I want to choose my words carefully. The narrative we have in terms of our relationship with veterans in Canada has always been one of compassion and thankfulness. That is proper, and it is one of the elements we should be pursuing. It's easy to go down this road of compassion, but when we continue to go down that road, we tend to emphasize things we want to be compassionate about. That is helping veterans who are broken, who are wounded or who have PTSD, and of course that is something that has to be done.
However, what's happened as well is that it has overshadowed.... It's the narrative that's constantly pursued, instead of saying, “Oh, my God, look at this workforce of leaders who have tenacity, perseverance and ambition and who've served in very difficult circumstances.” If they can act under fire, they can probably take it when they're trying to do a sales call and need to get out there and grow some business.
We've gone away from that. We do not have that anywhere. If you scrub the web, you won't find it. We have to get back to that. What we have to get into is that narrative.