Snap, Crackle, and Pop to Success: How Kellogg Built a Cereal Empire
Snap, Crackle, and Pop to Success: How Kellogg Built a Cereal Empire
Marketing: Kellogg was not afraid to be daring, especially when it came to his advertising. By resorting to free coupons and unique promotions – before his product was even in stores – Kellogg pushed the boundaries of acceptable advertising and caught people’s attention.
Risk: Kellogg hardly knew the first thing about baking, but when he stumbled upon a recipe for corn flakes, he knew he was on to something. Even when the rest of the world told him he was crazy for pursuing it as a business idea, he persisted. In the end, it was Kellogg’s willingness to be different that took him to the top.
Innovation: Kellogg would spend hours in the test kitchen of his brother’s Sanitarium, experimenting with new ingredients and recipes. He took the time to try new things, to follow his hunches, and to never stop searching for that next big thing. Even where a product came about as the result of an accident, it took the inquisitive eyes of Kellogg to take that accident and turn it into an asset.
Fortitude: The Kellogg success story is notably also a story of intense sibling rivalry. The competition between J.H. and Will Kellogg only grew stronger throughout their lives. But whereas his older brother refused to accept his success, Kellogg maintained focused and plowed away at his own goals, eventually demonstrating that the best revenge is living well.
People: Kellogg was a strict boss, but he also took care of his workers as if they were his own family. He was one of the first in the corporate world to begin offering such bonuses as nurseries and dieticians. Kellogg was also stoutly devoted to charity, and left most of his fortune to people who had less them him in life.
When Kellogg first approached his older brother with the idea for expanding their new cereal business, he was met with resistance. “Let’s be content with a small business,” he was told. Why did he want to risk their fortune on toasted wheat flakes?
Kellogg himself had doubts about his own capabilities. “I am myself lamentably ignorant,” he once told his son. “The competition in the business world is such that the people with good educations are usually those who succeed.” Then, there was also the fact that he was already well into his 40s. But Kellogg chose to ignore his brother, to ignore his own self doubts, and to continue working towards his goals.
Today, Kellogg remains the number one breakfast cereal maker in the U.S., with some of the most popular brands under its control, including Frosted Flakes and Rice Krispies. More recently, the company has also branched out into the snacks and non-cereal products, with lines such as Eggo waffles, Nutri-Grain bars, and Pop-Tarts.
Snap Crackle and Pop to Success How Kellogg Built a Cereal Empire
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He dropped out of school and was always considered to be the “dim-witted” child in his family. So how did this boy so destined for failure rise to become one of America’s most well-known entrepreneurs?
Marketing: Kellogg was not afraid to be daring, especially when it came to his advertising. By resorting to free coupons and unique promotions – before his product was even in stores – Kellogg pushed the boundaries of acceptable advertising and caught people’s attention.
Risk: Kellogg hardly knew the first thing about baking, but when he stumbled upon a recipe for corn flakes, he knew he was on to something. Even when the rest of the world told him he was crazy for pursuing it as a business idea, he persisted. In the end, it was Kellogg’s willingness to be different that took him to the top.
Innovation: Kellogg would spend hours in the test kitchen of his brother’s Sanitarium, experimenting with new ingredients and recipes. He took the time to try new things, to follow his hunches, and to never stop searching for that next big thing. Even where a product came about as the result of an accident, it took the inquisitive eyes of Kellogg to take that accident and turn it into an asset.
Fortitude: The Kellogg success story is notably also a story of intense sibling rivalry. The competition between J.H. and Will Kellogg only grew stronger throughout their lives. But whereas his older brother refused to accept his success, Kellogg maintained focused and plowed away at his own goals, eventually demonstrating that the best revenge is living well.
People: Kellogg was a strict boss, but he also took care of his workers as if they were his own family. He was one of the first in the corporate world to begin offering such bonuses as nurseries and dieticians. Kellogg was also stoutly devoted to charity, and left most of his fortune to people who had less them him in life.
When Kellogg first approached his older brother with the idea for expanding their new cereal business, he was met with resistance. “Let’s be content with a small business,” he was told. Why did he want to risk their fortune on toasted wheat flakes?
Kellogg himself had doubts about his own capabilities. “I am myself lamentably ignorant,” he once told his son. “The competition in the business world is such that the people with good educations are usually those who succeed.” Then, there was also the fact that he was already well into his 40s. But Kellogg chose to ignore his brother, to ignore his own self doubts, and to continue working towards his goals.
Today, Kellogg remains the number one breakfast cereal maker in the U.S., with some of the most popular brands under its control, including Frosted Flakes and Rice Krispies. More recently, the company has also branched out into the snacks and non-cereal products, with lines such as Eggo waffles, Nutri-Grain bars, and Pop-Tarts.
Snap Crackle and Pop to Success How Kellogg Built a Cereal Empire
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Dianne CramptonDianne Crampton is an executive leadership coach, team culture consultant, author and president of TIGERS Success Series, Inc. Dianne has been helping CEO's and Executives connect their employees to their core values and goals for over 20 years using the trademarked TIGERS team culture process, which stands for trust, interdependence, genuineness, empathy, risk and success. To download a free white paper on behaviors that build strong teams and behaviors that will predictably tear them down go here. Dianne's contribution to the 2010 Pfeiffer Consulting Journal (an imprint of John Wiley and Sons Publishers) entitled TIGERS Hearted Teams is available in November 2009. Her new book TIGERS Among Us: 5 Winning Business Team Cultures And Why, Three Creeks Publishing will release in March 2010. To receive publishing discounts, subscribe to the free TigerTracks Newsletter here. - Visit Dianne Crampton's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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