Story by Peggy Verhagen
Interview by Brad Balfour
Photos by R.P. Lucibelli

With a Master of Philosophy from the University of Ulster and two books under the belt (Green Consumerism in Ireland as well as co-authorship of Ireland's Environment-the Commercial Implications), John Corrigan seems the unlikely master of Enterprise Ireland--the Irish Trade and Technology Board--its outreach effort for homegrown business. Yet, as its CEO-Americas, he heads a dedicated team that helps Irish-owned companies generate sales in America--Ireland's second biggest export market and the fastest-growing source of new business. This erudite speaker is also Eire's best salesman and has the successes of Ireland's software industry expansion to show for his efforts. Previously Chief Executive of the Irish Goods Council (with a mandate to assist the SME sector to increase their sales and market share in Ireland), Corrigan oversaw an increase of millions of pounds in sales. Says this lanky, well-spoken executive, "I received a Master's Degree in Philosophy, and like all Irish, I'm a bit of a philosopher." He started in business at Speny Remington, handling sales and marketing, "I made a lot of money, liked the interaction with people and loved the challenge." His formative years were in Kildare although most of his time was spent in Dublin. "My rural background put an indelible stamp on me. Like my countrymen, I possess a degree of wanderlust, and enjoy traveling and writing. I could talk the hind legs off an ass so, at a salary cut of 50%, I took a job with a state agency and thought it would force me to write, would make lots of contacts, work for a year, and then sell something to those contacts. I got involved with the job, promoting Irish products and services, and it just grew. I loved my work and one day was embarrassed to realize I'd been at it for 20-odd years." In that time, Corrigan has worked with 7000 companies on different management levels and procedure. "60% is listening, 30% advisory and the rest implementation." There is a family life--his son just migrated to NYC and his 21 year-old daughter acts in an Irish-speaking soap opera in Galway. As for his future plans, he says, "I don't know-I have time left on my five-year contract in America--the world could change drastically. I've written two books but never will again. Maybe I'll teach. But no politics--business is enough."

Tell me a little bit about the history of Enterprise Ireland?

When Mary Harney, T D., became Minister of Industry, she brought all agencies dealing with indigenous industry in Ireland under one umbrella-a one-stop shop. We were still doing the same job and despite our fancy titles, are still only sales assistants. When someone comes in our door we ask,"What are you trying to sell and how can we help you?" If we cannot see an incremental sale for that company we just don't entertain them because we are under pressure to produce results.

How much has it gone from being an outreach effort?

It depends on a multiplicity of issues. It can not be overstated what a wonderful contribution American industry has made. Our clients are coming to America, opening up businesses--a great development. We are committed to this market. Our clients' companies are seen as relatively small but we have a strategic view that in any technological industry America has to be the primary market.

You have a very unique association with your government.

Ireland was just as much a Socialist country as the others in Europe because the government controlled transportation and electricity. We didn't see it as control, because it was ours. Now we work together with the government to promote Ireland--a wonderful combination. I think this is a unique model for America.

What are the next trends?

Ultimately to go on the stock exchange. We are not proud; we will steal any good idea and tailor it to our own needs. Twenty years ago we didn't know what software was and now we are the world's experts. New media is definitely the focus of the future. The trend is toward more and more money, available to more people, with time to enjoy it. The communications' media area is an amalgam of new and old thinking. We feel competent it is one of the next waves of the future, and we want to ride that wave. The Irish have lateral thinking.

Do you know about Edward DeBono?

Yes, of course. 20 years ago he came to Ireland with an idea of establishing an institute there and everyone got very interested in his whole concept, but he decided not to do it. Lateral thinking has been described as a thought pattern or process which can be effectively measured-some nations think in linear and others in wavy patterns. The Irish do that intuitively. If we want to impress on our skeptical American buyers our ability to deliver the highest quality technical specifications, we take them to our suppliers in Ireland. They are incredibly impressed with the level of computerization we have in small Irish businesses everything is high tech. The line operators want to know the 'why' and 'where' of everything to get a better understanding, therefore supplying a better job. Maybe it is a gift from God-but the Irish have it and we're capitalizing on it. Industry eventually caught up with us.

Does Irish culture have certain contradictions built into it?

Literature is the most noble of the arts and Dublin has five Nobel Laureates--more than any city in the Continent. We overlaid the English language with our lateral thinking. Now we're doing it with computers. Fascinating.

Do writers like Flann O'Brien understand lateral thinking?

As a journalist he understood the ultimate goal of communication, to make certain leaps to logic, mixed with intuition--that's why we're so good with computers.

That's the dynamic of a poor country rich in education and knowledge.

We look through the large end of a telescope and see America as a big country, six hours down the road, and Americans look through the other side of the telescope and see a little country far, far away. They see problems where we see only opportunities. As a small country we have to think differently. Exporting involves four or five different languages and currencies and all the attending problems. In America companies are established with a huge big wealthy market. We don't have that, and we envy it.

Reiterate the history of Irish success after 800 years of oppression.

25 years ago we were an agrarian economy, a grain-producing country with little level of added value-a relatively hard life, unless you had a civil service job. Our biggest customer was Britain. We were terribly fortunate to have a group of politicians and economists who realized the pursued model left much to be desired and we wanted a self-reliant economy. Domestic industry was encouraged, with people establishing companies to produce. The general population had to buy because there was little choice. Domestic products became synonymous with 'inferior' and imported products were, by definition, 'superior.' In the 70s, there was the development of the EU and the possibility Britain, our major trading partner, would join it. We joined, Britain did not. By international guidelines, our standards were inefficient, without professionalism. We couldn't compete against countries specializing in cheap prices/labor. No one would buy Irish clothes. The industry was shaken out and the only way to compete was to produce high quality goods-well designed, on the cutting edge. As an English-speaking population, we were the gateway to EEC, the richest market, so we came to America and sold that concept. The IDA got over 500 multinationals established in Ireland, who brought the best business practices and were generous in their attitude. We paid great attention. That was the turnaround. They came because of access to Europe, the work force, and because they received grants. But what they gave us far outweighed what we gave them.

