At Shoes for Crews’ closet-sized lab in its penthouse office, Chief Executive Matt Smith oversees a demonstration of the skid-proof rubber soles invented by his company.
An executive slathers Crisco on a piece of tile, then shows how easily a competitor’s top-of-the-line sole slides across the treacherous surface. A fresh layer of Crisco is added, but the Shoes for Crews sole doesn’t budge.
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