| A disappointed salesman of Coca-Cola returned from his assignment to Saudi Arabia. A friend asked, "Why weren't you successful with the Saudis?" The salesman explained, "When I got posted, I was very confident that I would make a good sales pitch. But I had a problem. I didn't know how to speak Arabic. So I planned to convey the message through three posters. First poster: A man lying in the hot desert sand totally exhausted and fainting. Second poster: The man is grinking Coca-Cola. Third poster: Our man is now totally refreshed. And then these posters were posted all over the place. "Terrific! That should have worked" said the friend. "The hell it should have!" said the salesman. "No one told me they read from right to left." |