Educators and marketing professionals agree that course-work must address interpersonal communication skills and ethical decision making in addition to traditional business functions and skills. This article describes an innovative approach to teaching the professional selling course in which students enhance their competency in these areas through assigned readings in contemporary American literature. Students read starkly contrasting works by Jack Kerouac, Kurt Vonnegut, and Ayn Rand that present dramatic comparisons of individuals and their personal and professional paths, helping students appreciate the skills and ethical foundation essential to success as a professional salesperson. Reaction to this innovative approach has been extremely positive, with very high course evaluations and comments praising the value of literature as a learning laboratory that provided an understanding and appreciation of these issues. This approach could readily be applied to numerous other business courses addressing interpersonal communication, ethics, or other critical issues with works of contemporary literature.
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