GUERNSEY needs to conquer two challenges to sell itself better internationally, according to Digby, Lord Jones.

As the former head of the Confederation of British Industry and ex-Minister for Trade and Investment, Lord Jones has plenty of experience of selling for business. He did it – and still does so – for the UK for a decade and says he also puts the word out for Guernsey as a self-styled ‘unofficial ambassador’ on his travels. But he believes that the island could do more.

‘You operate in financial services, which doesn’t have a good worldwide reputation. I do believe that a university [majoring on green energy development – a long-held passion of Lord Jones] would encourage the world’s affection – what is more worthy than education and the environment?

‘Secondly, people don’t know what you stand for. I have come here a lot, and I don’t go to Jersey and the Isle of Man, because I now know what Guernsey is about and I thoroughly enjoy it here. But you have got to get that message out in Westminster, Whitehall and all over the world.’