VOICE AND MESSAGING
3.3
Bringing our Purpose to Life
At WD-40 Company, our purpose is to create positive lasting memories in everything we do. Storytelling helps us bring that purpose to life by turning ideas, initiatives, and values into relatable, memorable experiences.
When employees share authentic stories, they show how our values guide our actions, connect us to our purpose, and create meaningful experiences for our stakeholders.
Let me tell you about the time I (or we)..
APPROACH TO STORYTELLING Use storytelling to:
• Reflect our purpose and values – Every story should connect back to who we are and what we stand for. • Focus on people – Center stories on individuals or teams and their experiences. • Show action and impact – Use a simple structure: challenge → action → outcome. • Keep it real – Share honest, authentic moments that reflect our culture and community. WHAT MAKES A GOOD STORY A strong story is: • Authentic – Real experiences, told with honesty and heart. • Purposeful – Clearly tied to our values or purpose. • Relatable – Easy to understand and connect with. • Memorable – Leaves a positive lasting memory.
SITUATION So there I was.... (time, place, single human protagonist)
TROUBLE I/We wanted.... (internal or external desire or goal)
ACTION And so .... (I/We made a choice, and then...)
RESULT Until finally.... (this is what happened...)
INSIGHT / CONNECTION And now we know... And that’s why.... (this is what we learned...)
EMOTIONAL DATA I/We felt....
Mad frustrated annoyed defensive
Happy glad pleased excited
Sad disappointed regretful dismayed
Source: Story Canvas by David Hutchens. www.storytellingleader.com
WD-40 Company Brand Guidelines | V. 2.0 | March 2026
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