Beyond Performance
Crafting a Unique Identity in Modern Agriculture...
"Performance" is no longer enough.
Back at the turn of the 20th century, the Bureau of Chemistry, a division of the USDA, was given significantly more authority in policing the efficacy of agricultural products by ensuring that they were correctly labeled and did what they said they would do.
Frustrated farmers complained of products that performed poorly, were contaminated with impurities, lacked consistent quality, and even facilitated disease transmission. The government was moved to act.
More than 100 years later, we take much of this for granted; our inputs mostly work.
🌱 Our seeds yield more than ever before.
📈 Our fertilizers boost production more efficiently.
🏷 And our pesticides basically deliver on the promises of their label.
And yet we continue to champion the message of "performance" as if it's some novelty.
Plenty of people are selling what you sell - their products work too. In some cases, they may even work better than yours.
Today, product efficacy is required, but it is no longer sufficient. If your product isn't performing yet, stop reading this. I can't help you yet. If it does, that's great. Now, realize that nearly everyone else can, too. The next question is, "How will you stand out?"
Make something different. Make people care. Make fans, not followers.
Are you ready to name, frame, and claim your unique market differentiation? Follow the link to request a copy of the guide we use with our clients.