When Fujitsu Services’ contract with the NHS was terminated in May, it illustrated two key facets of the company’s approach to business: realism and straight-talking. The NHS had demanded more flexible service delivery of its electronic care record project, which Fujitsu advised would cost more. After 10 months of negotiations, Fujitsu told the press that failure to agree a price led to the breakdown.

This blunt admission and a willingness to look business reality in the face are not only the preserve of chief executive David Courtley and his top team. They run right through the business, following a huge branding and employee communications exercise covering 22,000 employees throughout Europe, which began in 2005 and is still continuing.