I live in a remote area near Yellowstone National Park.  Yesterday,
I had an experience that reminded me why I don’t want to live anywhere
else.  My wife and I went out to lunch at Boondocks, a local
restaurant, with some friends.  We had been to the place before, but it
was the first time for our friends.  We had a wonderful lunch filled
with great conversation.  When it was time to go, my friend pulled out
his credit card — only to find out the restaurant doesn’t take
plastic.  He turned to his wife and said, “Did you bring the
checkbook?”  She hadn’t.  Before I could offer to pay, the owner /
manager of the restaurant said, “Don’t worry.  We take I-O-U’s.”

I thought, “How do you take and I-O-U from someone you’ve never seen
before?”  I mean, really.  Would you?  If you were running a business
and someone forgot their money, would you pipe up and say, “Oh, don’t
worry.  We take I-O-U’s.”  If you live in a small town, you might.  If
you live in a place with over 5,000 residents, I’ll wager that thought
would never cross your mind.

You could look at it this way:  What was the owner risking?  Two
hamburgers with fries — maybe $3 -$4 his cost?  But what did he gain
from the offer?  A customer for life.  I know my friend was impressed. 
By the time we left the place, he was on a first name basis with the
owner and his wife.  Where’s he going to go next time he wants to take
his bride out for dinner?  Of course.  He’ll go back and talk to his
new friend at the restaurant.  From the owner’s perspective that’s a
pretty good risk.  The potential upside is way more than the potential
downside.

But I’m sure the owner wasn’t thinking that way.  He just responded
in a knee-jerk reaction.  That’s what he always did.  It wasn’t some
marketing ploy.  It was a representation of who he was and how he did
business.  That’s why Boondocks is so popular around here.  And that’s
why I live in a small town.  Customer service is king.