Interviewee, Rick Feffer; Interviewer, David Shayt, National Museum of American History
name: label: Collection Interviewer
content: Shayt, David H.
label: Collection Creator
content: Wedge Innovations
setName: label: See more items in
content: Wedge Innovations Records
label: See more items in
content: Wedge Innovations Records / Series 7: Corporate Culture
physdesc: label: Extent
content: 1 Sound recording (Duration 1 hour)
unitdate: label: Date
content: 1995 June 22
container: label: Container
content: Box 24, Item 534.7
label: Container
content: Box 26, Item 534.7
label: Container
content: Box 25, Item 534.7
dataSource: label: Archival Repository
content: Archives Center, National Museum of American History
objectType: label: Type
content: Archival materials
label: Type
content: Moving Images
label: Type
content: Sound recordings
scopecontent: label: Scope and Contents
content: Location: Sunnyvale, California

Rick Feffer discusses his educational and work background, his remodeling work before joining Wedge Innovations, how he came to work for Wedge and appear in the first advertising photographs and videos, the first WedgeLevel promotional video, the Home Builders Show in January 1989, why Macklanburg-Duncan bought Wedge Innovations, the importance of dealer training and product demonstration for selling SmartLevel, working for Wedge, the durability issue for the SmartLevel, the influence of product demonstration on the evolution of product design and quality control, promoting the SmartLevel, consulting for Macklanburg-Duncan, customer service, Zircon (his current employer), Macklanburg-Duncan's change of SmartLevel design, origin of the Wedge name, the use of owner registration cards by Wedge for market research, brand name recognition of SmartLevel, the "failure" of Wedge Innovations, the influence of investors on Wedge, the New Products Development Conference, sales strategies, alternate uses/markets for SmartLevel, learning on the job, the Habitat for Humanity Project in Milwaukee and meeting Jimmy & Rosalyn Carter [1989], teak for WedgeLevel rails, stand-off clips for WedgeLevel, cherry wood rails, Stabila and Bosch versions of SmartLevel, offshore manufacturing of rails and quality control problems, working the "Christmas rush," the lasting impact of SmartLevel on the hand tool industry, the SmartLevel carrying case, and the early store displays.