William was in charge of international accounts, he was sure that his ability to read body language would give him an advantage. The company was expanding into West Africa and his first meeting, Pulliam focused on his body language. He gave the associates his full attention and use gestures to emphasize his words. The meeting did not go well. His associate seemed uncomfortable, William research the cultural conventions of the area and learned that he had been insulting with gestures, the subsequent meetings were much more effective.