The WD-40 Mindset – Why 39 Failures Were the Key to Success

Failure is often feared, avoided, and even punished in traditional business cultures. But what if failure wasn’t the enemy? What if, instead, it was the necessary path to innovation, resilience, and long-term success?

Consider the story of WD-40, one of the world’s most recognized products. Its name stands for "Water Displacement, 40th Attempt", because the first 39 formulations failed. Thirty-nine experiments. Thirty-nine versions that didn’t work. Thirty-nine opportunities to quit.

But they didn’t quit. And on the 40th attempt, they got it right.

This story embodies what psychologists and leadership experts call a growth mindset, the belief that skills, intelligence, and even success are not fixed, but developed through effort, learning, and resilience.

The Science of Failing Forward

Dr. Amy Edmondson, Harvard Business School professor and author of The Fearless Organization, argues that failure is not just inevitable, it’s essential for learning. She defines three types of failure:

Preventable Failure – Mistakes that result from lack of discipline or disregard for best practices. Complex Failure – Failures that arise from unpredictable variables in dynamic environments. Intelligent Failure – Purposeful, well-designed experiments that push boundaries and generate new insights.

The secret of WD-40? They embraced intelligent failure, iterating, testing, and refining until they found success.

Imagine if they had stopped at attempt number 10, or even 20. The world wouldn’t have one of the most widely used lubricants, relied upon in industries from aerospace to home improvement.

What Separates a Growth Mindset from a Fixed Mindset?

Dr. Carol Dweck, one of the most respected voices in psychology, introduced the concept of growth vs. fixed mindsets in her groundbreaking research.

Fixed Mindset:

• Believes abilities are static

• Avoids challenges

• Fears failure because it reflects on their competence

Growth Mindset:

• Views abilities as developable

• Embraces challenges as learning opportunities

• Sees failure as a stepping stone to mastery

The WD-40 story is proof of a growth mindset in action. Their repeated failures weren’t viewed as dead ends but as lessons that ultimately led to success.

Failure in Leadership: Lessons from My Own Journey

In my career, I’ve seen the difference between cultures that punish failure and those that embrace it.

As Managing Director at 1st National Bank St. Lucia, we faced an uphill battle to turn the bank around from regulatory capital challenges to profitability. Every decision carried weight, and not all of them worked as planned. But instead of fearing failure, we analyzed missteps, adjusted strategies, and remained committed to long-term success. That growth mindset led to record-breaking achievements, including the successful acquisition of RBC’s banking business and recognition of our achievements on a global scale by winning The Banker, Bank of The Year Award for 3 consecutive years.

Similarly, in my current role at Unicomer OECS, our most successful initiatives didn’t happen on the first try. In our biggest sales seasons, we continuously refine strategies based on what worked and what didn’t. Every misstep is a data point, a stepping stone toward a better approach.

Success isn’t about getting it right the first time, it’s about staying in the game long enough to figure it out.

Building a Growth Mindset in Your Organization

So how do we foster the WD-40 mindset in leadership and business?

Reframe Failure as Data: Every setback provides valuable feedback. The key is to analyze what went wrong and adjust accordingly.

Encourage Psychological Safety: Dr. Amy Edmondson’s research shows that high-performing teams create an environment where failure is seen as a natural part of learning, not something to be feared.

Reward Iteration, Not Just Outcomes: Many companies only celebrate success. But true innovation happens when we acknowledge and reward progress, even if the final breakthrough isn’t immediate.

Lead by Example: If leaders never admit mistakes or setbacks, employees won’t either. Growth cultures start from the top.

Final Thought: The Power of 40 Attempts

The difference between those who succeed and those who don’t isn’t just talent, intelligence, or luck, it’s persistence in the face of failure.

Imagine if you stopped just one attempt too soon.

The question isn’t whether you’ll fail. You will. The question is; Will you get up and try again?

At #TheExceptionCode, we believe that the path to exceptional success is paved with failure, but only if you have the courage to keep going.

What’s one failure that taught you a valuable lesson? Let’s talk in the comments.

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