The world’s most versatile lubricant—only a handful of people know its formula.

As a lubricant, its fatal flaw is volatility: it evaporates, not only failing to provide lasting protection but actually attracting and concentrating dust and grime. Strictly speaking, it functions more like a solvent or cleaner than a true lubricant—after all, 'WD' stands for 'Water Displacement,' not 'Long-lasting Lubrication.' This is why, on internet forums, someone inevitably jumps in to correct: 'WD-40 is NOT a lubricant!'—sparking protracted debates. Technically, it does contain lubricating components, and its short-term effect after spraying does reduce friction. But if you’re seeking long-term lubrication, white lithium grease, silicone oil, or graphite lubricants are far more professional choices. So what is WD-40’s real competitive edge? The answer may lie in brand recognition, ubiquitous distribution, and its 'good-enough-for-most-things' jack-of-all-trades positioning. As one commentator put it: it’s not the best—but it’s readily available on any supermarket shelf, affordably priced, and poses minimal skin irritation. When your entire toolkit consists of a hammer and a can of WD-40, it’ll solve most problems that fall under the category of 'close enough.' That’s precisely its secret to success. In a market saturated with highly specialized products, WD-40 occupies a unique niche: it’s the Swiss Army knife of the garage, the universal backup in every household toolbox—not the best in any single domain, yet 'good enough' across an astonishingly wide range of scenarios. And that 'secret formula,' supposedly locked in a bank vault and requiring a horseback ride through Times Square to unveil? Its true value may have long transcended mere chemical composition—it has become part of the brand’s narrative, a carefully crafted legend lending each blue-and-yellow aerosol can an aura of mystique. In the business world, sometimes convincing people you possess a secret is more valuable than possessing one at all. For seventy years, WD-40 has built an almost unreplicable brand moat using a simple name, a mysterious formula story, and an all-purpose product positioning. As for that notebook documenting the fortieth successful formulation attempt—it likely remains quietly stored in a bank vault in San Diego. And every new CEO, upon being granted permission to glimpse it, treats that moment as a career highlight—even though, like the rest of us, they probably won’t understand a word of what’s written inside. References: 1. https://files.wd40.com/pdf/sds/mup/wd-40-multi-use-product-aerosol-low-voc-sds-us-ghs.pdf

On Aviation Maintenance Tools (I): Do You Know WD-40—from Outer Space to Your Home?

WD-40 stands for 'Water Displacement, 40th formula'—a waterproofing and rust-prevention agent developed on the fortieth attempt. Originally invented by Norm Larsen in 1953 for the U.S. Titan rocket program, the '40' reflects the fact that the first 39 attempts failed to meet requirements. Because WD-40 was initially developed for military use, it wasn’t sold commercially until five years later—in San Diego. Its parent company was originally named Rocket Chemical Company; thanks to WD-40’s strong ties to aviation and its exceptional water-displacement performance, the company rebranded itself as WD-40 Company. In 1964, NASA selected WD-40 as its designated water-displacement and rust-inhibiting product during a procurement tender—propelling WD-40 into the spotlight once again and expanding its reach from the U.S. domestic market to 176 countries and regions. Today, WD-40 boasts over 60 years of history. In the United States, statistics show that four out of every five households use a WD-40 product—testament to its unshakable status in American homes. The WD-40 Company went public on the NASDAQ in 1973 based solely on this single product, and—thanks to its outstanding U.S. market performance—was ranked among the top ten most profitable companies in 1993. This speaks volumes about WD-40’s devoted following in America. Yet association with aerospace alone cannot explain why WD-40 uniquely rose above its competitors. Like virtually all successful enterprises, WD-40’s triumph stems not just from product quality, but also from masterful commercial strategy—and WD-40 is no exception. Its formula is protected in the U.S. as a trade secret—not a patent—just like KFC’s fried chicken seasoning or Coca-Cola’s ingredient blend. The reason is simple: patent applications require full disclosure of ingredients and proportions. Thus, since its inception, WD-40’s ingredient list has been kept under lock and key in a bank vault in California, accessible only to a select few senior executives. In fact, curious chemists have long analyzed WD-40’s composition using spectroscopic methods. Yet—as with Coca-Cola, whose secret formula is widely known yet still commands premium loyalty—knowing the exact recipe changes nothing: people buy the brand, not just the chemistry. Americans’ affection for WD-40 far exceeds ordinary consumer enthusiasm. They’ve even formed fan clubs and compiled over 2,000 documented uses—many wildly imaginative: using WD-40 as engine oil (?), as pigeon repellent (??), or as cockroach killer (???). Many of these stretch far beyond WD-40’s core functions of water displacement and rust prevention.