In 1953, Norm Larsen Tried 39 Times to Stop Rust: That One Success Established the Foundation for WD-40

Product histories are uncommon when it comes to everyday items. However, WD-40 is a common product in the United States, and its history revolves around persistence. During his work in San Diego in 1953, a chemist named Norm Larsen had a goal he wanted to achieve. The metal components used in Atlas missiles required a form of rust and moisture protection. It was no lofty ambition but one that revolved around practicality and the Cold War era.

From a legal history synopsis at the UC Berkeley School of Law, the creation of this product was intended to produce a water-displacement formula used by the U.S. government on its missiles.

The long road to one working formula

What sets this story apart is not only the success but also the number of trials required. First, we have to start from the product name itself. According to the engineering history provided by the University of Illinois Urbana-Champaign, WD means water displacement, while 40 stands for the number of attempts made by Larsen and his research team.

This is especially interesting, as it became the cornerstone of the product brand. The very fact that there were 39 failures before success can serve as an additional marketing strategy. Individual research notes were not preserved. However, both sources tell us the same thing: that Larsen and his colleagues had to make numerous adjustments before creating a working formula.

Such an approach to engineering problems is quite common, but it is rarely reflected in a product name.

Why the name still resonates

Another characteristic of the WD-40 brand that makes it easy to remember is its straightforward connection to its origin. Unlike most other brand names, it is not abstract and does not use images. It sounds like a laboratory logbook entry.
According to the source from Illinois, the brand name reflects both the purpose and the process involved in creating the product. The brand name shows what the product is used for and suggests how it was created. This is confirmed by the description from the source at Berkeley Law School, which mentions that the number 40 refers to the number of attempts needed to get the product right.

These explanations show that the core of the brand name is associated more with persistence than perfectionism. This is not typical for consumer goods.

A lesson in persistence

The WD-40 origin story still rings true because it shows that failure paves the way for success. The temptation when considering this story is to concentrate on the end product – one that works consistently and has been proven over time. The real lesson, however, is contained within the journey itself.

What Larsen did was embody a basic concept. Solutions to problems frequently emerge not through epiphanies but through iterations. In addition, this story illustrates how inventions can arise out of very specific objectives. Protection against corrosion was an exact need. Its resolution, however, yielded a much broader solution.

A simple can with a lasting story

WD-40 today has become an indispensable part of many American homes and workshops, where it serves as a means for loosening bolts, decreasing friction, and protecting metallic surfaces. However, the background of its development has been marked by determination and realism.

According to the sources provided by UC Berkeley Law and the University of Illinois, the essence of its invention remains the same. In 1953, a chemist attempted to solve the issue of corrosion and tried out different formulas until he found a solution that would be highly effective.

Although certain minor differences could exist only in the secondary retelling of events, their overall consistency and credibility cannot be questioned. This combination of qualities makes the story very interesting and realistic.
It proves that innovations are usually invented through trial and error. Moreover, it shows how one successful formula could help create a useful product for millions of people worldwide.