Upside Down: The Art of Contrarian Thinking in Agriculture
How unconventional ideas will grow the agricultural giants of tomorrow...
"In advertising, the beginning of greatness is to be conspicuous and different. The beginning of failure is to be invisible and orthodox."
- David Ogilvy
In agriculture today, there are huge opportunities for contrarian thinking.
This is what the mathematician Carl Jacobi called "to invert."
In other words, the ability to turn a situation or a problem upsid…
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