02-11-2009: Ask the Tough Questions MEMPHIS, TN (WKNO) - We've all seen examples of brain-storming and thinking outside the box run amuck. Usually because there was no clear objective. No discipline. No matter how good an idea is, someone must know and ask all the right questions and not turn it loose until he has the right answers.

John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to johnmalmo.com. © Copyright 2009, WKNO