Habitat for Humanity - CBS This Morning, circa 1990
1/2" VHS color 4:59 minutes
Shows a brief glimpse of former President Jimmy Carter holding a SmartLevel at a Habitat for Humanity project in Mexico.

Applications Loop I, c. 1990
1/2" VHS color 90 minutes (circa 7 minute segment repeated
Rick Feffer demonstrates features and applications of the SmartLevel; Wedge logo appears between segments.

24

25

26

RTC 534.1

OTC 534.1

MT 534.1

Interviewees: Ken Gunderson and Ronald Wisnia
Interviewer: David Shayt, NMAH
Date: June 19, 1995
Location: San Jose, California
Total Running Time: Approximately 1 hour

Ron Wisnia, a designer of semi-conductors and integrated circuits, described his work at a number of high-technology and start-up companies in the Silicon Valley. He also gave a geographic definition of the area and the sense of community felt by its inhabitants. Wisnia described the “Paharo Dunes” experience [Wedge’s New Product Development Conference in 1991], his woodworking experiences, the transition from Wedge to Macklanburg-Duncan, the SmartLevel manufacturing process (particularly the sensor module and the printed circuit boards), Wedge’s overseas manufacturing operations, Rick Shade’s work at Wedge, and his work for Koala Technologies. Ken Gunderson came to Wedge Innovations in August 1989 to resolve the stability and performance problems of the SmartLevel’s sensor. He described working for Macklanburg- Duncan’s SmartTools division, the transition from Wedge to Macklanburg-Duncan, other “Smart” tools, Wedge’s outreach to and help from the university community, and the SmartLevel manufacturing process (particularly its sensor and printed circuit boards).

24

25

26

RV 534.2

OTC 534.2

MT 534.2

Interviewee: Marilyn Crowell
Interviewer: David Shayt, NMAH
Date: June 20, 1995
Location: Palo Alto, California
Total Running Time: Approximately 1 hour

Marilyn Crowell was the executive secretary and office manager at Wedge Innovations for the entire life of the company. She was the first person hired by Andy Butler when he founded Wedge in the basement of his home (218 Cowper St., Palo Alto, CA) in 1985. Crowell experienced the growth of the company as it moved to Scott Road, and later 501 Mercury Road, in Sunnyvale, and lastly to San Jose. She left Wedge on January 31, 1993, having witnessed its sale to Macklanburg-Duncan in November 1992.

On this tape, Crowell discusses how she met Andy Butler when they both worked for Bechtel in San Francisco in 1983, how she came to work at Andy’s new company, Wedge Innovations, and what it was like to work there as the company grew. She also describes Butler’s efforts to secure venture capital and to finance the company with his own money. She relates many details about corporate culture, such as Butler’s personality and management style at length and how he motivated employees. She also discusses SmartLevel packaging design, which was done by Cindy Rogers (Wedge’s graphic designer) and Kevin Reeder (an engineering design consultant).

At the end of her interview, Crowell discusses the end of Wedge Innovations. Andy Butler first offered Wedge to Matsushita, who offered only $50,000 for the company. Crowell describes how Macklanburg-Duncan came on the scene and Butler’s decision to sell Wedge outright rather than see it broken up and all the employees unemployed. She also speculates on Butler’s feelings about the sale of Wedge.

24

25

26

RTC 534.3

OTC 534.3

MT 534.3

Interviewees: Andrew Butler, Stuart McFaul,
Marilyn Crowell and Ronald Wisnia
Interviewer: David Shayt, NMAH
Date: June 20, 1995
Location: Palo Alto, California
Total Running Time: Approximately 1 hour

This tape contains the remarks of Stuart McFaul and Andrew Butler, with occasional comments by Marilyn Crowell and Ronald Wisnia. McFaul was responsible for public relations at Wedge, while Butler founded the company [in 1985]. Butler related how he had been fired by the Board of Directors in June 1992, took back control of Wedge in August 1992, fired the replacement president, Richard Couch, and finally sold the company on November 16, 1992 [to Macklanburg-Duncan].

McFaul and Butler together described what they did before coming to Wedge Innovations, how their formal education influenced their work at Wedge, the company’s New Product Development Conference [in 1991], Smart tools technology, potential consumer markets for SmartLevel and brand name recognition.

Butler alone discussed his reasons for founding Wedge, the limitations of traditional construction tools, marketing the SmartLevel, hiring Ron Wisnia, the process of building Wedge, and the origin of the Wedge name.

McFaul alone discussed the issues involved in the promotion of SmartLevel, Wedge’s direct marketing survey, the cultivation of SmartLevel users, Butler’s efforts in the promotion of SmartLevel, and the design of the products and store displays.

24

25

26

RTC 534.4

OTC 534.4

MT 534.4

Interviewees: Andrew Butler, Marilyn Crowell and
Ronald Wisnia
Interviewer: David Shayt, NMAH
Date: June 20, 1995
Location: Palo Alto, California
Total Running Time: Approximately 50 minutes

Side one is a continuation of the conversation with Andrew Butler begun on tape 3. Butler discusses how the marketing research for the SmartLevel influenced its design, the influence of venture capital on Wedge Innovations, the patent process, and financing a start-up company. He also discusses his childhood, sailing the Pacific Ocean, the influence of Stanford University, his work before Wedge Innovations, the typical life and work style of people in the Silicon Valley, and the nature of entrepreneurship.

