My friends and I came up with a novel discount idea once for another friend's store. We suggested that there should be a discount for not being a particular guy whose name was Steve. We suggested that customers should be issued cards that had a driver's license-sized photo of Steve on it and, right next to it, an open hole cut in the card of a size similar to the Steve photo. To claim the Not Steve Discount, you hand your card to the cashier and he looks through the hole, framing your face. If the face in the hole doesn't match the face in the photo, you get 10% off....because you're not Steve.