Erik ten Hag was never really one of those people who made it clear he had massive ambitions to be one of the world's top coaches. He is a very humble man and a modest coach.
That has a lot to do with his background. He comes from the east of the Netherlands where there's a very down-to-earth mentality and where people speak with a very strong accent. They are a bit less flash there and they look up to those from Amsterdam, Rotterdam and The Hague, the places where the big offices, industry and the country's parliament are.