Milwaukee Tool Mission Statement Analysis

• Company: Milwaukee Electric Tool Corporation  
• CEO: Steve Richman
• Year founded: 1924
• Headquarters: Brookfield, Wisconsin, USA
• Number of Employees: 8,513
• Type: Private (Fully-owned Subsidiary of Techtronic Industries – ADR symbol: TTNDY).
• Annual Revenue (2024): $9.9 Billion

Products & Services: Power Tools | Hand Tools | Tool Accessories | Tool Storage | Personal Protective Equipment | Fuel Products | Jobsite Lighting

Competitors: DeWalt | Makita | Festool | Bosch | Mac Tools | Ridgid | Ryobi | Apex Tool Group | HILTI | Stanley Black & Decker | Visteon | Gardner Denver | Hikoki | Southwire, Arecont Vision | Klein Tools | Ohio Power Tool  

Did you know? Milwaukee Tool was the world’s first tool manufacturer to use lithium-ion batteries.  

Milwaukee Tool offers mechanical, electrical, and plumbing (MEP) tools. It was founded by A.F. Siebert to develop innovative solutions that increase productivity for professional construction users. In 2005, Hong Kong-based Techtronic Industries acquired Milwaukee Tool. The acquisition allowed the brand to refocus on solving problems facing mechanical, electrical, and plumbing (MEP) professionals. Techtronic Industries (TTI) also owns Ryobi, Hoover, Dirt Devil, and Oreck. [1]

Milwaukee Tool is the market leader in professional-grade, trade-specific solutions. The brand is known for its M12 and M18 cordless systems, jobsite lighting, storage and fuel products, accessories, and hand tools. Milwaukee Tool’s mission, vision, culture, and sustainability strategy drive growth and success. In 2024, Milwaukee Tool generated $9.9 billion in annual revenue. Its 2024 sales increased by 11.6%. [2]

To understand why Milwaukee Tool is thriving, here is an in-depth analysis of its mission statement, culture, and sustainability goals:

Milwaukee Tool’s Mission Statement  

To disrupt the tool industry with game-changing solutions for the professional user.

The company states, “Milwaukee Tool was born from a mission to disrupt the tool industry with game-changing solutions for the professional user. Since the beginning, we have pioneered incredible technologies that have revolutionized the job site.” [3]

Here is our analysis of Milwaukee Tool’s mission statement:

1. Disrupt the tool industry

Milwaukee Tool aims to disrupt the tool industry with advanced, trade-specific solutions. This mission is ingrained in the company’s DNA. The brand disrupted the sector through its M12 and M18 lighting with TRUEVIEW, the industry’s first high-output LED light system. In 2017, Milwaukee Tool introduced ONE-KEY, the first digital platform for tools.

Milwaukee Tool revolutionized the light equipment market with the MX FUEL Equipment System in 2020. This solution offers the runtime and durability demanded by professional trades and minimizes noise, vibration, and the frustrations of petrol maintenance. In 2023, the company launched its new REDLITHIUM FORGE batteries and Super Chargers. REDLITHIUM FORGE increased the capabilities of the M18 and MX FUEL systems. It provides more power, faster charging, and longer life than standard REDLITHIUM batteries without sacrificing compatibility. [4]

2. Game-changing solutions

Milwaukee Tool is committed to creating game-changing solutions. This mission has driven the company since its founding. In 2005, Milwaukee Tool was the world’s first tool manufacturer to use lithium-ion technology in power tools. The brand’s M18 line is renowned for its patented technologies, innovative motors, advanced electronics, and the industry’s best battery tech. [5]

Milwaukee Tool provides innovative tools for professional users. Its solutions include M12, M18, REDLITHIUM, PACKOUT, MX FUEL Light Equipment, BOLT, and ONE-KEY tracking. In 2018, the company introduced the PACKOUT Modular Storage System. This game-changing solution transformed tool transportation, organization, and storage. [6]

3. Enhance jobsite safety and efficiency

Milwaukee Tool strives to establish new standards and set the benchmark for performance, safety, and reliability. It revolutionizes the professional trade industry to improve the lives of its users. In Feb 2024, the company introduced A BOLT RHEON safety helmet, BOLT cooling gear, and two new workwear products. The Milwaukee BOLT system integrates with multiple accessories. Users can swap accessories quickly and easily, enhancing safety and efficiency on the jobsite.

