Employees need to know everything! Oh sure, there are a few, very few, things the employees shouldn't know. But your company is actually in the hands of your employees. Do they share, passionately, in the company's vision? Do they know, really know, how to be a good employee-what's expected of them? Do they know the company's goals and how they benefit by the attainment of those goals? Do your systems give your employees the support they need to do a superior job?

It has been my experience that more than 95% of employees want to do a superior job. The other 5%? They exist, but you fire them. Do you suppose that BMW could continue to manufacture a superior product without the wholehearted support of the employees? BMW claims to build "the ultimate driving machine". Their employees, every one of them, believe in that statement. And not surprisingly the come very close to their goal with every automobile.

If this isn't enough information I can only recommend you to reread Drucker, or any of the other established leadership figures. There are many good books on leadership-pick one. Then another. And another. Keep at it. Leadership is learned. We could argue about certain personality traits, but for the most part leadership is a skill. Work on building your skills and your employees will build you one hell of a company.

NO U.S.P. (Unique Selling Proposition)
HIT AND MISS advertising.
FORGETTING THE NUMBER ONE GOAL of a business is to grow and maintain a base of customers.
UNDERSPENDING OR OVERSPENDING on advertising.
TOO MUCH PROMOTION—especially when you think it is advertising.
THINKING LIKE A SELLER instead of a buyer.