Agriculture does not need more prognosticators. We need more builders.
I want to know less about your market opportunity and more about the change you're trying to make for the customers you serve.
Less disruption, more creation.
Like the French novelist Marcel Proust famously said, “The real voyage of discovery consists not in seeking new landscapes, but in having new eyes.”
Too many people in hashtag#agriculture today are missing this in their go-to-market strategy.
They jump into the marketplace and compete with the incumbent solutions and the established players.
“We’re better,” they say. But nobody believes them.
These companies are competing in a game that is rigged against them.
They're having conversations with the market on their competition’s terms - and they usually lose.
Your customers probably aren't looking for a better mousetrap.
They're not interested in fixing what's not working. They want to replace what's not working for them with something altogether different.
Stop force-feeding the market “better” solutions and start rewriting the story in your customer's heads.
Make something different. Make people care. Make fans, not followers.
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