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 category with a better brand and a better product.”
So our marketing message becomes some form of, “We’re digitizing agriculture,” or “We’re disrupting the industry.”
Then we’re shocked when our customers don’t respond or when our sales hit a wall.
The reality is that the world and our markets don’t follow the rules of Monopoly. The goal of great marketers is not to take existing demand off the board or to reshuffle the deck, it’s to design an entirely new game through a provocative point of view.
🛠️ To create, not just compete.
🦄 To be different, not just better.
👉 To force a choice, not a comparison.
It was a blast to dive into these ideas in-depth with Tim and Tyler Nuss on The Modern Acre Podcast! A huge thanks to both of them for creating such a great platform for conversations about agriculture and agtech!
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