So yes. So -- I mean today, particularly with some of our joint venture relationships, right, Weatherford can offer customers every form of lift. We've got everything in our portfolio and our catalog to be able to offer them. And what we've tried to do in building on our digitalization strategy is to make sure that, that platform can optimize any form of lift as well. Clearly, when you spoke specifically about the rod lift business, to be certain, the rod lift business has been stressed in North America, particularly as unconventionals in the Permian Basin, particularly, has been basically an ESP market. And so that certainly has been a struggle over the last couple of years. The good news about Weatherford and its portfolio is we're a global business, and we're in every basin across North America.
And so while the Permian is somewhat stressed, there are other basins that are not. And of course, you go -- you step into the international markets, the rod lift business continues to do pretty well. And so I think that some who may be thinking about exiting, have a narrow platform, it's not possibly a fully integrated offering. You don't see it. But for me, as I think about production itself, if our customers are serious about generating returns and cash flows, and Wall Street becomes increasingly agnostic as to whether customers are spending CapEx or OpEx, but are really looking for what's delivering to the cash flow bottom line and returns, then that today means that the incremental barrel, the cheapest, highest return on barrel is that next barrel that can be produced out of an existing well.
And I think increasingly, particularly in a stressed market when customers are trying to figure out how to generate more with substantially less recoveries, production has to get more attention than it is. And at some point, every single well needs to go on to rod lift. Economically, I mean, at some point, the rod lift business remains. And so we're -- if anything, I'm trying to, in some ways, lean into that business right now because I think it's going to be increasingly important. A little different strategy, but that's where I'm at.