It seems to emerge as a common theme. A business hits a rough patch when nothing they try seems to work. Then, when all the innovating and experimentation is exhausted, a move back to basics ensues.

In a beverage aisle crowded with functional claims, Fresh Fizz is taking a different approach: simplicity. Founded by Rebecca and Yoni Schwartz, the New York–based soda company is built on a ...

"Just going back to the basics, you know, just trying to simplify everything," defensive tackle and captain Cam Ball said of this week's defensive focus. "Getting the calls out quick, getting lined up ...