In sports, when things go wrong, the best coaches say. go back to the basics . Renowned marketing expert Jack Trout has a similar message for managers who are struggling to keep up with today's everchanging business climate: Keep it Simple . Trout advocates the importance of paying attention to the basics and simplifying the processes in order to stay focused on the core business issues at hand. Through case studies and interviews with successful executives, he shows managers how to cut through the jargon, articulate their vision, and regain control of the vital elements of their business in order to make it thrive.