“We put the ‘no’ in innovation!” The good people at Post Cereal have a new twist on innovation…NOT innovating as a statement of the products ubiquity and staying power. “Some things just weren’t meant to be innovated." How could I resist? It was just too tempting to use systematic innovation on this simple product, especially in light of the perception that it should not be innovated. Though the ad campaign is a spoof, I wonder just how much the people at Post really believe this. What if shredded wheat could be innovated to create new growth potential for this sixty year old product?