No More Status Quo in Modern Agribusiness | Saturday Snapshot - September 16th
The New Blueprint for Agribusiness Success
Quote of the Week
I wish to have no connection with any ship that does not sail fast,
for I intend to go in harm's way.
- John Paul Jones
Here’s what’s in this week’s snapshot:
Will Somebody Please Change the Subject?
From Reaction to Revolution: Shaping the Narrative in AgTech
From Monopoly to the Modern Acre
Zigging as the World Zags
Will Somebody Please Change the Subject?
Many in agtech today have misdiagnosed the marketing problem we face, and because of this, much of the marketing we do fails.When we look at marketing as a problem of getting the word out or being louder than our competition, we force ourselves into a particular set of tactics built to optimize reach and frequency.
This leaves us stuck competing for attention when we would be better off changing the subject altogether.
True breakthroughs are not made by pedaling faster than the competition but by choosing to pedal in a completely different direction.
Make something different. Make people care. Make fans, not followers.
From Reaction to Revolution: Shaping the Narrative in AgTech
There are many people in agtech today who seem to have lost the plot on what we exist to do.And as a result, people I genuinely respect are at risk of getting left behind.
Over the last few weeks, this manifested itself in two news stories handled exceptionally poorly by individuals in agtech who should know better…
From Monopoly to the Modern Acre
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…
The biggest problem most agricultural marketing has today is that it is totally predictable.
We are obsessed with being right, with chasing the same white space as everyone else.
So we do the exact same things the agency recommended last year or what our competition has done for decades.
“We always do things this way.”
“You have to do this in agriculture.”
It's thoughtless. It's mindless. And it doesn't change a thing.