Dr. John Harvey Kellogg thought his younger brother was, well, a bit of a flake. But Will Keith Kellogg firmly believed that the crunchy breakfast dish he and John accidentally invented had strong commercial potential. Not so, said the good doctor, who served the wheat flakes to patients at his Battle Creek, Mich., sanitarium. Ultimately, however, it was a patient who decided in 1897 to milk the breakfast cereal idea for profit. His name: Charles William (C.W.) Post.