The central role attributed to Seán Lemass and T. K. Whitaker in the transition of the Irish economy from protectionism to a free market economy has recently been questioned. In fact, it is more likely that a set of factors and influences combined led to the eventual opening up of the Irish economy. In the same vein, this article reveals that the American authorities, at the request of William Norton, assisted Ireland in setting up the campaign to attract foreign direct investment in 1955–56, providing detailed guidance and much-needed advice to an inexperienced industrial development authority. Despite Dublin’s best endeavours, American investors did not initially rush to Ireland. This article explores some of the reasons that may have held back American investors.