UPS's strategy can be seen as the value proposition, and the company is guided by the better, not bigger, framework. The vision, mission, and values align with their strategy for a few reasons. One of the strengths of this alignment is when they state how they strive to offer excellence and value in what they do. By being value-focused, the company is stressing the importance of quality over quantity, which reflects the strategy perfectly. Another example of this strategy is stating in the value statement the importance of sustainability. This shows customers the importance of long-term solutions and provides value with service. The values of UPS also align with its strategies, which are especially customer-first and innovation-driven. These are other ways that the company is trying to add value to customers rather than trying to build a larger company