John Barry didn't actually invent it, but you certainly know about the ubiquitous WD-40 because of him
A TEAM led by Norm Larsen invented WD-40 for the San Diego, California-based Rocket Chemical Company in 1953 as a lubricant and a protectant; the product's name stands for "water displacement" attempt 40.
Initially the product was only used for industrial applications and sold in bulk, as rust and corrosion protection for rocket hulls. It was noticed that the employees of Rocket Chemical's customers were "borrowing" the product to use at home - and for a wide variety of applications - and Larsen had the company begin selling retail in 1958.
How many uses does WD-40 have? Rather than a list, let us look to art: In last year's film Gran Torino, there is a scene where the grumpy, old retired autoworker (played by Clint Eastwood) teaches the boy from next door a valuable lesson. In his garage workshop, Clint gives the kid some vice-grip pliers, a roll of duct tape and a can of WD-40, saying, "Any man worth his salt can do half of the household chores with just those three things."
And you don't get that kind of recognition by having a product nobody knows about.
Build a better mousetrap, and the world may not beat a path to your door. No matter how good your idea is, it is nothing if it never leaves the workshop. You have to market the heck out of it.
John S. Barry, the man responsible for the global awareness of WD-40, called a "superlube" by Wired magazine, passed away early in July, at the age of 84.
With 20-20 hindsight it almost looks like WD-40 and Barry were made for each other. He joined the company as president and CEO in 1969, and the first thing he did was change the name Rocket Chemical to the WD-40 Company. That year sales were $2m, and when he retired in 1990, they were $90.9m. Revenue for 2008 reached over $317m.
Barry was fiercely protective of WD-40 and promoted it extensively, even giving it away. "When you have a good product, don't tinker with it," he noted.
He didn't take the advice that a one-product company was a bad investment, but nor did he patent the formula: because to do so would be to reveal the secret ingredients. He said, "Competitors can't shoot you off the fence if they can't get you in their sights."
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