Breaking the Myopic Parallel in AgTech
Average companies market towards comparison. Great companies force a choice.
“If you can see your path laid out in front of you step by step, you know it’s not your path. Your own path you make with every step you take. That’s why it’s your path.” - Joseph Campbell
Most agtech marketing fails today because most founders, VC's, and advisors in agriculture are caught in the myopic parallel.
We outsource our thinking to the crowd, imitating what we see everyone else doing. We unconsciously believe that being right means holding a position with which most people agree.
And so we end up living most of our lives, running our businesses and marketing our work through the lens of other people's thinking.
But being right is not the result of adhering to consensus; it's the result of having accurate first principles and using those as a foundation for critical thinking and innovation.
It's time we stopped playing follow-the-leader and started being leaders. Start questioning the status quo. Reject the conventional wisdom that says "This is how we've always done it". Instead, embrace a mindset of radical curiosity and relentless experimentation.
This means changing the conversation from features and benefits to values and vision. It means reimagining our customer's experience from the ground up. And pushing against thoughtless adherence to the norm.
In the end, it's not about "disrupting" what exists today for disruption's sake. It's about building something of enduring value. It's about thinking differently, about refusing to settle, about pushing boundaries, and above all else, it's about being original.
Make something different. Make people care. Make fans, not followers.