One AgTech Marketer’s Point of View
Make something different. Make people care. Make fans, not followers.
I am not interested in becoming a peddler of inconsequential garbage…I’m guessing you’re not either.
I am a marketer. I love nerding out about storytelling, positioning, PPC costs, customer acquisition, and building strategic bridges to value for customers…seriously, I could talk about them all day. But these things in and of themselves are insufficient reasons for me to wake up in the morning and get back to work.
To do something that matters - really matters - requires from us an inner fire that stands up to any objection, overcomes every failure, and pushes forward when all seems hopeless. We must have a belief in what we’re doing.
My belief is that technology correctly deployed can benefit agriculture in significant ways. I believe that building better agtech sits upstream of critical work such as producing truly good food, making the family farm more profitable, and properly stewarding the natural resources we have been so blessed to inherit.
We build because it matters. It matters to leave this world a little better to our children and our children’s children.
It matters to instill in the next generation the discipline of hard work, introducing them to the joy of creating something with their hands.
It matters that we continually remind ourselves of why we started…and it matters that we finish.
AgTech and our farm-based supply chains are at a tipping point. It is up to us to create the future we see, and tell the stories that help the rest of our industry see it too.
So…
- Stop telling boring, sterile stories about your company.
- Stop selling off spec sheets and start selling tangible value.
- Stop overselling the present and low-balling the future of your technology.
- Stop wasting your investment money on vanity marketing metrics and infuse true value into your funnels.
Make something different. Make people care. Make fans, not followers.
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