Embracing Contrarian Insights for a Transformative Impact in AgTech

Moving from competition to creation for a future-focused agtech industry

Most agtech companies settle for disruption because they don’t make the effort to think differently.

Olympic sprinters know that speed is not manufactured by the pace at which a person’s feet move but by the force exerted in each step.

In the same way, agtech companies need to realize that real impact - real value - isn't achieved by attempting to beat the competition or “disrupt” the current marketplace.

It’s not just about moving your feet faster or being “better” than the next company.

Instead, it's about breaking free from and escaping the competition altogether.

It’s about embracing a provocative point of view. One reached through the contrarian insight that led you to start your company in the first place.

It’s about drawing a contrast between today's world and a potential future better world that's enabled by that point of view.

To make a real difference, we must strive not merely to be better, but to be different. We need to quit competing—we need to create, lead, and shape the future of agricultural technology.

Make something different. Make people care. Make fans, not followers.