“You ever buy a cereal that had a foil liner on the inside?” Jerry asked not long ago. He was a materials analyst who designed boxes to increase the shelf life of freeze-dried foods and cereals. This was back in 1966, when Jerry, as he is known, worked for Kellogg’s in Battle Creek, Michigan. ![]() Gerald Selbee broke the code of the American breakfast cereal industry because he was bored at work one day, because it was a fun mental challenge, because most things at his job were not fun and because he could-because he happened to be the kind of person who saw puzzles all around him, puzzles that other people don’t realize are puzzles: the little ciphers and patterns that float through the world and stick to the surfaces of everyday things.
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