"If you always do what you've always done, you'll always get what you've always got."
- Henry Ford
Most messaging in agriculture is worthless.
Not because it isn’t well thought through or thoroughly discussed, but because it isn’t anything new.
We say things like:
“The rest of the industry is using the term ‘climate smart agriculture’ so we should too.”
The problem with sounding just like everyone else or chasing terms everyone is using is that the words you use matter.
Language drives thinking, thinking drives action, and action drives outcomes.
And you can’t create exponential outcomes when you begin with language that is the same as everyone else.
Because outsourcing the language you use outsources your thinking and outsources the outcome you are able to realize.
…making it nearly impossible to build a breakthrough.
There are billion-dollar opportunities all around us in agtech, but most of us are worried about chasing the new, hot terms instead of using new language to describe solving new problems to create net new value.
Stop mindlessly accepting the language your competitors use. Unlock new value with language that sets you apart and clearly identifies your solution as unique.
Make people care. Make something different. Make fans, not followers.