About the book: 2013 / Business is actually not very complicated. People make it difficult. To overcome complexity, simplicity is necessary, argue Jack Trout and Steve Rivkin. This Book is about how to highlight the main thing and focus on it. The authors encourage us to remember what we once knew so well: simple solutions are obvious and therefore work great; use your super sense more often - common sense! Drawing on examples from global best practices and interviews with prominent executives, Trout and Rivkin show how to ditch corporate jargon, combat data smog, develop your own vision, and take back control of key elements of your business..