Know your Customer

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  would make 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 three  posters...  First poster: A  man lying in the hot desert sand...totally exhausted and  fainting.  Second  poster:  The man is drinking our Cola.  Third poster: Our  man is now totally refreshed.

And Then these posters  were pasted all over the place 
"Then that should have worked!" said  the friend. 
"The hell it should  have!? said the  salesman.  Didn't realize that Arabs  read from right to left!"