Here's a thought: help the customer

Are you a marketer? Read this. (It's the New York Times, so you need to log in, but seriously, if you don't have an account on nyt.com, you should).

This is where marketing's at now. Nike is doing a great job of Bridge-building and Storytelling. The net enables it. Winning marketers will engage in ongoing conversations with consumers, find interesting ways to tell their stories, and will provide services and content that make the lives of their customers easier.