Today I realised what it is about New Zealand that makes it such an attractive package, both in its marketing of the country and in the reputation of its businesses. It’s all in the attitude and New Zealand has a young, upbeat one that is believable in all its marketing because… it’s TRUE.

It is not that controversial to say New Zealanders are adventurous, cutting edge, fun loving and creative. I’ve always thought that at the heart of many successful ventures around the world there’s a Kiwi amongst it quietly leading the show.

I should point out that I’m about 65 percent New Zealander. Though I’m Russian born and now live in Australia, I spent my entire childhood and early adulthood as an Aucklander. However as many New Zealanders do, I graduated, left and never returned. But that’s a topic in itself.

The New Zealand attitude has nothing to do with age. The country is young, it’s far away from the rest of the world and it has a population of only 4 million. Because of (despite?) this, New Zealand has a fresh approach and they give things a go. I even think traditionally corporate and risk averse industries have a young attitude in New Zealand. (Is it just me or is this NZ government website really good?)

In its most visible communication with the rest of the world, tourism advertising, the optimistic attitude is palpable, especially in these not-so-fun economic times. I watched the latest 100% Pure NZ ad, loved the song choice, imagined the presentation to the board by the agency and even though I potentially saw a room full of execs in their 40s and 50s, I could imagine them singing along and going “Yep, love it. Love the song, lets go for it.”

I hope New Zealanders don’t lose this edge or take it for granted. It took a long time to build such a fiercely cool reputation but it wouldn’t take much to chip away at it.