A Message That Moves
Outsourcing the language you use outsources your thinking and outsources the outcome you are able to realize...
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“The single biggest problem in communication is the illusion that it has taken place” - George Bernard Shaw
A man riding in a hot air balloon is lost. He sees another man on the ground and reduces his height to speak to him.
"Excuse me, can you tell me where I am?"
"You're in a multi-colored hot air balloon hovering thirty feet above this field, which is covered in green grass,” comes the reply.
"You must run corporate messaging projects," says the balloonist.
"I do," says the man, "How did you know?"
"Well," says the balloonist, "Everything you told me is descriptively correct, but it's no use to anyone."
"You must be an executive," says the man.
"I am," says the balloonist, "How did you know?"
"Well," says the man, "You don't know where you are, you don't know where you're going, but you expect me to be able to help. You're in the same position you were before we met, but now it's my fault."
Most messaging in agriculture is worthless.
Not because it isn’t thoroughly discussed in conference rooms, but because it isn’t anything new.
As a result, we say things that are as meaningless as our friend observing the balloon.
We say things like:
“The rest of the industry is using the term ‘climate smart agriculture’ so we should too.”
The problem with sounding just like everyone else, spending too much time on describing your features, or chasing terms everyone is using is that the words you use matter.
A shift in language creates a change in thinking, which creates an adjustment in action and leads to a transformation in outcome.
And you can’t create exponential outcomes when you begin with language that is the same as everyone else.
Because outsourcing the language you use outsources your thinking and outsources the outcome you are able to realize.
…making it nearly impossible to build a breakthrough.
There are billion-dollar opportunities all around us in agtech, but most of us are worried about chasing the new, hot terms instead of using new language to describe solving new problems to create net new value.
Stop mindlessly accepting the language your competitors use. Unlock new value with language that sets you apart and clearly identifies your solution as unique.
Make people care. Make something different. Make fans, not followers.