Milwaukee Tool expanded its personal protective equipment (PPE) lineup in 2024 with a new cooling category to address heat stress concerns on the jobsite. The line offers a skull cap, sweatbands for helmets and hard hats, a helmet liner, and cooling towels. These solutions enhance jobsite safety for workers. [7]

Checkout: Top Tool Companies in Entire World by Assets

Milwaukee Tool’s Vision Statement 

To produce the best heavy-duty electric power tools and accessories available to the professional user. [8]

Milwaukee Tool strives to develop the best professional, heavy-duty electric power tools and accessories. The brand has focused on this vision since its founding in 1924. Its world-class team leads the way in disruptive new technologies and solutions. Today, the brand is known for its high-quality, durable, and reliable professional tools and accessories.

Milwaukee Tool is an industry-leading manufacturer of portable, heavy-duty electric power tools and accessories for professional users worldwide. The brand has earned many accolades thanks to its commitment to delivering advanced solutions with unmatched durability. In 2024, the Milwaukee M12 Auto Shop Borescope with Wi-Fi File Sharing won the Automotive Inspection category in the Pro Tools Innovation Awards. This solution simplifies documentation and accelerates repair approvals by enabling quick file sharing via Wi-Fi. [9]

Checkout: Largest Global Tool Companies by Revenue

Milwaukee Tool’s Culture

Milwaukee Tool has nurtured an excellent culture that enhances collaboration, efficiency, and continuous growth. The company states, “We are Milwaukee Tool. One team obsessed with disruptive innovation.” Its people and culture drive success organization-wide. [10] 

How does Milwaukee Tool live by its corporate culture?

• Speed, agility, & urgency: Although Milwaukee Tool is a global, multi-billion-dollar firm, it operates with the speed and agility of a tech startup. The company understands the urgency of mechanical, electrical, and plumbing (MEP) projects. It believes collaboration is crucial for team members to deliver disruptive innovations quickly and agilely. This collaboration starts outside the company, in conversations and experiences with end users. Then, it filters through every Milwaukee Tool department, from engineering, sales, marketing, and operations teams.
• Always improving: Milwaukee Tool values continuous improvement and development. For example, the company admits it had lost focus at the turn of the millennium. “We decided to go back to our roots and better focus on solving problems for the mechanical, electrical, and plumbing (MEP) trades in 2005 when Techtronic Industries Co. (TTi) acquired Milwaukee,” said Milwaukee Tool. Its team visited job sites and analyzed professional trades to understand the challenges facing mechanics, electricians, and plumbers. This mindset and focus on the MEP niche helped Milwaukee Tool become a progressive problem solver across tool and accessory Continuous improvement ensures the brand addresses user needs with disruptive innovation. [11]
• Candid: Milwaukee Tool values truthful, candid, and straightforward team members. The company believes candidness starts by listening to its business and global counterparts. Its partners define the priorities, while its counterparts share information on risks and solutions. Listening enables Milwaukee Tool team leaders and members to understand and coordinate the overall process, from forecasting to planning, procuring, producing, storing, and shipping. The brand encourages employees to own their actions, trust their colleagues, and rely on candidness at every step.
• Empowered leaders: Milwaukee Tool is committed to empowering its team members and local communities. The company empowers its staff to develop the best solutions for the pro trades and deepen its philanthropic commitment via multiple initiatives focused on hunger, housing, education, and veterans. Every Milwaukee Tool employee receives 16 hours of paid time to volunteer.
  In 2024, over 1,000 Milwaukee Tool employees volunteered to make a difference in their communities. Its team clocked nearly 7,000 hours of paid employee volunteer time, invested $558k in community impact activities, and donated tools worth $458k to schools and charitable nonprofits. The brand nurtures empowered leaders through training, workshops, and collaborations. It provides resources and eliminates bureaucracy, ensuring its teams make decisions for their products and test new ideas on the fly. [12]
• Obsessed: Milwaukee Tool is obsessed with delivering disruptive solutions. It is committed to building a culture focused on driving dedication to innovation. Its talented, passionate experts take unparalleled pride in their work and brand. They understand professionals need disruptive solutions to address work-related challenges. This principle has driven Milwaukee Tool since its founding. For example, Milwaukee Tool developed a portable and light, ¼-inch capacity power drill after WWI for Ford Motor. The Hole Shooter was the industry’s first lightweight, one-handed drill. This game-changing solution drastically increased productivity for Ford assembly line workers. [13]

