Raymond Melissa, founder of Melissa Data Software, sells his mailing-oriented software products through his Mailers Software catalog. It made sense to obtain an 800 number that's easy to remember and associate with his company (excellent products ... I highly recommend his catalog and services). So he obtained the number 800-MELISSA. Made sense ... and easy to remember. But almost immediately he started receiving thirty to forty phone calls a day from teenage girls named Melissa who were experimenting with their phones to see if their name spelled out a real phone number. Harmless fun, but Ray had to pay for all those incoming phone calls. He obtained and posted a new 800 number in his next catalogue (800/443-8834 [now he can be reached at 800/800-MAIL) but retained the 800-MELISSA number. Figuring he had a potential new market on his hands, Ray checked with a list broker and discovered he could rent a list of 200,000 women and girls named Melissa. Not one to stand still with this information, he contacted some "private label" manufacturers who would create products with the Melissa label on them -- mainly hair care and beauty products. Then he approached companies that could print or stitch "Melissa" on various types of clothing and consumer products. Voila! A new "Melissa" catalog along with only products carrying the Melissa name, or ones that can be imprinted or stitched with Melissa on them. And, of course, the number will be 800-MELISSA. If it works, expect to see 800-RAYMOND in the near future, as well as a slew of other "Personal Brand" catalogs. Talk about creating your own opportunity out of a potential problem. Way to go Ray!