The Disruption Delusion - Who Will You Serve?
The goal is to find your people. The ones who want the change you seek to make.
We don’t need more agtech marketing trying to “get the word out” or “disrupt the agricultural market.”
🚫 The goal is not to beat the entire industry over the head with your worldview.
🚫 The goal is not to change everyone.
🚫 The goal is not to seek the largest possible market.
The goal is to find your people. The ones who want the change you seek to make.
Our mission is to choose the specific audience we desire to serve consciously.
To articulate a specific worldview for your version of “us,” to evangelize a lens through which to see the world that makes your solution right for some people.
The reality is that those who are unwilling to reject a portion of the marketplace cannot serve the customers for whom they can matter most.
Who will you seek to serve?
Make something different. Make people care. Make fans, not followers.