Once upon a time, two shoe salesmen, from different companies, were
sent to an African country to explore the market for shoes.
The first shoe salesman hated the assignment and wished he didn’t have to go.
The second shoe salesman loved the assignment and saw it as a great op-
portunity for advancement in his company.
When they each arrived in the African country, they studied
the local market for shoes. Then they both sent telegrams back to
their head offices.
The first salesman, who didn’t want to be there,
wrote, “Trip has been wasted. No market in this country. Nobody
wears shoes.”
The second salesman, who saw this as a real opportunity and be-
lieved that he could make something of it, said in his telegram, “Won-
derful trip. Market opportunities unlimited. No one wears shoes.”
