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A disappointed salesman of Pepsi returns from his Middle East assignment. A friend asked, "Why weren't you
successful with the Arabs?"
The salesman explained, "When I got posted in the Middle East, I was Very confident that I will make a good sales pitch as Pepsi is virtually unknown there. But, I had a problem I
didn't know to speak Arabic. So, I planned to convey the message hrough 3 posters...
First poster, a man crawling through the hot desert sand... totally exhausted and panting. Second, the man is drinking our Pepsi and Third, our man is now totally refreshed. Then these posters were pasted all over the place"
"That should have worked," said the friend.
The salesman replied, "Well, not only did I not speak Arabic, I also
didn't realize that Arabs read from right to left..."
He was a self made man who owed his lack of success to nobody.
- Author on Cargill in 'Catch 22'
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