The article outlines briefly the Canadian experience in trademark automation and in particular the history of the current computer system which is called the INtegrated TRademark Electronic Processing of Information and Designs (INTREPID) system. The aim is to share the Canadian experience such that those contemplating new or further automation can draw some useful pointers. Technology is one area in which someone's successes or mistakes help little unless you use largely the same technology. People, however, are the same. As a result, the article focuses on the people aspects of the Canadian experience. It was found that while technology is important, the people are critical to the success of automation. It is now known that success is not a technological but a human victory. Technology and expertise can be bought; people to use it effectively and productively must be nurtured. How well it is done ultimately represents the difference between conspicious success and resounding failure.