"There is a word I learned from my Dogon tribal brothers in Mali. Every Friday was market day, and since there were no stores, pedlars, or any other way of locally buying or selling, people walked for miles and days to get to the market. Each sale was a ritual accompanied by much palaver - arguing, bargaining, and talk. When buyer and seller finally agreed that the transaction had met the needs and expectations of both, they would clasp hands and simultaneously say, 'Habama,' which literally means, 'We have done well together.' Direct marketing is Habama!"
- Lester Wunderman, "Being Direct: Making Advertising Pay"
Advertising legend and pioneering father of direct marketing