Making Innovation Matter

In a recent series of TV ads, Post Cereals declares that it put the "no" in "innovation" by refusing to alter the 118-year-old recipe for its Shredded Wheat cereal. "We're doing the right thing—nothing," proclaims one of the ads. In another ad, Frank Druffel, the fictional CEO, enthusiastically hires a job candidate to lead product development because the candidate has no skills or experience and can therefore be trusted not to change a thing. It's funny stuff, and probably the right move for a basic food product.

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