who came up with north south east and west
Cardinal direction During the Migration Period, the Germanic languages' names for the cardinal directions entered the Romance languages, where they replaced the Latin names borealis (or septentrionalis) with north, australis (or meridionalis) with south, occidentalis with west and orientalis with east. It is possible that some northern people used the Germanic names for the intermediate directions. Medieval Scandinavian orientation would thus have involved a 45 degree rotation of cardinal directions.[4]
40th parallel north The 40th parallel north is a circle of latitude that is 40 degrees north of the Earth's equatorial plane. It crosses Europe, the Mediterranean Sea, Asia, the Pacific Ocean, North America, and the Atlantic Ocean.