2011: We want to satisfy all of our customers' financial needs, to help them succeed financially, to be the premier provider of financial services in all of our markets, and to be known as one of America's great companies.
2021: We want to lay low until regulators move on, buy back a ton of stock, and do the bare minimum to stay competitive.
Remember how stumpf and Sloan would carry around the vision and values wallet card. Hahahjajajajaja. They’d pull it out at town halls and recite it. Hahahahahhahhlololiool
We want to offshore as many jobs as possible, take the operational playbook from Chase, and make our employees lives miserable while the OC collects paydays
While these things didn't really guide us operationally or strategically, at least it was something you could point to. Now the closest thing we have is "here is what we as executives expect from you workers", which is not terribly inspiring.
2022: we want to hire on a few more ex JPMers but keep it to ourselves.