So what would you say were the initial challenges that you faced where you were validating business idea? And how did you feel that this methodology addressed the challenges that entrepreneurs are seeing?

Unfortunately, I can't take the credit for architecting our program to really focus on that connection or that intersection between business strategy and intellectual property strategy.

But when I joined the team last year, we had already made the decision to use the Business Model Canvas as a tool to help us and help our applicants for our program really understand how IP and business fit together.

So I had the opportunity several years ago to help develop and deliver some educational programming here in Calgary focused on the Business Model Canvas.

So I already knew of David, although we had never met.

But when I joined the team, one of the immediate things that we recognized was that there was education needed both for entrepreneurs and for the advisors, coaches, mentors that we have in the province.

Because a lot of times, and I think this is part of what we're trying to change with our program.

Can you share a specific moment where somebody has been testing a business idea and they just had this insight, this pivotal insight in the company's direction where they realized that, oh, do you have anything like that to share?