I can add a little different flavour. I'm an engineer and I love technology.
We do have tons of interesting innovation in Canada, but probably the one thing I'd say that no one else has said is that we're close to the U.S. market. The biggest consumer market in the world is right next door—a six-hour drive. It really is easy to produce here and ship into that market, and globally most companies want to position their production here if they can access the market. So that's a natural advantage that I don't know if we're capitalizing on as well as we could.
The whole concept of exporting the raw material and bringing it back here could be definitely explored further as some low-hanging fruit.