As the company has expanded its presence in the US, it has had to learn to promote itself more boldly, since self-promotion does not come naturally to some team members.

“Um, we've always sort of had to fight for our, uh, existence. Um, I think something we've had to learn as we've also become more and more, um... as we've entered the US and been in the US a lot more, is to be a little bit more, uh, bold and, like, s-s-tell the world how great we are 'cause it, it doesn't come naturally to, I think, some of us.”