2018 Guide to Effective Proxies

6 TH EDITION | GUIDE TO EFFECTIVE PROXIES 314 Our Strategy and Goals OUR LONG TERM STRATEGY Strategy Overview By recommitting to our Vision and Values and strengthening our culture we are enabling our Company’s transformation to become a better, stronger company and more customer-focused than ever before. Our focus on customers is reflected first in our Values and our six Goals, which define our enterprise strategy. We have also refreshed our consumer and wholesale strategies to promote collaboration across our business lines in order to deliver excellent customer experiences. In addition, we are simplifying our businesses and offerings and strengthening our risk management and support functions to serve our customers more efficiently and effectively. CUSTOMER-FOCUSED STRATEGY Our long-standing Vision and commitment to satisfy our customers’ financial needs and help them succeed financially is the foundation of our business. However, our businesses have often acted independently of one another and missed opportunities to serve customers better through more coordinated efforts. Our historically decentralized model engaged customers through a product-focused approach rather than the customer-focused, cross-channel experiences that our customers expect today. By changing the way we operate and moving away from decentralization, we are reducing complexity and risk while improving customer experiences and efficiency. Our businesses are working together to pursue one cohesive strategy that will allow us to seamlessly serve our customers. This involves creating a compelling value proposition for our customers, rebuilding our brand, differentiating in faster-growing segments, and delivering an exceptional customer experience. In addition, we are enhancing the experience in our branches, offices, and call centers and investing in our digital platform to meet the cross-channel expectations of our customers. Our team members are our greatest asset and key to our ability to deliver excellent customer experiences. We are strengthening our team members’ abilities to meet customer needs by simplifying our organization, building common and efficient processes, enhancing training and tools, and investing in our data, technology, operations, and risk management capabilities. Our Vision Our Values What’s right for customers, people as a competitive advantage, ethics, diversity and inclusion, leadership We want to satisfy our customers’ financial needs and help them succeed financially OUR VISION & VALUES With Coordinated Support by Centralized Functions Data Finance Human Resources Marketing Technology Risk Management Leveraging Our Execution Capabilities Diversified Model Customer-Focused Strategy Consumer Wholesale • Grow our consumer business • Deliver exceptional customer service • Grow business relationships and service Operate with excellence and efficiency • • Enable the best team • Manage and enhance risk management capabilities • Acquire new and deepen existing relationships • Enhance customer and team member experiences • Invest in products and solutions • Follow our customers Drive efficiencies and operational excellence • • Manage and enhance risk management capabilities OUR STRATEGY OUR GOALS To Be the Financial Services Leader In: Customer service and advice Team member engagement Innovation Risk management Corporate citizenship Shareholder value OurVisionandValuesOurVision:Wewanttosatisfyourcustomer’sfinancialneedsandhelpthemsucceedfinanciallyOurValues:peopleasacompetitiveadvantage,ethics,doingWhat’srightforcustomers,diversityandinclusion,leadershipOurStrategyCustomer-FocusedStrategyConsumerGrowourconsumerbusinessDeliverexceptionalcustomerserviceGrowbusinessrelationshipsandserviceOperatewithexcellenceandefficiencyEnablethebestteamManageandenhanceriskmanagementcapabilitiesWholesaleAcquirenewanddeepenexistingrelationshipsEnhancecustomerandteammemberexperiencesInvestinproductsandsolutionsFollowourcustomersDriveefficienciesandoperationalexcellenceManageandenhanceriskmanagementcapabilitiesWithCoordinatedSupportbyCentralizedFunctionsDataFinanceHumanResourcesMarketingTechnologyRiskManagementLeveragingourDiversifiedModelExecutionCapabilitiesOurGoalsTobethefinancialservicesleaderin:Customerserviceandadvice TeammemberengagementInnovationRiskmanagementCorporatectizenshipShareholdrvalue 2 Wells Fargo & Company 2018 Proxy Statement Total of 03 pages in section WELLS FARGO