More Than a Can: How WD-40 Built a Culture of Maniacs
By Amy Wartham, UNC Charlotte Director of Corporate Training and Executive Education
We use a lot of WD-40 at our house. I mean…. a lot… a whole lot.
We all know WD-40 as the miracle worker that seems to solve just about every problem. If you’ve ever fixed a jammed lock, silenced a haunted office chair, or rescued a rusted bolt from eternal doom, chances are you’ve used WD-40. But what you might not know is that this iconic blue-and-yellow can comes from a company with one of the most distinctive and admired cultures in business.
Let’s start with the basics: WD-40 Company isn’t just about preventing corrosion. It’s about creating connection, driving purpose, and building culture – the kind of culture that gets written up in business school case studies and earns cult-like loyalty from employees.
At WD-40 Company, employees don’t call themselves staff, associates, or team members. Nope. They proudly call themselves “tribe members” – a term that reflects their commitment to one another, to learning, and to the organization’s shared values. The use of “tribe” isn’t casual; it’s part of a deeply rooted cultural philosophy that emphasizes belonging, accountability, and mutual respect. It’s like a workplace family… except with fewer awkward holiday dinners and way more emotional intelligence.
And then there’s the Maniac Pledge.
Yes, it’s a real thing. And yes, everyone signs it.
The Maniac Pledge is a bold, culture-defining document that spells out how tribe members are expected to show up every day. It goes like this…
“I am responsible for taking action, asking questions, getting answers, and making decisions. I won’t wait for someone to tell me. If I need to know, I’m responsible for asking. I have no right to be offended that I didn’t ’get this sooner.’ If I’m doing something others should know about, I’m responsible for telling them.”
But it’s not just talk. WD-40 Company backs this culture with action. Under the leadership of longtime CEO Garry Ridge, the company created a workplace where psychological safety isn’t a buzzword – it’s a business strategy. Ridge famously coined the term “learning moments” in place of “mistakes.” Employees aren’t punished for errors – they’re expected to reflect on them, learn, and grow. As a result, WD-40 has boasted employee engagement scores that consistently hover near 90%, which is basically unheard of in the corporate world.
And yes…. while they’ve only ever made a handful of products (and, fun fact, WD-40 stands for “Water Displacement, 40th formula”), they’ve managed to spread to over 176 countries with a level of brand loyalty usually reserved for coffee or Taylor Swift tickets.
So the next time you hear a squeak, reach for WD-40 – but also take a moment to reflect: is your workplace as committed to clarity, connection, and culture as the folks behind that little can?
Because at WD-40, the real secret sauce isn’t just the formula. It’s the people who live the pledge.
If you need some help with building your organization’s culture, shoot me an email at awartham@charlotte.edu or check out our Corporate Catalog for our list of program offerings. I’d love to discuss how our corporate training might be able to best help your goals.