Good decisions
start with good questions
which require challenging assumptions
to uncover what you don't know
so you can develop genuine understanding
before deciding what to do.
What's the one thing stopping more farmers from choosing you?

Find out the key constraint that’s preventing greater adoption - is it priority, solution, or supplier?

Discover where your solution sits in their priority stack. What would it take to move it up?

Is the farmer trying to maximise your hero metric? Or something else?

Never mistake your assumptions for truth - test them. Validate your ideas. Find out how to build the belief to make your product category and solution a priority.

And it all starts with better questions.