One thing I would just add, on the Ottawa theme, is that Shopify recently launched a program with Carleton University, in which we are allowing first-year bachelor of computer science students at Carleton to do their full degree at Shopify. It's a work-integrated learning program that we've done entirely on our own. We pay for them to be there and we pay their tuition.
When we first sent out the application for students to apply, 90% of the replies came from males, so we did a case study and looked at the letter and the language used. We looked at the words we use in technology, like “hustle”, and what was forcing those students and those women to opt out. We went back, rewrote the letter, and sent it back out.
Our first cohort in 2016 at Shopify had a majority of females. We have a group in 2017, and again, I think the numbers are that a majority of the students coming coming into the program are female. Some are women coming back to do their education and some are first-year students whom we'll have for the next four years. So language matters.