Milwaukee Tool’s Sustainability Goals

Milwaukee Tool is committed to building a sustainable business that empowers people and protects the planet. The brand seeks to minimize its operation’s environmental footprint. It set an ambitious sustainability goal to reduce tCO2e by 60% operation-wide by 2030. As of 2024, over 90% of the electricity used in Milwaukee Tool’s Wisconsin headquarters was generated from renewable sources. The brand partnered with the Tennessee Valley Authority (TVA) and Green Flex program to use 30,000,000 kWh of certified renewable energy from wind farms. This partnership offsets 100% of the electricity used in its distribution centers. [14]

Milwaukee Tool partnered with Call2Recycle to sustainably recycle over 8 million pounds of batteries yearly. The company seeks to convert to 100% energy-efficient LED lighting in its facilities. In 2024, this project was 70% completed. Milwaukee Tool has reduced its environmental impact through innovation and advanced tech. For example, the brand’s M18 and M12 battery platforms are designed for efficiency. They use the REDLITHIUM technology, offering extended run times and faster charging. These batteries reduce replacement frequency and waste. [15]

References

1. Richman, S. (2024, Aug 18). The Milwaukee Story. Milwaukee Tool
2. Smart, A. (2025, Mar 4). Milwaukee Tool’s sales grew 11.6% in 2024. Biz Times
3. Milwaukee Tool. About Us. MilwaukeeTool.com
4. Milwaukee Tool (2023, Aug 8). Milwaukee increases the Capabilities of their M18 and MX FUEL Systems. MilwaukeeTool.com
5. Larin, A. (2025, Jan 3). Fun Facts about 11 of your favorite Power Tool Brands. MPR Tools
6. Milwaukee Tool (2024, Dec 14). History of Milwaukee Tool. MilwaukeeTool.com
7. TM Staff (2024, Jan 22). Milwaukee Tool launches new 2024 Workwear Solutions. Turf Magazine
8. Milwaukee Tool. Milwaukee Tool ANZ: Overview. LinkedIn
9. Pro Tools Innovation Awards (2024, Jun 18). 2024 Automotive and Metalworking Awards. ProToolsInnovationAwards.com
10. Milwaukee Tool. We are Milwaukee Tool: Culture. MilwaukeeTool.com
11. Milwaukee Tool (2023, Dec 23). One Team, One Focus – The User. Indeed
12. Milwaukee Tool (2025, Jan 10). Impact Report 2024. MilwaukeeTool.com
13. DPT Staff (2023, Sep 28). The History of Milwaukee Tools. Data Power Tools
14. Milwaukee Tool (2025, Jan 4). Building a more sustainable future. MilwaukeeTool.com
15. Paswan, A. (2024, Sep 12). How Milwaukee Power Tools Drive Environmental Sustainability Efforts. EcoFriend.org
16. Featured Image by Cyrus Crossan