The bach, the boat, the BMW. It's a well-trodden refrain anyone with a passing knowledge of New Zealand business knows.
This is a country based on SMEs, one that admires entrepreneurship and striking out on your own.
But as a result, Coca-Cola Amatil's local head George Adams says an ingrained anti-corporate mentality is stifling the growth of companies.
Adams steps down later this year and has slammed what he sees as New Zealand's "love to hate" relationship in the Herald.
"I don't think it's healthy for the country. I think it's part of the tall poppy syndrome."
He goes on to say that too many see big business as untrustworthy and therefore are happy to remain small rather than taking the risks required to grow.