A bootstrapping young startup, Blue Ribbon Sports, is set to introduce their brand new line of running shoes at one of the largest industry trade shows of the year. They’ve spent years perfecting the look, feel and performance of their high-quality sneakers. As they begin to setup their booth, they discover there’s been a huge mistake. The manufacturer has screwed up their first batch, and this defect can be found in every single one of their shoes on display. With no other choice but to make the best of this gut-wrenching situation, Phil, the CEO and founder of Blue Ribbon, helps his team to focus on selling the product.