Many years ago two salesmen were sent to Africa by a British shoe manufacturer. The goal of their trip was to investigate this new market, and to report their findings back to headquarters on the potential of the market.
Amy Wallman Madden
- The first salesman came back with a rather dismal report, “There’s no potential at all here, because nobody wears shoes.”
- The second salesman came back with a rather different reply, “There’s massive potential in Africa, because nobody wears shoes.”
Amy Wallman Madden