WD-40 wasn’t created overnight, it took 39 failures before success. Discover why embracing failure is the ultimate leadership strategy.
When people hear “WD-40,” they usually think of the little blue can sitting in garages and workshops around the world, a household staple for loosening rust, silencing squeaks, and solving problems we didn’t even know we had. But behind that unassuming can is one of the greatest lessons in leadership, innovation, and resilience.
The “WD” stands for Water Displacement. The “40” is not a model number. It’s the story: it took 40 attempts before the formula finally worked.
Think about that for a moment. Thirty-nine failures. Thirty-nine times the chemists could have said, this isn’t working, let’s move on. But instead, each failure became data, each miss became momentum, each setback became the seed of iteration. On the 40th try, they struck gold and in doing so, they created not just a product, but a global icon.
Failure as a Strategic Asset
In most organizations, failure is treated as a liability, something to be hidden, punished, or brushed under the rug. Yet the story of WD-40 proves the opposite: failure, when embraced, is a strategic asset.
- It clarifies the problem. Every failed formula showed what didn’t work, narrowing the path to what would.
- It builds resilience. Teams that learn to persist through failure develop grit that success alone cannot teach.
- It fosters innovation. The willingness to experiment without fear creates the conditions for breakthroughs.
If WD-40 had been discovered on the first try, it would be a product. Because it took 40, it became a philosophy.
What Leaders Can Learn from WD-40
Leaders today often face the temptation of quick wins and short-term optics. But real, sustainable success requires a different mindset, what I call The WD Mindset.
- Normalize failure. Treat it not as an embarrassment but as a natural step in the process of discovery.
- Encourage iteration. Create space for teams to test, learn, and adapt without fear of blame.
- Redefine success. Instead of asking, “Did this work?” ask, “What did we learn?”
When leaders apply The WD Mindset, they create cultures that aren’t paralyzed by setbacks but propelled by them. That’s where innovation lives.
The Link to Leadership Legacy
Here’s the paradox: the most admired leaders are not remembered for never failing. They’re remembered for how they responded to failure.
Steve Jobs was fired before he became legendary. Thomas Edison famously reframed thousands of failed experiments as “steps to success.” Sara Blakely credits her father for asking every day, “What did you fail at today?” and celebrating the answers.
Like WD-40, their legacies were born not from perfection, but from persistence.
Closing Thought
The can on your shelf isn’t just a lubricant, it’s a leadership metaphor. Every time you see it, remember: breakthroughs rarely come on the first try. Sometimes, they come on the 40th.
The question is: Do you have the courage to keep going until they do?