A few days back from a trip to China, Fergal Broder is driving into the offices of LotusAutomation in Sligo for a meeting with his Chief Financial Officer and other members of his management team. He is looking forward to seeing the hard copies of the new corporate brochures, which are part of a major re-branding exercise for the company. As he parks his car, memories of the trip to China still linger in his mind - the food, the colours, the smells, the enthusiasm of people to do deals are all part of a different world to his home county of Sligo. As he enters his office, the new orange and brown brochures on his desk appear distinctive and bold. He reads through them with the same intensity as reading a Stephen King novel. He has now one hour to go before the business strategy meeting with his CFO and senior management team...

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