I'm a generalist and a book reviewer by profession - and this means I read many books in all genres. My favorites are young adult fiction, apocalyptic and hard science fiction, culinary history, memoirs ... but I delve into other genres, also - including business books. And one of the more exciting business books I've read lately is Dr. Betsy Kruger's Aesop's Keys to Profitable Marketing. Where other business books would approach marketing decisions with generalities, Aesop’s Keys provides specifics; right down to tables that predict how much a narrow focus will magnify profits. For example, one marketing decision is to develop distribution channels that consistently 'wow' customers in its target market. Each business insight is cemented by a business-oriented vignette paired with an actual Aesop tale. In one tale, a businessman asks Aesop to evaluate a promotion for his business and Aesop mocks him for being “his own trumpeter.” Now, if you read enough business books, you know that most of them cover the same information, often using similar approaches. And I'm not saying that Aesop is pure originality: all aspects have been covered elsewhere to some degree or another ... but presenting them under one cover in a format that consistently and effectively cements theory with real-world marketing decisions makes Aesop's Keys a powerful standout in a genre replete with overly complex or poorly thought-out works. The bottom line? Business leaders seeking profitable results through new, applied directions will find that Aesop’s Keys to Profitable Marketing provides an easy formula of success for virtually any business endeavor, from running a health clinic to selling product.