Side two is an interview with Andrew Butler with occasional comments made by Marilyn Crowell, his former secretary, and Ronald Wisnia, a former engineer at Wedge Innovations. Since this interview takes place in a public place, there is some background noise that makes listening difficult. Butler discusses the move of Wedge Innovations to its San Jose facility and its ensuing costs, venture capitalists, his assessment of Wedge’s success and failure, his assessment of the consumer market for the SmartLevel, the proposed development of the “Smart Tool” line of products, the deal with Bosch, Rick Shade, and the decision to make the WedgeLevel rails from teak.

24

25

26

RTC 534.5

OTC 534.5

MT 534.5

Interviewees: Andrew Butler, Marilyn Crowell, Ronald
Wisnia and Bill Scott
Interviewer: David Shayt, NMAH
Date: June 20, 1995
Location: Palo Alto, California
Total Running Time: Approximately 1 hour

Andy Butler discusses the use of teak for WedgeLevel rails, the Paharo Dunes New Products Development Conference, the types of builders who attended, how the conference worked, what characterizes good design, criticisms of the SmartLevel, the core constituency for the SmartLevel, the use of software in company management, D2M [Design to Market], the lessons learned from Wedge Innovations and from marketing the SmartLevel, the difference between marketing and sales, the future market and design of digital inclinometers, Work Slate (first laptop computer), the use of digital technology in restaurant operations, the Silicon Valley lifestyle and work style, his own lifestyle and his significant other, Morocco, the early hires of Wedge Innovations (Marilyn Crowell, Rob Nagle, Dan Kellogg, Don Green, Ron Wisnia, and Stuart McFaul), paying Wedge bills with his own credit cards, the Silicon Valley “start-up phenomenon,” the nature of inventive inspiration, Jerome Lemelson, and how people react to failure in Silicon Valley.

Bill Scott is an industrial designer and friend of Andy Butler and was never employed at Wedge Innovations. He did, however, attend the New Products Development Conference, which he discusses briefly on this tape.

24

25

26

RTC 534.6

OTC 534.6

MT 534.6

Interviewees: Andrew Butler, Marilyn Crowell and
Edwin “Win” Siepp
Interviewer: David Shayt, NMAH
Date: Butler et al. interview: June 20, 1995
Siepp interview: June 21, 1995
Location: Butler et al. interview: Palo Alto, California
Siepp interview: Milpitas, California
Total Running Time: Butler et al. interview: Approximately 8
minutes
Siepp interview: Approximately 35
minutes

The first interview is a continuation of the one with Andy Butler on tape 5. Butler and Marilyn Crowell briefly comment on the development of the Wedge logo.

The second interview, which begins approximately 8 minutes into side one and is continued on side two, is with Win Siepp, who joined Wedge in 1989 as Product Manager. He discusses what he did before and after Wedge, his educational background, how he came to be hired by Wedge, key Wedge personnel in 1989, his areas of responsibility at Wedge, the differences between the Pro and Series 200 SmartLevels, the marketing of the Pro and Series 200 SmartLevels, the “materials function” at Wedge, the Home Depot project, Wedge’s market research efforts, the successes and failures of Wedge, the use of aluminum alloy, the evolution of the manufacturing process, problems of teak supply and rail manufacturing, Wedge as a typical example of a high-technology start-up company, the effect of investment on the life-span of Wedge, and the working conditions at Wedge.

24

25

26

RTC 534.7

OTC 534.7

MT 534.7

Interviewee: Rick Feffer
Interviewer: David Shayt, NMAH
Date: June 22, 1995
Location: Sunnyvale, California
Total Running Time: Approximately 1 hour

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.

24

25

26

RTC 534.8

OTC 534.8

MT 534.8

Interviewees: Rick Feffer and Stuart McFaul
Interviewer: David Shayt, NMAH
Date: June 22, 1995
Location: Feffer interview: Sunnyvale, California
McFaul interview: Milpitas, California
Total Running Time: Feffer interview: Approximately 13
minutes
McFaul interview: Approximately 50
minutes

The Feffer interview begins on side one and is a continuation of the interview from tape RTC 534.7. Feffer discusses his age when he started consulting for Wedge, the Series 200 SmartLevel, the durability issue, sales of the Pro and Series 200 SmartLevels, the design of the Series 200 SmartLevel, the weight of the levels, women users of the levels, the purpose and varying uses of the carrying case, his involvement and commitment to Wedge Innovations, working for Wedge, Andy Butler’s leadership style, D2M, and his remodeling work today.

