How to Recognize (and Beat) the Curse of Knowledge

You don’t know what you don’t know. Case in point: I recently read an article about a farmer’s experience speaking to a group of urban moms in Chicago. These otherwise educated and well-informed women thought that seed company signs posted at fields along roadways were a statement of ownership. In the age of GMOs, they thought the signs meant that these were corporate farms owned … Continue reading How to Recognize (and Beat) the Curse of Knowledge

Why facts and reasoning won’t sell your Canadian ag message

In our digital age, consumers have the same access to information as sellers (i.e.: you, the producer). While access to information 24-7 provides an equal opportunity for everyone to make informed decisions, the downside is that, sometimes, acquired facts don’t broaden people’s minds, but reinforce their current opinion as they unconsciously ferret out ‘facts’ that bolster up what they already believe to be true. More … Continue reading Why facts and reasoning won’t sell your Canadian ag message

How to use your ‘why’ to change Canadian agriculture

Simon Sinek’s TED video “How Great Leaders Inspire Action” has been watched over thirty-two million times. The premise of his talk: why are some leaders able to inspire greater loyalty and engagement among customers? He’s convinced it’s the ‘why’; that is, their purpose, cause or belief. Sinek says, “Leaders and organizations with the capacity to inspire all think, act and communicate from the inside-out. They … Continue reading How to use your ‘why’ to change Canadian agriculture