Innovation Agriculture: Strategies for Distinct Language, Market Creation, and Scalable Solutions | Saturday Snapshot - February 3rd
Strategies for Distinct Language, Market Creation, and Scalable Solutions...
Quotes of the Week
“All great truths begin as blasphemies.”
- George Bernard Shaw
"The goal is not to have the longest train, but to arrive at the station first using the least fuel."
- Tom Murphy
"If you always do what you've always done, you'll always get what you've always got."
- Henry Ford
How To Gain A Positively Unfair Advantage In The Business Of Agriculture
Crafting Change
Beyond Consulting
The Voice of Innovation
How To Gain A Positively Unfair Advantage In The Business Of Agriculture
Discover how to dominate your market by mastering a go-to-market strategy that secures an unbeatable edge, precisely defines and solves customer problems to monopolize your space, and cuts through the clutter with a leadership message that propels your company to the forefront of your industry.
Crafting Change
Most go-to-market strategy advice agtech startups receive is terrible.
Because it’s largely based on a logical fallacy.
Most companies believe that when people see the widget we’ve built, they’ll immediately understand how cool it is technically and how valuable it is financially.
But most people don’t. They don’t get why you've built this thing. They don’t get why they should care.
Beyond Consulting
Most of what we call agtech today is really consulting services dressed up with ancillary technology.There’s no real menu, it’s all custom orders.
This is not repeatable technology as a service.
There’s a “we can do whatever anyone wants” attitude in the industry, and it’s hampering growth…not to mention technological adoption in farming.
As companies, we need to become more specific about who we are not serving.
The Voice of Innovation
Most messaging in agriculture is worthless.Not because it isn’t well thought through or thoroughly discussed, but because it isn’t anything new.
We say things like:
“The rest of the industry is using the term ‘climate smart agriculture’ so we should too.”
The problem with sounding just like everyone else or chasing terms everyone is using is that the words you use matter.
Language drives thinking, thinking drives action, and action drives outcomes.
Thanks for reading AgTech Marketing Insights, where we’re vehemently opposed to telling boring stories, sales pitches thoughtlessly read off spec sheets, oversold technobabble, undersold innovation, and venture money wasted on vanity marketing metrics.
If you and your company want to do marketing that actually works to create a movement that matters, I’d love to talk to you about it!
Do something different. Make people care. Make fans, not followers.