Vision and Values of Wells Fargo

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Date Submitted: 09/22/2014 07:32 PM

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John G. Stumpf, Chairman, President & CEO

The Vision & Values of Wells Fargo

“Regardless of our growing size, scope and reach, our common vision and distinct values form the fabric that holds us together wherever we are, whatever we do.”


What’s inside?

2 4 6 Welcome Our vision Our values People as a competitive advantage Ethics What’s right for customers Diversity and inclusion Leadership Our culture One Wells Fargo “Wow!” Disciplined, responsible lending Managing risks Managing our resources Culture first, size second


22 Our strategy The customer value of cross-selling Technology: The personal touch Customer-centric, not product-centric Our brand Our opportunities 28 Our goals Our revenue goal Our financial goal Our goal for every customer: A plan Our goal for our stock Our reputation goal Our goal for social responsibility 34 Who are we? Community-based “Out-local the nationals and out-national the locals®” 37 Our five strategic priorities Putting customers first Growing revenue Reducing expenses Living our vision and values Connecting with communities and stakeholders 41 Our future It’s up to us



Documents such as this are rare these days in corporate America. Most companies have a set of vision and values, but few for as long as we’ve had ours. Even fewer have resisted fads and stayed faithful to their founding language. Only a handful of companies have made John Stumpf measurable progress toward an unchanging vision, not just for a year or two but for more than two decades. And in the past two decades, a lot has changed. We’ve seen advances in technology and communications we could not have imagined 20 years ago. We’ve seen our nation’s population grow more diverse and the globalization of almost every aspect of our lives. We’ve seen periods of economic growth and decline, with the effects of the worst economic downturn since the Great Depression still with us. We’ve seen the collapse of major financial...