recognize that the collective success comes first. Our organization is a global company with many different locations and Tribe members spread far and wide. But everything we do is towards the success of the entire company. And within the company are smaller groups, whether they are functional departments, or teams defined by geography. The same philosophy applies in these sub‐teams. We believe the individual can’t “win” at the expense of, or apart from, the team or Tribe. But individual excellence is the means by which our organization succeeds. And “excellence” is defined as outstanding contribution to the whole.
5. We value owning it and passionately acting on it.
We put our hearts into our work, because it is with passion that great things are achieved. We believe that all of us are owners of our company’s treasures. We are individually and collectively responsible for the future of our Tribe members, and we are accountable for the impact we have on all of the people who are affected by what we do.
6. We value sustaining the WD‐40 economy.
We exist to create and protect economic value for all of our Tribe and stakeholders. We take seriously that many families are dependent upon the actions we take. We recognize and accept this responsibility.
The Environment - A Fundamental Commitment In Our Business
Over the years,