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  2. About Amway: From brands to business owners
  3. Amway's vision, guiding principles and values
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Our vision

"Amway's visie is om mensen te helpen een beter leven te leiden. We maken die visie waar door mensen een zakelijke mogelijkheid te bieden die hen in staat stelt te slagen door hun eigen harde werk. Vrij ondernemerschap is niet alleen een Amerikaans fenomeen. De ondernemersgeest bestaat bij mensen over de hele wereld. "

Doug DeVos, Amway President

"Amway's visie is om mensen te helpen een beter leven te leiden. We maken die visie waar door mensen een zakelijke mogelijkheid te bieden die hen in staat stelt te slagen door hun eigen harde werk. Vrij ondernemerschap is niet alleen een Amerikaans fenomeen. De ondernemersgeest bestaat bij mensen over de hele wereld. "

Doug DeVos, Amway President

Our values   

Our belief in people and our commitment to entrepreneurship have led to the following six core values that align and unify us all – employees, Amway Business Owners and the entire Amway community.

Free Enterprise
We are proud advocates of freedom and free enterprise. Economic potential is best achieved when people have the ability to work hard, gain flexibility and earn income by owning a business.
Partnership

Our success is the direct result of the millions of people who start their own business and promote our products. In turn, we work to provide them with all the tools and resources they need to succeed.

Integrity
We expect our employees and Amway Business Owners to do what is right and not just what works.
Personal Worth
We believe every person is worthy of respect and deserves fair treatment. Everyone should have the opportunity to succeed to the fullest extent of his or her potential.
Achievement
We celebrate success that's earned the right way. When someone works hard to reach goals and helps others do the same; recognition and reward is deserved.
Personal Responsibility
Everyone in our community is responsible and accountable for working in a way that reflects what we stand for and helping others do the same.
Free Enterprise
We are proud advocates of freedom and free enterprise. Economic potential is best achieved when people have the ability to work hard, gain flexibility and earn income by owning a business.
Partnership

Our success is the direct result of the millions of people who start their own business and promote our products. In turn, we work to provide them with all the tools and resources they need to succeed.

Founders fundamentals

Amway’s founders – Rich DeVos and Jay Van Andel – always wanted to own a business and they started Amway to help others who had the same goal. They believed that owning a business was a gateway to building a better life. They created Amway around four principles that owning a business offers – and these principles still guide us today.

FREEDOM

Amway appeals to people who want to make their own decisions, set their own goals and achieve their own level of success. We help people find the financial security and careers they desire so they can live the life they want.

HOPE

Amway offers an opportunity to people from all backgrounds. The common thread is their hope for a better life. We believe people can achieve this with the support and opportunity we provide.

FAMILY

People connected to Amway are part of a global community that supports and encourages each other. The opportunity we provide helps Amway Business Owners build a better life for themselves and their families.

REWARD

Amway compensates and celebrates the hard work and accomplishments of those around us. We understand true success is achieved when earned the right way: through hard work and helping others.

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