A shoe company sent two salesmen to Africa to determine the market potential for their products. One salesman was sent to the north part of Africa, while the other salesman was sent to the south part of Africa. Both the salesmen completed a survey of the target market and called back to the home office. The salesman sent to the north part of Africa reported “No one here wears any shoes, there is no market for us here!”. The other salesman sent a message “No one here wears any shoes, there is a huge market for us, send inventory fast!”.