"We want to keep everybody here running hard after the ball. And to do that, we have to be willing to have a few mistakes," he says. "I think it'd be fun for people to hear Cody tell a story of the mistake that I'm thinking of." The company sent 10,000 postcard invitations to an event where they just had to scan the QR code and did this. Of those 10,000 addresses, more than half came to the event.