Poolwerx CEO Nic Brill spent a decade learning America isn’t one market, it’s fifty. Poolwerx CEO Nic Brill spent a decade learning America isn’t one market, it’s fifty. Many Australian businesses approach overseas expansion as a side project, dipping a toe in before deciding whether to commit. American consumers and business partners, Brill has found, expect a different level of overt enthusiasm and polish than what typically works in the Australian market. Success comes from adapting your business model to those realities without compromising your brand, purpose or the principles that have driven your success.”