Michael Jacobs is struggling with the forces of globalisation from the shop floor of his Shenzhen factory.
Surrounded by a workforce of 100, many drawn from remote peasant villages, he must try to communicate how the products they create are used by customers.
It is not rocket science. The factory is low-tech, producing furniture for a variety of fast-food restaurants and hotels. But try explaining that to workers who have never experienced the type of routine consumption rituals taken for granted in the west
His solution? Let them experience it for themselves. As part of their paid time, many employees experience their first hamburger at McDonalds, a java at Starbucks Coffee and even a whirl through the lobby of the five-star Marriott Hotel - all prime customers of the products produced at the factory.
'Many of the workers had never seen a McDonalds before - the factory is a learning process for them,' Mr Jacobs says 'They are energetic and dedicated workers, not averse to working long hours'.
The company specialises in what's known as hospitality furniture and restaurant furniture, producing wooden and chrome chairs and tables for a variety of global brands.