![]() “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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