Yes, it's a great point.
One of the things we do have is a newsletter, and in every newsletter we focus on individuals as leaders. In some cases it's strategic leaders, and in some cases it's more technical leaders. That's the way we can draw attention to the fact that innovation really is about a collision of ideas. Those ideas are usually in someone's mind or in some organization, and you want to make these collisions as constructive and productive as possible.
In 2016 we were asked by the companies to take more of a communications role, and part of that communications role is communicating even into the companies themselves, so they can fully wring the value out of COSIA.
It's a great point, and it's something we've done, but we're going to stress that more in the future.