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Brian Patterson, chief executive of Wedgwood China.
The English pottery industry is facing intense competition from
overseas, and centuries-old Wedgwood is fighting to survive. Brian
Patterson, brought in from Waterford Crystal to turn the company
around, has been responsible for firing staff, cutting wages and
replacing people with robots. The chief executive is in for a shock
when he joins the production line of his largest factory in
Stoke-on-Trent. A truly revelatory week has made him re-evaluate
every reform and every aspect of his company: "I've had my eyes
opened in an amazing way into what people ... think and feel. I
would never have known that really through the normal systems of
management communication."