A disappointed salesman of Coca Cola 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 makes a good sales pitch as Cola is virtually unknown there But I had a problem I didn t know to speak Arabic So I planned to convey the message through 3 posters First poster a man crawling through the hot desert sand totally exhausted and fainting Second the man is drinking our Cola 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

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