Is your opportunity enhanced by your "Irishness?"

Opportunity is everywhere. We were in Mexico and went into a record store where there were two huge displays, one of the Corrs and the other, Westlife. What a shock, that's progress! There's a great resurgence of things Irish. Our "Irishness" gets us in the door but it's quality that keeps us there.

American Irish were fragmented in this country through religion and political beliefs. Are they moving toward cohesion?

We encourage the fact that Irish Americans think differently from us or Ireland might rule the world, and that would be a catastrophe (laughs). My background is strictly trade--we are crass traders. Three things we never should discuss--religion, sex and politics. But enter any pub in Ireland and within 30 seconds you are discussing all three. People are amazed at the level of knowledge the Irish have, because we want to know. We love adversity. You tell an Irishman that he cannot walk up the wall and he'll damn well do it. We came over with only a broad back and no one wanted to integrate us. Then we got involved in politics and pulled ourselves up.

How do you feel as an Irishman in the States?

We adapted and we're accepted wherever we go, because we weren't a threat to anyone. We could neither compete nor win a football match. We had a phenomenal belief in education and we're accepted throughout the world in grateful appreciation for the education by our Irish nuns and brothers and the unbelievable effects they generated with their teachings. There's a kinship with America going way back, which sustains us.

What books do you read?

I read this fabulous book, The Burning of Bridget Cleary. Absolutely fascinating. One time I bought another book, Rudy, had it under my grubby little arm when I went to see Space Cowboys (great cast), and who was sitting beside me but the 'Belie Rudy.' As true as God, is that a coincidence or what? And me with the book under me arm. I wanted to ask for an autograph but I thought, "Do I want a black eye right now?"

Do you know the McCourts?

A few years ago I was in Argentina, staying with the Ambassador, a lovely and articulate guy. One morning he had to attend a Literary Circle meeting and I accompanied him. The discussion was to be on Angela's Ashes. I told him I'd read it, although I'd only skimmed it. I mentioned I knew Frank, but I knew him about as well as I know you. In the meeting the chairman announces, "Regrettably, we have one person missing but are fortunate to have a personal friend of the author with us from New York." Here I am, this best pal of Frank McCourt's, up on the podium. One woman stood, read out a sentence in English and Spanish and asked me what exactly McCourt had meant. The audience then went page by page, asking questions while I explained Frank's innermost thoughts. I did such a good job that when it was over someone suggested I be delegated to personally invite Frank to visit them. Sheesh!

It's whole new career opportunity. Where else have you visited?

Colombia and Costa Rica, where there were a small number of Irish who knew all the movers and shakers, also Singapore and the Philippines. Most are involved in international hotel management and they know everyone. In Mexico, Dennis Averill runs the Sheraton. No one could ever repay him for his good will to the Irish community coming in and out of there.

Is it different dealing with the Irish rather than other communities?

No. There's a huge diversity of new material. America is not a melting potbut a mosaic. Take Brighten Beach it's like a small Russia Shops sell Russian items, restaurants are called Zhivago or Rasputin. Even the hawkers are selling Russian goods. Travel to the Hispanic community at around 150th and there this whole Spanish world and several others in between. It's unbelievable, but the system works.

Is anyone nipping at your heels?

That's the lifeblood of industry. Talk about competition involves the three I's: Ireland, Israel and India, where people look at industrial development in high tech industries. As a closed society with no competition, consumers knew the products they were buying were not first quality but we evolved in this taste from locally produced products. We never want to go back to that. We're in favor of open trade, and opposed to any closed relationship.

The Celtic experience includes the pagan pre-Christian era.

Pre-Christian Irish were sun worshippers. The Celtic Cross, a cross with a circle, tells you everything if you can interpret it. Christianity was the cross and and we held the living sun and adapted it to meet local conditions.

The Irish have a sense of history, yet are progressive at the same time.

We have a very, very, strong sense of who we are. Every time Riverdance comes to NY I spend most of my time trying to figure out why the audience enjoys this. It is the quintessential Irish experience, yet it seems all colors of the rainbow enjoy it too. It's absolutely fascinating.

What insights do you have about the US that you didn't expect?

There is an incredible acceptance of the Irish and an absolute lack of that which is fantastic. You have great opportunities available. But in the public services, it's obvious that people are not dedicated. It's indifference. Here you have to go through five levels of bureaucracy before you get a decision. No individuality. To survive here you have to adapt, acknowledge and incorporate the system.We copy the best from America. We have a corps team of 20 some from Ireland, America, Peru and England. We don't care if you're from the dark side of the moon-if you can bring something to the party. Our interview sessions are very, very tough. You have to prove that you can bring something we don't already have because if we already know it, we don't need you. Bringing in 200,000 people to Ireland against the population of 3.8 million is a tremendous undertaking. Extend that out five or 10 years and it's a huge amount. They are the raw material of the future who want a better life for their children. We should welcome and give them as much encouragement as possible. Irish people look at things differently, away from the common wisdom, which is only enlightened self-interest, it's natural.