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Gwen Smith Ishmael, Sr. Vice President of Insights and Innovation at Decision Analyst in Arlington, TX, has led marketing and new product development activities in the CPG and technology industries since 1986. She also conceived and developed ground-breaking Web-based promotional vehicles, two of which are patent pending. Gwen holds an MBA in Marketing and is a featured speaker on insights and innovation around the world. Her writings have been featured in international text books, most recently in Managing 4 Ps of Marketing FMCG Sector, and Product Innovation: A Strategic Tool for Growth, by ICFAI Publications, 2006 and 2007, respectively.

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Renee Hopkins Callahan Renee Hopkins Callahan started IdeaFlow and serves as chief blog-wrangler. She is Director of Innovation Services at Decision Analyst in Arlington, Texas, is a former journalist who worked as an editor and reporter for The Dallas Morning News and the Nashville Tennessean, and was managing editor of D, the Dallas city magazine. She has a master's degree in rhetoric and has also taught college-level English and informal logic.
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May 12, 2003

WackyUses.com: WD-40 For Your Mind

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Posted by Renee Hopkins Callahan

We’ve been down this put to other/new uses road before, but it’s a good road and worth another stroll: Here’s a site called Wacky Uses, by former advertising copywriter Joey Green, who’s written a series of books on how to use everyday, name-brand products for other uses.


He’s gathered lots of them, and message boards at the site allow users to post even more. Did you know that Worcestershire sauce removes tarnish from copper; Jif peanut butter doubles as axle grease; Miracle Whip conditions dry hair; Efferdent cleans diamonds; and Spam works as furniture polish?


Green’s site also includes histories of some favorite products. Here’s some backstory on one beloved product, WD-40:


    Norman Larsen, president and head chemist at the Rocket Chemical Company, developed a water displacement formula on his fortieth try, naming it WD-40. The aerospace industry needed a product to eliminate moisture from electrical circuitry and to prevent corrosion on airplanes and Atlas Missile nose cones. The newly developed WD-40 worked so well, engineers working at the Rocket Chemical Company began sneaking it out of the plant for home use on squeaky doors and stuck locks. WD-40 became available to the public in 1958. In 1964, John Glenn circled the earth in Friendship VII, which was covered with WD-40 from top to bottom.

Thanks to Tara Calishain for the link.

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