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There is no perfect formula when it comes to trying to organise any kind of work trip. Normally, you have to engage through a series of mental gymnastics to try and balance semi-quantifiable concepts such as ‘return on investment’ and ‘value’.

Let’s take ‘value’ for instance. Is the value of the trip based on a new sale? The time spent out of the office? Establishing a personal contact to secure existing business? Ensuring that the product that you’re supporting is used and understood to the maximum capacity?

Now balance that with travelling halfway across the planet, rather than a quick hop on the Eurostar.

Read more about our trip to India earlier this year.

The creation of great software cannot be achieved using a single pre-determined set of rules, if it could, everyone would follow those rules and it would be straightforward.