Maxwell Sim seems to have hit rock bottom. Estranged from his father, newly divorced, unable to communicate with his only daughter, he realizes that while he may have seventy-four friends on Facebook, there is nobody in the world with whom he can actually share his problems. Then a business proposition comes his way – a strange exercise in corporate PR that will require him to spend a week driving from London to a remote retail outlet on the Shetland Isles.