Mr. Fergus Murphy:

And culture is at the centre of that. And the culture of an organisation, nine tenths of it is under the waterline. It's like an iceberg: one tenth is over the waterline. So you have to work on that culture very, very hard and for many years because a culture grows over a 40-year period and, you know, it's subtle, whereas a strategy, you can see. It's in a paper, you can measure it, it's in a spreadsheet. So, our task now is to build that culture and it's early days but I would like to say, and I believe it is the case, that in AIB - and I'm sure it's the same in the other institutions - we can see the culture changing, we can see that we are there for the customer.

It's not about the bank; it's not about the banker; it's not about the bankers bonus; it's about doing and fulfilling for the customer. And if we do that, we've a chance of respectability for banking again.