They tell a tale around Manchester City with a hint of exasperation, one from a couple of years ago that developed slight infamy and resurfaced in light of recent events.
A senior club employee was meeting staff, talking through goals and objectives and how best to engage with supporters and ultimately enhance the City brand. These are the sort of business conversations that take place at every Premier League outfit.
There was an element of surprise, however, at the directness of the edict. It was time, staff were told, for City to devote more effort and resources to promoting the product globally rather than locally.