Mr. Larry Murrin:

Ultimately, the objective is to grow existing markets, create new ones and then fan out from there. It is a bigger version of exactly what we have done in our own business over those years. The level and depth of customer understanding required before company X goes and knocks at the door and says, "I am Michael from Ireland and I have product X", are not good enough. There needs to be a serious depth of study and real insight derived to educate what the customer is offered. In our own business, I used to say that seller capability comes first. There is a need to convince the customer to buy Ireland Inc. and the products, whatever they are, will follow. I know the committee does not know anything about my business, but that is the way it is. We make customised products, but we were selling our expertise and the reputation of Ireland Inc. That has only grown over the years. From a wider perspective, Ireland has a very fine reputation, albeit we are still small.