From Monopoly to the Modern Acre

Shifting AgTech's Approach from Competition to Creation

AgTech has a Monopoly problem.

Most of us mistakenly assume that we are playing the board game Monopoly, where the available real estate is static, and the best you can do is to compete for an outsized share of it.

And this is how we build our go-to-market strategies.

We unconsciously say, “we are going to compete for existing demand in an existing market …