A disappointed salesman for 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 makes a good sales as Coke 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 panting. Second poster: the man is drinking Coke 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..."