Originally published on Forbes

Quick: You’re selling a commodity in a declining industry. What do you do? Stick with the old ways of doing things until you inevitably close up shop?

No way, says Sergio Pereira, VP of merchandising at online office-supplies company Quill.com, a subsidiary of Staples. “If you ever believe that you’re in a company where the top executives were telling you that what they produce is a commodity and you cannot innovate and you cannot differentiate, you’re at the wrong company,” he recently told marketing students at the Kellogg School of Management. “You can always innovate, you can always differentiate.”

And that’s exactly what Quill.com has done. A year ago, it started selling its paper under the brand Dunder Mifflin—the name of the fictional paper company that has had a starring role in the NBC sitcom, “The Office.”

See Quill’s assortment of Dunder Mifflin products at Quill.com.