In previous articles about Johnson’s Baby Powder and Picasso’s Blue Period, I discussed serendipity as a rich phenomenon that is central to entrepreneurial and artistic processes. In this article, I will discuss another case study of ideas born by chance and reinforced by casual observation and customer input.
One of America’s Favorite Cereals was Invented by Fortuitous Accident
Will Keith Kellogg invented corn flakes in 1894 at a sanitarium in Battle Creek, Michigan. Will worked there as an assistant to his brother Dr. John Harvey Kellogg and helped research patients’ diets.
One day, while making bread dough at the sanitarium, Will accidentally left boiled wheat sitting out overnight unattended. When he returned to roll the wheat into dough, he discovered that it had dried out and was flaky. Interested to see what would happen, Will passed the flaky dough through the bread rollers and baked them to create a crunchy snack. He seasoned the flakes with salt and fed them with milk to the sanitarium’s patients. The wheat flakes were an immediate hit. Indeed, after some patients left the sanitarium, they ordered Kellogg’s flakes by post.
Will Kellogg’s Entrepreneurial Ingenuity
Will Kellogg then tinkered his recipe for wheat flakes and ultimately settled on using corn in place of wheat as the flakes’ main ingredient.
In 1906, Will Kellogg launched “The Battle Creek Toasted Corn Flakes Company.” In addition to inventing corn flakes, Kellogg had a genius for business and marketing. He was a pioneer in testing markets, sampling products, using multi-color print advertisements, and developing innovative marketing campaigns.
Kellogg was keen on using slogans to promote his company’s products. In 1907, he introduced a marketing campaign that declared, “Wednesday is Wink Day in New York.” Every woman who winked at her grocer on a Wednesday received a free packet of corn flakes. Corn flakes sales skyrocketed.
Will Kellogg was also a prominent philanthropist and, in 1934, started the W. K. Kellogg Foundation.
The company Will Kellogg founded eventually became Kellogg Company, a prominent cereal and convenience foods multinational.

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Vincent embarked upon his artistic career at the somewhat advanced age of 27. According to 



Vincent was raised in a religious and cultured atmosphere. Growing up, he possessed a difficult temper and lacked self-confidence. All through youth, Vincent struggled to find his place in the world. This was a precursor to his life-long struggle to find meaning and establish some kind of harmonious relationship with the outer world.
For the next nine years, with Theo’s financial and emotional support, Vincent traveled around Europe teaching himself to draw and paint. He struggled financially and even starved sometimes after spending the entire stipend that Theo sent him on art supplies rather than on the necessities of living. After a great deal of meticulous experimentation and assiduous practice, Vincent developed his artistic expertise to a level where he could execute art swiftly.

