Built to Last | Episode 2: The Pivotal Years

Episode 2 of Built to Last explores the pivotal years that helped shape Metalcraft’s future during the 1980s, 1990s and early 2000s.

Former CEO Wally Smeby and Doug Peterson join Steve Doerfler to discuss leadership transitions, the emergence of barcode technology, the company’s first computer systems, ownership changes, strategic planning, and the innovations that helped drive Metalcraft’s growth.

The conversation covers:

• Leadership changes and company growth

• Metalcraft’s transition from paper systems to computers

• The emergence of barcode technology

• The 1993 ownership buyout

• Catalog marketing and business expansion

• Strategic planning and continuous improvement

• Digital printing innovation

• The early development of RFID technology

Along the way, Wally and Doug share firsthand stories about the challenges, opportunities, and decisions that helped shape the future of Metalcraft. From a laser engraving system that literally blew up during testing to the ownership philosophy that kept Metalcraft private and locally led, this episode captures a remarkable period in company history.

Built to Last — The Metalcraft Legacy Series is a four-part podcast featuring current and former Metalcraft CEOs sharing stories about the company’s history, leadership, innovation, ownership culture, and growth over the decades.

Featuring:

• Steve Doerfler

• Wally Smeby

• Doug Peterson