Building the Future of Agriculture: Focus on Customer Needs, Not Just Tech

The Power of Embracing Problem-Centric Innovation

I hear a lot that agtech companies are too caught up in some distant future. I think that’s wrong.

I think that the bigger problem for startups in agriculture and farming today is that they‘ve never come close to living in anything resembling the future that their customers might experience.

They don’t know what to build because they aren’t "living in the…