This episode considers what a country can do when its image goes bad. Simon and Nick look at countries with excellent stories to tell but located in regions associated with difficulty such as Chile in Latin America or Botswana in Southern Africa. They consider the difficulties facing newly established countries like Kosovo and for countries in a time of crisis. They look at the damage to a country's image from being associated with conflict whatever the rights and wrongs of the issue, discussing Israel/Palestine in this regard. The episode concludes by underlining the value of a positive reputation in a moment of crisis and considers the path of the US following 9/11