We've been seeing and listening to a lot of bad press about Wal-Mart (NYSE: WMT) for quite some time now. We've watched it toss out two major advertising firms without much explanation. We've watched it cut its margins in electronics and pharmaceuticals. We've watched its same store sales numbers flounder. We've seen it endure public relations assaults from the union and from political loud-mouths. It seems that an unending stream of bad news surrounds Wal-Mart. No one seems to have come to its rescue. Excuse me for being so bold, but someone must be doing something wrong.

What is required to get the good ship Wal-Mart back on course and up to full steam again? Ask around and you'll get precious few good answers. Have the folks in charge over there become so engrossed in stamping out their little brush fires that they've forgotten they have a business to successfully run? Hey Wal-Mart, I'll give you a hint: The best advertising agency in the world isn't going to save your asses if you continue being stupid about what you're doing. Your two big strategies of building new stores and trumpeting price roll backs have played out, folks. It's time to put your thinking caps on. Let me get the ball rolling for you.

Imagine an advertising campaign centered around the statement: Wal-Mart has created the most comprehensive and affordable health care plan ever offered to retail employees. Let your detractors get a hold of that! Yeah, it would cost you some money but it would put you in the drivers seat on the issue. Every other major retail chain would be put on the defensive. They'd be running willy-nilly trying to match what you have done. You would be in a position to point at your competition and ask why they don't treat their employees as well as you do. People would find new pride dropping their money at your doorstep. Take a lesson from SC Johnson Wax. They treat their employees like royalty (or at least not serfs!).

Next, instead of trying to broaden your focus and assuming that you can find some way to romance the jet set to shop your stores, why not simply build lease space on your spacious store campuses and invite the high end retailers to set up close to you? You don't sell the same class of goods, what harm could it do to your business? It's worked for the big malls for many years. Invite those who specialize in the expensive trends to locate closer to you. In the end, it'll increase your foot traffic. If you're smart about it and can restore your reputation and respect, you could even buy interest in some of those high end retailers and kick things up a notch.

You have shown some interest in organic foods and I've heard tell that you're considering restaurants in some of your stores. Here's a novel idea -- create your own branded chain of strictly organic, in-store snack and sandwich shops. You certainly have the resources. Offer organic health drinks and specialized snacks which cater to the health conscious among us (and having some kosher items available would be a good idea too). Remember the old avenue delicatessens? Yeah, that's what I'm talking about. Wal-Avenue Delicatessen, I can hear the cash registers now.

I could go on all day with this stuff but I have other things to write about. I'll leave you to ponder these concepts Wal-Mart. Go ahead, brain storm and toss my ideas around. I only want to see you get the naysayers off your backs. Nobody is winning in this game of pulling rugs from under each other, it's time for some work to get done. Stop flirting with corporate domination and get back to your creative capitalist roots. Just remember that for long-term success you're going to have to spend a few more dollars and the winners always serve their people first. I'm counting on you guys to swallow your pride and get the job done. Please don't let us down.