Which researcher do you think is right?

Many years ago two different market researchers were sent by an American shoe manufacturer to Africa to investigate and report back on market potential for shoes.

The first researcher reported back, “There is no potential here – nobody wears shoes.”

The second researcher reported back, “There is massive potential here – nobody wears shoes.”

The same form of words (e.g., “nobody wears shoes”) in each salesman’s report. This emphasizes that two quite different interpretations are made of a single situation. One researcher sees the problems and disadvantages in the market, while, the other see the opportunities and benefits.

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