Dear Agriculture, We Need A Villain

Give the problem a name, a personality, and identify the emotions it elicits. Most importantly of all - make it REAL.

Dear agricultural marketer,

You have an issue. YOUR business needs you to talk about the PROBLEMS your customers face every day…

You are busy, preoccupied with your feature lists and your suite of products, and annoyed that you’re not growing as fast as you want. Your invested capital won't be patient—or last—forever, and your to-do list keeps getting lon…