Using technical standards as a strategic tool is not intuitive to many marketing or business strategists. Many business entities continue to invest heavily in harmonizing electro-technical standards through the CANENA process. The 2007 CANENA member survey provided strong evidence that significant value has been created through these ongoing activities and that the importance of regionally harmonized standards is expected to continue to increase over at least the next five years. CANENA invites marketing and business strategists to come together with the technical experts and explore how harmonized standards can be more successfully employed as catalysts for developing markets and realization of the benefits from trade agreements between the nations in the Americas.