There was a successful company that manufactured and sold shoes. One day the management had a meeting to consider opening their market in Africa. They sent one of their top salesman to Africa to make a study of the market potential there. Upon arriving in Africa he noticed that most of the Africans were bare-footed.
He faxed home the message, " Bad news, nobody wears shoes here!" And he followed up with the report that there is no market for shoes in Africa. The management considered it wise to have a second opinion, and decided to send another salesman to Africa to assess the market there.
Upon arrival in Africa, the second salesman was so excited that he quickly faxed a message back, "Good news, nobody wears shoes here!" He hurried home and reported to the management, "Gentlemen, we are going to be "rich", there is a big market in Africa , and what we need to do is to educate them on the benefits and importance of wearing shoes."
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