A TOP Microsoft executive will tell MSPs this week that Scotland's universities and businesses must work more closely to promote their joint strengths and do fewer things, better.
Bob McDowell, Microsoft's vice-president of information worker business value, will try to persuade MSPs and business leaders that Scotland should not be branded by using only traditional images such as bagpipes and kilts, and that aspects of contemp
orary Scottish culture should be used to help sell the country internationally.
McDowell, who is also a member of the Scottish Enterprise International Advisory Board, will air his views in the Scottish parliament on Thursday at a cross-party group on the economy.
Speaking from Seattle ahead of a two-week trip to Scotland, he said he would focus on "areas where I think there might be opportunities for government and business to advance the economy".
He said it would be wrong for Scotland to market itself as a centre of excellence for industries which are as complex and varied as life sciences or IT.
Instead, he said efforts should be focused on advertising specific industries where Scotland's universities and businesses are recognised as world-class, such as in the development of computer games.
He said: "Scotland has got a great reputation for education. You could have better links between the education community and the business community.
"You should pick two or three key areas of focus - you cannot be all things to all people. You should focus on how to make these choices and the role education can play in making that happen."
McDowell will this week urge MSPs to give more thought to the way in which Scotland is marketing itself overseas.
"Scotland has got a great brand. Certainly in the US, and also around the world, they know about it being a great place to visit and about the bagpipes, whisky and the kilts and the rest.
"But what is the specific message that the country wants to give? What communities do you want to reach out to with that message?
"You shouldn't be ashamed of the bagpipes, but if you ask most people, it's hard to get beyond that. There's a lot more [to Scotland] and you have to get out and tell it."
He said that he would also speak about the need for Scotland to build a "critical mass of excellence", and highlighted the successes of the economies of the Far East in becoming recognised centres for cutting edge technology.
The full article contains 444 words and appears in Scotland On Sunday newspaper.
