Why does Amadi's mother insist he learn to read words when he is going to be a great businessman? Why should an Igbo man of Nigeria waste precious time on books, anyway?

When Amadi disobeys his mother and runs off to the market instead of sticking around for a reading lesson, he encounters a much-admired older boy secretly reading at a book stall. Crowding himself in among the stacks of books, Amadi becomes intrigued by a storybook with pictures of a strange white creature with a carrot for a nose. Over the course of a typical mischievous day, unable to shake his questions about the snowman, Amadi discovers the vast world reading could open up—especially for an Igbo man of Nigeria.