To answer your question, we can't make him do anything, when someone owns a business you would expect the owner to have passion and a sense of pride and determination, the business should reflect the character of the owner.
A successful business comes from true grit, desire and the will power to see your goals to the finish line.
What we are dealing with is a liar, cheapskate, and lazy CEO just going through the motions. Not spending his own money to do anything to better the company, relying on only investors money that needs to see the stock higher, he could care less where the stock is, he has a bottom line to what he will make from the company. He's like an NBA player that just received a phat contract. Can't expect him to do anything to better the team!
I predicted the press release yesterday, and it damn near came out word for word, NOTHING of substance. And NOTHING that will move the stock. He's said several times now in multiple PR's he's moving towards a marketing plan, but Pigs squeal, Cows moo and David Saltrelli Lies, so who knows what to expect yet again.