The leaders of Canada's oil sands, faced with global scorn and protests that have interrupted their operations, are turning to the country's foresters – as well as its miners, who had similar experiences – for guidance on how to respond. Governments and oil sands companies are environmental targets, just as MacMillan Bloedel was. Anti-oil-sands groups spent last fall staging protests that temporarily shut down several oil sands operations, while shareholders have driven the issue onto the agendas of Statoil, Royal Dutch Shell and BP. Canada has become an angry target among online commentators who see the oil sands as an egregious and greedy foray into the production of “dirty oil.” Among industry leaders, there is a broad recognition that something needs to change. The lesson that is consistent in the forestry and the mining experience is that you cannot sloganeer, you cannot ‘spin' your way out of these types of issues,” .... “The ultimate solutions are rooted in performance.”So keep up the pressure on oil companies, the Canadian government, and on Alberta. The pressure is working: tar ands producers now realize that they must perform - not spin.