A man was walking along a country road and overhead there drifted a hot air balloon with a single occupant. The man in the balloon calls down to the man on the ground: "Excuse me sir, can you tell me where I am?"
After a moment of consideration the man on the ground replies: "You are in a balloon, 70 feet above the ground, drifting at 4 miles per hour, in a Southeasterly direction."
The man in the balloon then replied: "You must be a market researcher?"
The man on the ground said: "Why, yes, how did you know?"
To which the man in the balloon answered: "Because, while everything you have told me is absolutely true, it is of no use to me and I am no better off than I was before."
To this, the market researcher responded: "Then you must be a marketing manager. You were lost... didn't know where you were... didn't know where you were going. You asked for my help and I gave it to you, and though you are still lost, now it is my fault."

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