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Failure: The Blog  

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The Failure to Patent a Billion Dollar Formula

September 20th, 2012 - by Robby Slaughter

If you had invented an incredibly popular industrial chemical used by millions of people, you’d probably want it patented. So why haven’t the legal experts at WD-40 registered their invention with the federal government?

It turns out that if you patent something, you give away the secret of how it’s made. From a New York Times obituary of the executive that made the stuff famous:

The company never patented WD-40, in order to avoid having to disclose the ingredients publicly. Its name became synonymous with the product, like Kleenex.

[Former CEO] Mr. Barry acknowledged in interviews with Forbes magazine in 1980 and 1988 that other companies, including giants like 3M and DuPont, made products that closely resembled WD-40.

“What they don’t have,” he said, “is the name.”

Failure is the secret to success. By staying away from the US Patent and Trademark Office, WD-40 was able keep their focus on promoting and marketing their own product, rather than fighting off people trying to copy a public list of ingredients.

patent failure
Photo © tshina.ru

By the way, the name WD-40? It’s another tale of failure and success. The official history page on the company website explains:

It took them 40 attempts to get the water displacing formula worked out. But they must have been really good, because the original secret formula for WD-40®—which stands for Water Displacement perfected on the 40th try—is still in use today.

Failure is the secret to success. And in the case of WD-40, it wasn’t just failure to file a patent and failure to give up after thirty-nine tries—-it was failure of the employees of their customers follow procedure.

Convair, an aerospace contractor, first used WD-40 to protect the outer skin of the Atlas Missile from rust and corrosion. The product actually worked so well that several employees snuck some WD-40 cans out of the plant to use at home.

A little minor employee theft made all the difference for the WD-40 company!

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