(FORTUNE Small Business) – Just when you had gotten used to thinking outside the box - or at least demanding that others do so--along comes Douglas Rushkoff with the news that it's time to head back inside. In his unsubtly titled book, Get Back in the Box, the futurist contends that effective entrepreneurs ought to turn away from the endless--and endlessly distracting--fads of the moment. Instead of nervously fidgeting with new marketing schemes or packaging trends, says Rushkoff, CEOs should explore what's at the core of their businesses. Once inside, they can reinvigorate their companies by using collaboration--among employees and with customers--to innovate. The technique, he persuasively points out, has worked pretty well for Google.