ABSTRACT
Advertising executive Sigrid Maxwell, age 31, considered herself a creative problem solver. Sigrid was convinced her combination sleep positioner/wedge could help other infants and be a successful business idea, as well. Her marketing expertise kicked in, and she came up with a name parents could trust: "Sleepright Positioner." She found a national testing laboratory to safety test the new product. The Sleepright website was state of the art when it was created, but as business boomed, Sigrid and her small staff were overwhelmed and had a hard time keeping the website and product instructions up to date. The tragic irony of Alternative Infant Sleep Products is that they were created with the good intention of solving infant safety or sleep problems, but through the ignorance or naivete of their inventors, they can create new life-threatening problems. These problems may go unrecognized for years as Alternative Infant Sleep Products often escape the attention of regulators until multiple deaths have occurred.
