A man applied for a business permit to open up a cheese shop in Holland. "I don't know if that's such a good idea," the adviser issuing the permit commented.
"Too many cheese shops in Holland."
"But mine will stand out," the man replied. "I'm going to call it "Cheeses of Amsterdam."
The man got his permit and opened his shop. Unfortunately, the adviser was right - the competition was too great and his shop couldn't make a go of it.
So he went back to the permit adviser for some advice. "You know where you should open a shop," the adviser suggested, "Israel," he said.
So the man opened up a cheese shop in Israel. It was a big hit. The man called the adviser back. "You were right!" he said. "The cheese shop I opened here in Israel has been a tremendous success!"
"That's great!" the adviser replied. "What did you call it?"
The man answered, "I called it, 'Cheeses of Nazareth!' "