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'No' in innovation? Beware of new?
I was reading the September/October 2009 issue of AARP Magazine, when I came across the last page which is an ad for Post Vanilla Almond Shredded Wheat. I was intrigued by the title of the ad page “Beware of New.” The ad proffers the notion that “being new is not always a good thing.” The ad provides an example: “Instead of creating more free time, new technologies have made it harder to leave our jobs at the office.” The ad asks, “Why on earth would anyone unleash something new?”
I continued reading this ad and it turns your thinking upside down because it contends being the same for 117 years is a good thing. Post has used the same original ingredient since 1892 – “fiber-rich 100% whole grain wheat.” Whole wheat grains are good for you, so why is there a need to change, to be innovative? The ad ends signed by “Frank Druffel” with the caption under his name “We put the ‘no’ in innovation.”
Okay, this ad really got me hooked. Then, at the very bottom of the page it said, “See Frank in action at ThePalaceOfLight.com.” I invite you to visit this site because there are several short video clips of Frank with employees of the company contending that “progress is overrated.” Frank’s rationale is clever, filled with examples, very convincing, and entertaining. But, it drives the message that the 117 year-old Post Shredded Wheat is not into innovation. What was good for you back in 1892 is still good for you the way it is in the 21st century.
This ad and website definitely is counter to what is believed to be a success in the marketplace – be innovative or die. Or is it? Explore yourself and let me know. I’m pleasantly stumped!
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Kevin,
What I take away from this brilliant ad campaign is that organizations do not need to change for the sake of change itself. Change should be customer driven and companies need to remind themselves of their core competencies and what differentiates them from the competition from their customer's perspective.