Michael's Robinhood Free Meetinghouse Restaurant would be considered a bad location by most. Rather than being bad for business, Michael makes the off-the-beaten-path historical building good for business.

Topic for Discussion: How does Michael capitalize on his location?

Answer: In addition to creating a fine dining experience, he learns your name. He does this both literally and figuratively. He calls people by name when they come in and he has developed and an opt-in mailing list. These are all customers, and as he says, "I'm vested in their enjoyment."

He has a love affair with food and a wonderful swaggering humility about his work. By giving customers the option to be on his mailing list, he taps into the desire each of us has to be in charge of our lives. We like to control what comes to us in the physical and cyber mail. We respect people who ask us our opinion and those who ask permission to stay in touch with us. An opt-in list is the best way for every small business to stay in touch with repeat customers. Michael spares his customers. His list is approaching 10,000 names, but he only mails twice a year. If 50% of these people come in twice a year, he has a business. His restaurant has been cited as the "Best in Maine" and in New England.

You think about it: How do you communicate with customers now? Would an opt-in mailing list be good for you? How would you go about creating such a list and what would you mail the customers?