At Cognisive Consultants, we believe that strategy does not only apply to grand visions or complex market maneuvers. True competitive advantage comes from applying strategic thinking to every decision — even those that may appear routine.
A classic example comes from a product that many households and industries know well: WD-40.
First created in 1953 by the Rocket Chemical Company, WD-40 was designed to prevent rust and corrosion on aerospace equipment. Its very name — “Water Displacement, 40th Formula” — reflects the persistence required to arrive at the successful blend, perfected only on the fortieth attempt.
What makes WD-40 a fascinating business case is not only its effectiveness as a lubricant, cleaner, rust preventative, and moisture displacer, but also the strategic choice behind how it was protected. Unlike many industrial products that rely on patents, the makers of WD-40 chose secrecy over disclosure.
Patents require publication of exact formulas, which eventually become public once protection expires. Instead of following that path, WD-40’s creators ensured that no official record of its composition would ever exist. The formula was kept a trade secret, reportedly secured in a vault and shared only with a select few.
The result?- Decades of exclusivity. Competitors have tried, but none have perfectly replicated WD-40’s performance.
- Enduring brand power. The air of mystery added to its legend, transforming a functional product into an icon.
- Proof that restraint is strategy. By not choosing the patent route, the company gained an indefinite edge.
This is the essence of what we help organizations achieve at Cognisive Consultants: identifying when to push forward, when to pause, and when to think beyond the obvious. The lesson of WD-40 is that even a seemingly straightforward product decision can become a cornerstone of long-term competitive advantage — if guided by foresight, strategy, and tactical discipline.
At its core, success lies not just in creating something useful, but in choosing how to protect, position, and perpetuate it.
Ready to Turn Routine Decisions into Strategic Advantage?At Cognisive Consultants, we specialize in transforming everyday actions into opportunities for long-term growth. Whether it’s:
We bring the same strategic discipline that turned WD-40 into a legend, helping you make decisions that endure.
Contact us today to discover how thoughtful strategy and disciplined tactics can give your business an edge that lasts.