We spent a lot of time and effort on this with trade commissioners, the Alberta service, the Saskatchewan Trade and Export Partnership, and every province. We spend more resources on this, I think, than the Americans do, or at least we have more actors involved on this than the Americans do.
There are two things. One is continual experimentation with what we're doing. We tend to fund, and we don't really spend a lot of time thinking about experimentation, testing new ideas and new models. The other is to work with businesses before trade agreements are signed. We tend to see this about to be signed; let's rush out and do seminars on CETA. We should be talking to businesses while the negotiations are under way. We do consult with some businesses, but those businesses are already trading. If you want to expand, you need to start talking more broadly as the agreements are being developed.
It takes a lead time of years for companies to develop contacts and context, looking at getting information out and starting to reach out. We have a series of publications coming out on Korea. We're trying a new storytelling method to speak to businesses about the experience of Canadian companies in Korea, not business case studies, not the stuff that the trade export promotion agencies put out, but a more popular style of writing to present lessons. We're trying the experimentation route. That came from a session where I had STEP, the Alberta guys, EDC, and the trade commissioners around the table. Everyone was complaining about their inability to get businesses to take up opportunities. As a result of that discussion, we thought we'd try a new way to tell stories based on this. That's a type of experimentation I think we need: continual experimentation on the trade promotion front and getting to people before the agreement is signed. Let's not wait until it's signed; let's start when we start negotiating and start talking to people.