My wife will tell you it's the little things, like driving my boys to school on my days off so she can rest. We're not into PDA, but every time we end a phone conversation, we say 'sarang,' which means love in Korean.
When you're doing a deal with someone in the southern Sahara, it's a very different way of doing business than in London. You can't sign them in the usual way because they'd end up getting ripped off, which would defeat the object of setting up a label like this.

