Certainly. So you're right, Sean. I spent my first 13 years at Dril-Quip in R&D, doing new product development. And that has weighed heavy on my background. But when I became CEO in October of '11, I spent a lot of time looking at what were the products that Dril-Quip was successful in and what ones they weren't in. And it became clear to me that where we had a differentiated technology, that was where we excelled. And that really was in some of the core products right out of the gate: the connectors and the Subsea Wellhead primarily. And then when you look at the SPS space, in tress, we had kind of an [ auto-ran ] product. It was the same as what other people had. And so it was more difficult to penetrate. So it became clear to me that we had to create some differentiation.
In '12, we were coming off of Macondo. Our customers were demanding much more qualification testing. So we really took a strategy of products and we went back to our core products and started doing additional testing on those to meet customer requirements. But when the downturn in late '14, early '15 came, I really challenged our R&D team and said, "look, I want you to design products that structurally change how our customers drill wells to provide them permanent cost savings." Because my view is this industry is going to come back. And when it comes back, we're going to see that cost inflation happen. Rig rates are going to go back up, everything is going to go up. And so if we can save our customers money in the form of -- I don't have to install a piece of equipment, but I also save them time. And time is an incredibly valuable commodity to our customers. And particularly as cost goes up, if you save time, you're actually saving more money for them.
And with respect to competing with the larger peers, really, Dril-Quip was built on a foundation of innovation, quality and service. And that was really from the 3 founders: Larry Reimert; Gary Smith; and Mike Walker. And we've maintained that all along. We're a little bit smaller company. We're much more nimble, so we can move quickly when our customers change. And we've got dedicated employees really around the globe servicing our customers.
And then on the technology side, we have some competitors that work with us right now. In the downhole tool space, we work with one of our peers down in Ecuador. They subcontract some work to us. And most recently, to be honest, the VXTe, the new subsea tree we came out with, has had a lot of interest and we're looking at how we can monetize that technology. And so we're looking at -- we got a couple of our peers that we're talking to about that technology and how we can supply that to them and give them the advantage of that technology, about spending money on R&D and developing it. And we are a manufacturer. So our view is we want to manufacture components for you that give you the benefits of our technology.