When I first joined WD-40 Company, our purpose was all about our product’s function—“WD-40 Multi-Use Product is a great problem solver.” The Multi-Use Product was known for stopping squeaks and loosening rusted parts. Our slogans were practical, even a bit playful, like “We’re in the squeak, smell, and dirt business.”

But as I took a master’s class with Ken Blanchard, I began to see that a company’s purpose should be more meaningful than a functional promise.

Ken taught that a strong purpose unites people, grounding them in something they’re proud of. Inspired, I started thinking about the real role WD-40 Multi-Use Product played in people’s lives. It wasn’t just fixing squeaks—it was creating positive, lasting memories.

Customers shared stories of WD-40 Multi-Use Product saving the day on a family bike ride or helping with grandpa’s tractor on the farm. I realized our true purpose was about the memories connected to the product, so we redefined it: “We exist to create positive, lasting memories in all of our relationships.”

This wasn’t instantly popular. Some thought it was “soft.” But I believed in it and kept pushing. In a meeting with our ad agency, I insisted, “We’re in the memories business.” They laughed, but they eventually came around. Soon, we were saying, “We create positive, lasting memories by solving problems around the world.”

This became our guiding purpose, influencing every decision, including one where we opted not to use a cancer-causing ingredient just to compete with a rival product.

Years later, after losing everything in a house fire, Ken’s wife Margie told me, “The only things you get to keep are your memories.”

Her words reminded me of why our purpose mattered. WD-40 Multi-Use Product was more than a product—it was a way to create meaningful moments in people’s lives, grounding our company in values that would carry us through every challenge.

At WD-40 Company and The Learning Moment, every experience—big or small—is valued as a “Learning Moment.” This philosophy transforms setbacks, successes, and even everyday tasks into opportunities for growth. Rather than focusing solely on outcomes, take time to reflect on what each moment teaches and how it strengthens the tribe.

Encourage your team to share their Learning Moments openly, without fear of judgment. By embracing these insights together, you build a culture of trust, resilience, and continuous improvement—one where each person’s growth contributes to the tribe’s collective strength and future success.achieve more together than they ever could alone.

Best: When developing your company’s purpose statement, look beyond the promise as it’s described on the product labeling and consider how the successful use of the product makes people feel.

Worst: Settle for the first purpose statement that comes to mind. If the successful outcome can be described in a quantifiable way, you haven’t yet touched the heart of your company’s mission.

First: Invite your customers and tribe members alike to tell you what the company and its products mean to them personally. Collect stories and insights. Your purpose will be found there.

Learning Moment: A company’s purpose goes beyond the product itself; it lies in the emotional impact and memories it creates. True purpose is about connecting meaningfully with people, fostering positive, lasting memories that extend far beyond the product’s immediate function.

Ken’s wisdom still rings deep, as we are good friends to this day. His insights on purpose have shaped not only WD-40’s journey but also my own understanding of what it means to lead with values that truly connect people.

Company Culture Tip: Honor Learning Moments as Pathways to Collective Growth

At WD-40 Company, every experience—big or small—is valued as a “Learning Moment.” This philosophy transforms setbacks, successes, and even everyday tasks into opportunities for growth. Rather than focusing solely on outcomes, take time to reflect on what each moment teaches and how it strengthens the tribe.

Encourage your team to share their Learning Moments openly, without fear of judgment. By embracing these insights together, you build a culture of trust, resilience, and continuous improvement—one where each person’s growth contributes to the tribe’s collective strength and future success.