We now have a culture that has erased any idea that safety might be a constraint on economic performance. I don't want to belabor this. But look at what happens when you stop seeing safety as a constraint. Now we say, we're going to be successful by being safe. Safety leads to success.
Safety is success.
We also have a corporate goal that says we're going to be the most respected forest company in North America. I suppose there's lots of ways to interpret that, but I have difficulty seeing how you're going to be the most respected company in North America without first being the most respected company in your neighbourhood. And public involvement is a key part of that. And that means engaging in some conversations that haven't been core business priorities in the past. Not because we want to win some popularity contest.