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. Setting out with an open mind, good intentions and a friendly voice on his SatNav for company, Maxwell finds that this journey soon takes a more serious turn, and carries him not only to the furthest point of the United Kingdom, but into some of the deepest and darkest corners of his own past.