Leaders, innovators, and founders in agtech often fall into a common trap.
They mistakenly believe their product story is an afterthought, a tale to be spun once the product is built and ready to ship.
Marketing is perceived as merely a backstage player, called to take the main stage only when the product stumbles under the glare of the spotlight.
These leaders say things like:
“The best product always wins.”
“We’re going to disrupt the incumbents.”
“If we build it, they will come.”
These companies diagnose their challenge as a distribution disorder.
Yet, they're overlooking a revealing fact: 40-60% of sales activity ends in no customer decision.
Even the most efficient distribution channels can't stir interest in an indifferent crowd.
What these companies really have is a story problem.
There's no story about the customer; it's all about the product.
There's no explanation for how this product will allow the customer to win.
There's no cautionary tale about how failing to take the desired action will cause the customer to lose.
The bitter pill to swallow? Nobody cares. Nobody wants your product. Nobody sees the future you're building.
And it's all your fault. You banked on the idea that crafting a product and buying attention were sufficient. Spoiler: they’re not.
So, how about a new approach...
💡Start by saying something that matters.
💡Start by articulating a unique and differentiated point of view.
💡Start by telling a story tailored to your customer's desires.
And remember, marketing isn't something you add like an accessory, it's the soul of your product.
Make something different. Make people care. Make fans, not followers.