How do you head off a marketing disaster? We believe it’s by asking—and answering—a few simple questions. Most important? When discussing a new assignment, have everyone in the meeting answer this: “How will we know if it works?” Get more hits on your website? Increase sales of a particular product? Get more inquiries? You’d be amazed that even members of your own team won’t agree what the objective of the assignment is. Do you ask the simple question – How will we know if it works?