What Really Makes a Farmer Try Something New? | The Granary

You spent time, I'd say at the university level, but it was just Georgia.

Um, you, uh-

[laughs]

[laughs] You, you spent time there.

I think we do too much research.

I believe that there's more research done, and it's at the company level, it's at the university level, it's at the independent level.

It's what Calibrated Agronomy does.

It's what we at XtremeAg do.

I think it's almost too much to sort through.

I mean, I like to ask the question then why is that, right? Um, you know, the...

Lots of discussions going on of late that, hey, you know, with crop input prices, um, low commodity prices, farmers gotta make adjustments, right? But how do you do that with confidence? Um, you know, farmers only have about 40 chances in their, in their lifetime to, to make a crop.

So that emotional risk factor, I think, is, um, is steep for a lot of growers.

So from an industry perspective, you wanna give confidence, and usually data is the way to do that.

But that's not always the path.

Okay, I, I'll even go right there.

I don't think that most people are mo- moved by data.

They say that they move data.

I took advertising classes when I was in college.

You know what? Humans make emotional decisions and then usually sometimes back it up with logic or numbers or economics.

You didn't really buy the Ferrari because you thought through the numbers.

You bought it because it made your wiener bigger, let's face it.

That's the...

It's all about, it's all about emotion.

It's not about data.

I say it's all about emotion, not about data.

You spent time, I'd say at the university level, but it was just Georgia.

Um, you, uh-

[laughs]

[laughs] You, you spent time there.

I think we do too much research.

I believe that there's more research done, and it's at the company level, it's at the university level, it's at the independent level.

It's what Calibrated Agronomy does.

It's what we at XtremeAg do.

I think it's almost too much to sort through.

I mean, I like to ask the question then why is that, right? Um, you know, the...

Lots of discussions going on of late that, hey, you know, with crop input prices, um, low commodity prices, farmers gotta make adjustments, right? But how do you do that with confidence? Um, you know, farmers only have about 40 chances in their, in their lifetime to, to make a crop.

So that emotional risk factor, I think, is, um, is steep for a lot of growers.

So from an industry perspective, you wanna give confidence, and usually data is the way to do that.

But that's not always the path.

Okay, I, I'll even go right there.

I don't think that most people are mo- moved by data.

They say that they move data.

I took advertising classes when I was in college.

You know what? Humans make emotional decisions and then usually sometimes back it up with logic or numbers or economics.

You didn't really buy the Ferrari because you thought through the numbers.

You bought it because it made your wiener bigger, let's face it.

That's the...

It's all about, it's all about emotion.

It's not about data.

I say it's all about emotion, not about data.