Platform: There's still a global market for Scotland the brand

Surely this can't be the same nation which has brought so much to the rest of the world?

Rather than seeing our political leaders fighting about the size and scope of cuts in public spending – which many in the business community believe are long overdue – we need to see much more energy going into positive ideas on how we can rebuild and capitalise on Scotland's reputation as a great exporter of skills and innovation.

How many other nations of five million inhabitants can boast the same achievements of Scotland? Considering we have given the world everything from the television to penicillin, along with cultural innovation and enlightened thinking, it's a mystery why there's such a lack of confidence from so many Scots to reach out to the world today.

It's important to remember that Scotland "the brand" still holds sway around the globe today – look at companies such as Wolfson and Optos, which show we can still lead the way in terms of innovation. Even within the services sector, we have seen that companies like ours can successfully generate business in markets North America, Europe and Asia, where Scottish skills and work ethic are still placed at a premium.

The challenge now is to build on this brand recognition and, once again, adopt a more global outlook. There is a huge market out there and by talking up the Scottish brand, we have a real opportunity to successfully reach it. The only thing holding us back is a lack of will from many in the business community who see Scotland or, at best, the UK, as the parameters of the marketplace. For many Scottish companies there is so much they can offer to the wider world. All they need is the will to make it happen.

• Nick Price is managing director of Bright Purple Resourcing