The McFaul interview starts on side one and continues on side two. On side one, McFaul discusses the differences and similarities of working for Wedge versus working for a larger company, the New Product Development Conference, knowledge he gained from working for Wedge (his “real life MBA”), the importance of using metaphor and storytelling in gaining public acceptance for the SmartLevel, the use of students to make promotional videos, the importance of promotional videos, public relations at Wedge, and the unexpected or playful nature of SmartLevel.

On side two, McFaul discusses the testing of SmartLevel and its ruggedness, demonstrating and marketing SmartLevel, the appeal of SmartLevel, the high-technology aspects of SmartLevel, measuring marketing success, marketing priorities, the acquisition of Wedge by Macklanburg-Duncan, worker morale at and loyalty to Wedge Innovations, his leaving Wedge and the end of Wedge, breaking into the “old-boy” network of hardware distribution channels, working for a start-up company, the effect of Silicon Valley on Wedge, creating new business processes at Wedge, the development of the Wedge “look” in products and advertisements, the use of teak for rails, and the future of the SmartLevel.

24

25

26

RTC 534.9

OTC 534.9

MT 534.9

Interviewees: Stuart McFaul and Dale Cheves
Interviewer: David Shayt, NMAH
Date: June 22, 1995
Location: McFaul interview: Milpitas, California
Cheves interview: San Jose, California
Total Running Time: McFaul interview: Approximately 10
minutes
Cheves interview: Approximately 9 minutes

This tape continues the interview with McFaul from tape RTC 534.8. McFaul discusses automation and computer use at Wedge, the user interface of the Macintosh, simplicity and approachability in technology, the impact of SmartLevel on the construction industry, the ruggedness of the SmartLevel, and Andy Butler’s character. The interview with Dale Cheves is also on side one, starting at approximately 10:00. Cheves was hired by Wedge in 1989 to supervise direct sales and customer service. He discusses the 1989 Christmas rush at Wedge, the push to get the product out each year, the 1989 Christmas card idea, direct sales versus dealer sales, his work before and after Wedge, his hiring by George Sun, his educational background, customer service at Wedge, and the 1-800-SMARTLEVEL phone line.

24

25

26

RTC 534.10

OTC 534.10

MT 534.10

Interviewee: Po Chi Wo
Interviewer: David Shayt, NMAH
Date: August 29, 1996
Location: San Francisco, California
Total Running Time: Approximately 64 minutes

Po Chi Wo is a venture capitalist who was a partner in Advent International (Boston) in 1990 when Advent invested in Wedge Innovations. As a result of this investment, Wo had visiting rights to the monthly Wedge Board of Directors meetings. In this interview he discusses Advent’s investment in Wedge. He begins on side one with his own educational background and upbringing, how he became a venture capitalist, his early investment efforts, and how he met Andy Butler in 1990.

Wo continues by discussing how Advent came to invest in Wedge, what was attractive and what was risky about the investment in the SmartLevel, how Advent tried to support Wedge’s operations in Asia, and the significance of Wedge’s Silicon Valley location. Wo also discusses the due diligence process, how venture capital works in general, the “shared risk strategy,” how venture capital firms help start-up companies, and how return on investment is calculated by venture capital firms.

On side two, Wo discusses the expectations of investors in start-up companies, the relationship of the Board of Directors to Wedge and their lack of support for Wedge, the “failure” of Wedge, their lack of management experience, the sale of Wedge, and the possible buyers for Wedge.

He also discusses Andy Butler’s creativity, Wedge’s efforts to promote its growth, marketing and sales of the SmartLevel, appealing to “early adopters” of new technology versus a broad base of consumers, the “FUD factor” (Fear, Uncertainty, and Doubt) by consumers of new technologies, the lack of product stability of the SmartLevel, diversification of Wedge’s product line, international marketing of the SmartLevel, and the future of smart tools. He ends by describing what it means to be an inventor and how the inventor’s artistic drive pushes him or her to overcome his fear of failure.

24

25

26

RTC 534.11

OTC 534.11

MT 534.11

Interviewee: Rick Feffer
Interviewer: David Shayt, NMAH
Date: August 29, 1996
Location: Palo Alto, California
Total Running Time: Approximately 34 minutes

In this interview, Rick Feffer discusses Macklanburg-Duncan’s continuation of the SmartLevel, the future of construction tools and new tool technology, customer resistance to using the SmartLevel, the perception of the SmartLevel as a fragile tool and its durability, the choice of teak for SmartLevel rails, the wedge shape of the SmartLevel rail, the original stand-off clips, and the SmartLevel’s digital bubble.

He also discusses non-construction and machine shop uses for the SmartLevel, its use in Australia, and Andy Butler’s new product, a Robo-Laser level.

Feffer continues with the Wedge’s appearance at the Chicago Hardware Show [in 1991] and the resulting interest in the SmartLevel by Home Depot, training salespersons and setting up Home Depot stores for the SmartLevel, “guerilla marketing,” direct marketing versus retail sales, Home Depot sales of the SmartLevel, venture capital investment in Wedge, other companies interested in acquiring Wedge Innovations, the reason behind the Macklanburg-Duncan purchase of Wedge and the characteristics of Macklanburg-Duncan as a company.