HATTIE: Hi. I'm HATTIE Bryant. Every week, our goal is to inform and inspire. It's to take you inside the mind of a business owner who created something out of nothing.

It's to introduce you to the country's most fascinating men and women who are the creators of wealth and works. They are the people who are always thinking, `How can I do this better?' They are never satisfied. They're in pursuit of perfection, even though they know it's an unachievable and lifelong goal. Steve Hoffman, founder of Modern Postcard, is an artist turned businessman. He's a deep thinker, a strategist and a tactician. You'll now see what happens when one person gets everybody thinking about how they can do things faster, cheaper and better.

STEVE HOFFMAN (Founder and Owner, Modern Postcard): (Voiceover) Fortunately we started with technology first. When we went to Modern Postcard, the only way that we could do it was to have everything internal be digitized. Everything was digital from the very beginning with Modern Postcard.

HATTIE: (Voiceover) Steve Hoffman is founder and owner of Modern Postcard. He has 250 employees who produce over 100 million postcards a year for some 150,000 customers. 1993?

STEVE: Yes, 1993...

HATTIE: You said, `We're going out there. We're not staying with old stuff. We're going forward.'

STEVE: If you're going to get 32 images on a plate, how do you get that? The key things with color is it has to be in a register, and the color has to be good. And the only way you can do that is through digital technology. We solved the problems back in 1993, '94 in terms of doing that. And so internally, we had a completely digital work flow. Now it's a question of, `How do we take people's information and stuff from the outside inside,' because we already knew where the landmines were.

HATTIE: (Voiceover) At their website, Modern Postcard's customers are invited into the digital workflow. Choose build online. Stock artwork is provided, or you can send in your own photos and artwork. No constraints, optimization all the way. Write your copy. Submit the card and pay with your credit card. And, you can email your mailing list so that you never lift another finger until you receive your own copy in the mail.