Kiwis are a humble lot who don't like to draw attention to their goals or their successes.
Yet that lack of open ambition may be one reason we as a country are slipping down global economic rankings.
That's one of the conclusions economist Julie Fry reaches in her new book Ambition and Why It Matters.
Watch the full interview with Simon Shepherd as he asks her to define what ambition means to New Zealanders, her thoughts on 'tall poppy syndrome' and why we need to be more comfortable discussing our goals and aspirations.
Watch the video.