This picture book tells how a young Moroccan boy, Mustafa, helps in his father's carpet shop, but struggles to concentrate on the foreign words he is urged to learn in order to welcome tourists to the family business. It is more appealing to stroll in the market, where he causes a stir when a rooster follows him. Tourists gather around, teaching him their own words for the bird's call, and before long Mustafa can 'speak rooster' in five languages, and has brought back a crowd of customers.