The Enemy, The Problem, And A Villain We Can Throw Rocks At | Weekly Roundup - May 6
Navigating conflict and confronting the challenges we face in building the agricultural companies of the future...
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Quotes of the Week
“If anything is worth doing, it’s worth doing to excess.” - Edwin Land
“There is nothing so useless as doing efficiently that which should not be done at all.” - Peter Drucker
“So then, because thou art lukewarm and neither cold nor hot, I will spue thee out of my mouth. - Revelation 3:16
This Week’s Articles
Average Is The Enemy
Cutting Through the Noise: Why Naming the Problem Matters in Agriculture
Dear Agriculture, We Need A Villain
Average Is The Enemy
Most companies in agriculture are in love with average results, so they employ average strategies.“We want to be the fastest/cheapest/best.”
This is what the strategist Roger Martin calls "playing to play."
In other words, we want our product or service to be one of the options in an already existing market category.
Every year, hundreds of "new" commercial strategies are implemented by companies in our industry. Many of these are great companies with great products or services.
Yet most of their strategies fail…
Cutting Through the Noise: Why Naming the Problem Matters in Agriculture
Average leaders name their products; great leaders name the problem.In agriculture today, we have many average leaders who are really worried about what to call their thing and how to describe their solution.
And they hardly ever mention the problem they solve - if they mention it at all.
Then they wonder why no one is listening to their message and why they are missing their revenue targets…
3. Dear Agriculture, We Need A Villain
Give the problem a name, a personality, and identify the emotions it elicits. Most importantly of all - make it REAL.
Stories have the power to change the world, shaping perspectives and values through narratives that span from ancient myths to modern documentaries, serving as essential tools for understanding and navigating life's complexities.
The ability to tell a compelling story is crucial for companies seeking to raise capital, sell products, and stand out as stories resonate with customers and investors, cutting through the noise to reveal meaning and direction.
The challenge lies in breaking free from the predictable and dull narratives of conventional agribusiness, offering a fresh and impactful story that captivates and drives change.
Ready to stand out with a story that sells? Apply now to transform your vision into impact!
Do something different. Make people care. Make fans, not followers.