I don't know that there is a one-size-fits-all answer to that question.
Just in these last few days, meeting with start-ups in Saskatoon and Edmonton.... This is a classic example of the companies you're referring to, with one, two, three or four employees, and there's very limited awareness. The best way to inspire people to get interested is by example of other companies that have taken advantage of it so that the narrative becomes real.
I'll give you one quick example. We were in Montreal meeting with Cecilia Malmström, the trade commissioner of the EU. We visited a bicycle manufacturer in Montreal that had just won a competition to supply 7,000 bikes to Barcelona because of the European agreement.
What are the two elements of the agreement that made it possible for them to win this competition? They are a reduction of tariff from 15% to 0%, and the procurement chapter that allowed them to compete for government work. They won it—7,000 bikes.
I was in the west, as I've told you, and I asked a bike manufacturer if they knew the story about how this Montreal bike manufacturer took advantage of CETA. No, they didn't.
That's an example of how, through the narrative of similar companies in a sector or an industry, you can inspire them to look beyond to other export markets.