Mission Statement, Vision, & Core Values of WD-40 Company (WDFC)

Have you ever wondered what drives a company whose products are found in over 176 countries and territories worldwide? WD-40 Company, with net sales of $590.6 million in fiscal year 2024, isn't just about a can of lubricant; it's guided by a clear mission, vision, and set of core values. But what exactly are these guiding principles, and how do they shape the company's global strategy and culture?

Understanding these elements can provide insight into how WD-40 Company aims to maintain its market leadership and create value for its customers, employees, and shareholders. How does WD-40's commitment to innovation and sustainability influence its operations and product development? Let's delve into the mission statement, vision, and core values that steer this global organization.

WD-40 Company (WDFC) An Overview of

The WD-40 Company, officially known as WDFC, has a rich history dating back to 1953 when it was founded as the Rocket Chemical Company in San Diego, California. Initially, the company's mission was to create a rust-prevention solvent and degreaser for use in the aerospace industry. This led to the creation of the now-iconic WD-40 formula. WD-40 stands for 'Water Displacement, 40th attempt,' reflecting the number of tries it took to get the formula right. Over the years, the company has expanded its product line to include various maintenance products, household cleaners, and specialty items, but it is best known for its flagship WD-40 Multi-Use Product.

Today, WD-40 Company's products are sold in more than 176 countries and territories worldwide. Its primary product, WD-40 Multi-Use Product, remains a staple in households and industries for its lubricating, rust-preventative, and cleaning properties. As of April 2025, WD-40 Company continues to generate significant sales globally, maintaining its position as a market leader in its niche.

In the fiscal year 2024, WD-40 Company achieved record-breaking revenue, driven significantly by the strong performance of its WD-40 Multi-Use Product. The company's global presence and consistent demand for its core product contributed to substantial financial growth. WD-40 Company also saw growth in various international markets, reflecting the brand's widespread appeal and effectiveness. The company's strategic initiatives, including targeted marketing campaigns and product innovations, further supported its revenue growth.

Key highlights from the 2024 financial reports include:

• Record Revenue: Achieved an all-time high in annual revenue.
• WD-40 Multi-Use Product Sales: Significant growth in sales of the core product.
• International Market Expansion: Notable growth in key international markets.

WD-40 Company stands as one of the leading companies in its industry, known for its consistent performance and iconic brand. Its success is rooted in its well-defined mission, vision, and core values, which guide its operations and strategic decisions. To understand why WD-40 Company continues to thrive, delve deeper into its financial health: Breaking Down WD-40 Company (WDFC) Financial Health: Key Insights for Investors.

WD-40 Company (WDFC) Mission Statement

The WD-40 Company's mission statement is: 'To create positive lasting memories by developing and selling products which solve problems in workshops, factories and homes around the world.' This statement encapsulates the company's dedication to providing reliable solutions and building enduring connections with its customers.

The WD-40 Company's mission statement can be dissected into three core components:

• Creating Positive Lasting Memories
• Developing and Selling Solutions
• Targeting Workshops, Factories, and Homes

Each component plays a crucial role in defining the company's purpose and strategic direction.

Creating Positive Lasting Memories

This element of the mission statement emphasizes the importance of customer experience and brand loyalty. By providing products that consistently perform and solve problems, WD-40 aims to create positive experiences that resonate with customers over time. This focus on building lasting memories is closely tied to the company's commitment to quality and reliability.

In the fiscal year 2024, WD-40 Company reported net sales of $580.7 million, reflecting the company's ability to maintain strong customer relationships and deliver value. The company actively engages with its customer base through various marketing and community involvement initiatives, which reinforces brand loyalty and helps create these positive lasting memories. For example, WD-40 Brand awareness remains high, with an estimated 97% of U.S. households recognizing the brand. This high level of recognition underscores the company's success in creating a lasting presence in the minds of consumers.

Developing and Selling Solutions

This part of the mission statement highlights WD-40's focus on innovation and problem-solving. The company is dedicated to developing and marketing products that address specific needs in various settings. This involves continuous research and development efforts to improve existing products and introduce new solutions that meet the evolving demands of its customers.

WD-40 Company invests a significant amount in research and development to ensure its products remain effective and relevant. In fiscal year 2024, the company invested $8.9 million in research and development. This commitment to innovation is evident in its diverse product line, which includes WD-40 Multi-Use Product, WD-40 Specialist, and WD-40 Bike, each designed to tackle specific maintenance and repair challenges. These products are sold globally, with international sales accounting for approximately 53% of the company's total revenue in 2024, demonstrating the widespread demand for WD-40's problem-solving solutions.

Targeting Workshops, Factories, and Homes

This component defines the scope of WD-40's target market. By focusing on workshops, factories, and homes, the company caters to a broad range of customers, from professional mechanics and industrial workers to homeowners and DIY enthusiasts. This wide reach allows WD-40 to maintain a strong presence in various sectors and adapt its products to meet the unique needs of each market segment.

WD-40 Company’s products are available in over 176 countries and territories worldwide. In each of these locations, they are used in workshops, factories and homes. This widespread availability is supported by a robust distribution network and strategic partnerships with retailers and industrial suppliers. The company's global presence not only diversifies its revenue streams but also enhances its brand recognition and market stability.

For more insights into the WD-40 Company, you might find this resource useful: WD-40 Company (WDFC): History, Ownership, Mission, How It Works & Makes Money.

