A short story which I read goes like this..
Two salesmen were sent to Africa by a British shoe Manufacturers. It was to investigate this New market, and to report their finding back to HQ in the Potential of the Market for shoes.
The First salesman came back with a rather dismal report, “there is No Potential at all here, becoz Nobody were shoes.
The Second salesman came back with a different reply, “there is Massive Potential here, becoz Nobody wears shoes”.