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两个欧洲商人到非洲推销皮鞋,由于天气炎热,非洲人向来都是打赤脚,第一个商人非常失望:“这些人都打赤脚,怎么会要我的鞋呢?”于是放弃努力,失败沮丧而回。另一个商人却惊喜万分:“这些人都没有皮鞋穿,这皮鞋市场大得很呢。”于是想方设法,开发不同类型的鞋子引导非洲人购买,最后发财而回。两名商人面对同样的机遇,却因为对机遇的认识不同,采取的策略和行动不同,最终得到的结果也截然相反。这个简单易懂的案例,成为近20年来各大学
Two European businessmen to sell leather shoes to Africa, due to the hot weather, Africans have always been playing barefoot, the first businessman was very disappointed: “These people are playing barefoot, how would I want my shoes? ” So give up efforts, Frustration frustration and back. Another businessman was very surprised: “These people do not have shoes to wear, this shoe market is very large. ” So find ways to develop different types of shoes to guide Africans to buy, the last fortune and back. The two businessmen face the same opportunities, but because of the different understanding of the opportunities and the different tactics and actions they take, the final results are opposite. This easy-to-understand case has become a university for nearly two decades