Truly, simplicity is the key to effective communication. It is admirable that some people have the skill to convey complex concepts in simple, yet effective terms. One such example is a slim volume ( just 185 pages) by Donald R. Keough. Mr. Keough, in his time, was rated as one of America’s most effective executives and served the Coca-Cola Company for many decades, retiring as the President in 1993. He is now the Chairman of the Board of Allen & Company, a New York based investment bank.