The document outlines the core values and culture of John Deere, emphasizing quality, commitment, and innovation as essential to their brand identity. It highlights the importance of integrity and maintaining strong relationships with customers and employees for long-term success. The text also stresses the need for clear communication and serving the agricultural community effectively to foster trust and productivity.

1. The John Deere Way Useful Sales and Marketing Tools from a Great Global Brand

2. The Culture All great companies have a deeply ingrained culture Continuity of leadership Values are the strength for surviving tough times Rooted in the land

3. The Core Values QUALITY comes first Create change through INNOVATION Always maintain INTEGRITY COMMITMENT never quits

4. Quality No company or employee always gets it right Quality starts with unwavering insistence Back up all mistakes, never walks away – at all costs

5. Innovation “ We have to continually improve our trade or we’re going to lose it.” “ Hinge” years ALWAYS marked by unique design and innovation The Power of Design: Pride and Productivity A headquarters to match the mission

6. Integrity Values-based business is a trademark Clear communication of abiding principles How you do you job How results are achieved

7. Commitment Commitment never quits Stand behind the product (or service) at all costs Commitment to the company pays dividends to all

8. Grow on the Strength of Your Roots You can’t be all things to all people Protect the brand – at all costs Serving those who work the land

9. Win-Win Relationships A Business is not a family The Long-Term Relationship The Home Depot Experience – (drastic change is easier than we often expect)

10. Performance That Endures When the customer gets pride AND productivity… When the customer has trust… When the customer knows what to expect with every transaction… EVERYBODY WINS