WD-40 Company (WDFC) Vision Statement

The vision, mission, and core values of the WD-40 Company (WDFC) provide a framework for its strategic objectives and operational conduct. These guiding principles ensure that the company remains focused on its long-term goals while maintaining its unique culture. Understanding these elements offers insight into the company's direction and how it positions itself in the market. As of April 2025, these statements continue to shape WD-40's approach to business and its interactions with stakeholders.

Mission Statement

The WD-40 Company's mission is to create positive lasting memories by developing and selling products that solve problems in workshops, factories and homes around the world.

• Creating Positive Lasting Memories: This element emphasizes the company's goal to build strong relationships with its customers by offering reliable and effective products. WD-40 aims to be more than just a product; it strives to be a trusted part of its customers' lives and experiences.
• Developing and Selling Products: The mission highlights the company's focus on innovation and product development to meet the evolving needs of its diverse customer base. This includes expanding its product line while maintaining the quality and effectiveness that customers expect.
• Solving Problems: The core of WD-40's mission is to provide solutions to everyday problems encountered in various settings, including workshops, factories, and homes. The company aims to make its customers' lives easier and more efficient through its products.

The mission statement reflects the company's commitment to customer satisfaction and its role in providing practical solutions for a wide range of needs. This focus helps WD-40 maintain its relevance and appeal in a competitive market.

Vision Statement

To be the best loved and most recognized problem solving products company on the planet.

• Best Loved: The company aims to foster strong emotional connections with its customers by delivering products that consistently meet or exceed their expectations. This involves creating a brand that customers trust and feel a sense of loyalty towards.
• Most Recognized: WD-40 strives to maintain and enhance its global brand recognition through strategic marketing and distribution efforts. The goal is to ensure that WD-40 remains a household name synonymous with quality and reliability.
• Problem Solving Products Company: The vision reinforces the company's dedication to providing innovative and effective solutions to a wide array of problems. This includes expanding its product offerings to address new challenges and opportunities in the market.

This vision statement guides the WD-40 Company's strategic decisions and long-term goals, emphasizing its commitment to excellence and customer satisfaction. This vision is ambitious, reflecting the company's desire to not only lead the market but also to be admired and respected by consumers worldwide.

Core Values

WD-40 Company's core values are:

• We value doing the right thing.
• We value creating positive lasting memories in all our relationships.
• We value making it better than it is now.
• We value succeeding as a Tribe.
• We value owning it and act with integrity.
• We value learning and teaching.

These core values define the culture within the WD-40 Company and guide the behavior of its employees. They reflect a commitment to ethical conduct, continuous improvement, teamwork, and personal responsibility.

The values drive decision-making at all levels of the organization, influencing how employees interact with each other, customers, and stakeholders. By upholding these values, WD-40 seeks to create a positive and productive work environment that fosters innovation and success.

These elements – mission, vision, and values – work together to provide a clear and consistent direction for the WD-40 Company. They ensure that the company remains focused on its core objectives while adapting to the changing needs of the market and its customers.

To delve deeper into the financial aspects and investor profile of WD-40 Company, explore Exploring WD-40 Company (WDFC) Investor Profile: Who’s Buying and Why?

WD-40 Company (WDFC) Core Values of

The core values of WD-40 Company reflect its commitment to maintaining a positive and productive environment for its employees, customers, and shareholders. These values guide the company's actions and decisions, shaping its culture and contributing to its overall success. The core values are:

• We value doing the right thing.
• We value creating positive lasting memories in all our relationships.
• We value making it better than it is today.
• We value succeeding as a Tribe.
• We value owning it and passionately acting on it.

Doing the Right Thing

WD-40 Company emphasizes integrity and ethical behavior in all aspects of its operations. This commitment extends to how the company interacts with its employees, customers, suppliers, and the communities it serves. Doing the right thing means adhering to the highest standards of honesty, transparency, and fairness. The company believes that ethical conduct is essential for building trust and maintaining long-term relationships.

Creating Positive Lasting Memories

This core value reflects WD-40 Company's dedication to building strong, positive relationships with everyone it interacts with. Whether it's through exceptional customer service, supportive employee programs, or community engagement initiatives, the company strives to create memorable experiences that leave a lasting positive impression. WD-40 Company understands that positive relationships are crucial for its continued success and strives to cultivate them in every interaction.

Making It Better Than It Is Today

WD-40 Company fosters a culture of continuous improvement and innovation. This value encourages employees to seek out new and better ways of doing things, whether it's improving existing products, developing new ones, or streamlining internal processes. The company believes that by constantly striving to improve, it can deliver greater value to its customers, employees, and shareholders. This commitment to innovation is a driving force behind WD-40 Company's long-term growth and success.

Succeeding as a Tribe

WD-40 Company recognizes the importance of teamwork and collaboration in achieving its goals. This value emphasizes the need for employees to work together effectively, sharing their knowledge, skills, and experiences to achieve common objectives. The company fosters a supportive and inclusive environment where everyone feels valued and respected. By working together as a tribe, WD-40 Company believes it can overcome challenges and achieve greater success than any individual could alone.

Owning It and Passionately Acting on It

WD-40 Company empowers its employees to take ownership of their work and to act with passion and initiative. This value encourages employees to be proactive, to take responsibility for their actions, and to be accountable for their results. The company believes that by fostering a sense of ownership and passion, it can unlock the full potential of its employees and drive innovation and growth. WD-40 Company is dedicated to providing its staff with the resources and support they need to flourish and significantly contribute, leading to the company's enduring success.

To explore more about WD-40 Company, you can read this article: WD-40 Company (WDFC): History, Ownership, Mission, How It Works & Makes Money