Almost all effective marketing works from the outside-in. Instead of the company telling customers what the customer should want, the company researches what the customer wants. But what's the best way to get this information? Listen to your employees and spend time with customers in stores. Most good ideas come from employees or customers, not from management.

John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. For more about Mr. Malmo - and to obtain a copy of his book of 110 two-minute business pearls - go to johnmalmo.com.