Smart Tech
‘We’ve Never Done It That Way Before’ Is Killing Ag Innovation
August 20, 2025 
One of my best friends is a pastor. We met in the mid-1990s and became fast friends. In our conversations there were a couple of comments that he made that have stuck with me over the years. The first was “I have to run faster every day, just to keep up.” And second was “You want to know the seven words of a dying church? ‘We’ve never done it that way before.’”
Again, those two quotes have stuck with me over the years. Mostly because those words were true and very applicable. Not just to church and ministry, but to business. So, let’s make one small change to the second quote. The seven words of a dying business …
If we aren’t reading, learning, listening and changing, we are falling behind. If we aren’t talking with people in different market segments, product lines or application strategies, we lose opportunities for synergies to improve our businesses.
So, let’s apply this to ag technology. I’ve been in the ag technology business, full-time, since 1997. So, I’ve heard “We can’t!” and “We’ve never done it that way before!” a lot over the years. I heard it about grid sampling, variable rate application and yield mapping. I heard it about lightbar guidance and autosteering. And the list could go on.
Truth is, I really do not like those two sentences. Not just because they are frustrating, because they are, but because they aren’t accurate. Why? Usually, when someone says “We can’t” they usually mean “We won’t.” It’s rarely about their ability to change, but about their willingness to change.
My thoughts are pretty much the same for “We’ve never done it that way before!” That comment is just an easy out from making a change. It’s an excuse.
But the time for excuses is over.
In 2025, ag technology is changing faster than ever. What used to be “precision ag” is just … ag, today. It’s what’s expected in doing business. And for those who didn’t adopt technology into their operations, grower or agribusiness, most were absorbed by those who did. We’re entering a phase of ag where if you aren’t using the technology for operations or, at least, record keeping and documentation, it will become much more difficult to do business.
John Maxwell gives three key times that people will change:
- When they hurt enough that they have to.
- When they learn enough that they want to.
- When they receive enough that they are able to.
We see all three today; government and industry requirements (hurt), data and information that proves technology works (learn) and return on investment (receive).
In today’s industry, when we hear about new ideas, practices or technology, we should stop ourselves before we react and say “We can’t” or “We’ve never done it that way before.” We need to pause and respond by asking ourselves if it’s about capability or desire to change. I bet our answer will be that it’s not about can’t, but about “won’t.”
Let’s leave you with one final question.
How are you going to change, of course for the better, today?
“You must be strategic in your thinking. Develop the tactics to accomplish your goals. And intentional in your actions to be successful.”
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