The User Conspiracy

In 1953, Rocket Chemical Company aimed to create a rust-prevention solvent for nuclear missiles.

The plan was simple.

The execution... wasn't.

It took 40 attempts.

They failed thirty-nine times before they cracked it. They named it WD-40—Water Displacement, 40th formula.

The brand became the failure count.

But here's the twist: WD-40's real success came from abandoning the plan.

Employees started sneaking it home for squeaky hinges, stuck zippers, and everything except nuclear missiles.

The company could have said "stick to the plan."

Instead, they followed the users.

WD-40 has 2,000+ uses that nobody planned for.

The lesson?

Their rigid plan would have built a niche military contractor.

Their willingness to follow emergence built a global empire.

The best opportunities aren't in your roadmap.

They're in the failures you're willing to learn from...

All 39 of them.