I Need to Do More with Ag Technology . . . But I Just Don’t Have Time

I was meeting with a prospect the other day to discuss their use of technology in their operation. I asked how they used their different pieces of technology, how they brought all data sets together and processed it into useful information.

The answer was they weren’t.

Now, this isn’t the only time I’ve been given this answer.

Next, we started talking about a technology audit. I was told: “I can tell you what we have right now.” They then listed off equipment and software that they had in their operation.

To me, a technology audit isn’t just about the tools themselves. The audit has as much to do with the business, the processes, the goals and objectives, the trusted advisors, and the expectations as it does with the tools.

I was asked what amount of time the audit would take. I told the prospect that it would probably need to be a two-to-three-day meeting with all of the stakeholders.

This is when the meeting got interesting. I got a blank, incredulous stare, followed by the usual answer: “We don’t have time for that.”

Then came the usual follow-up comments: “We can’t get everyone together at the same time. We can’t be away from the business for that long. There’s just too much going on.”

If I had dug deeper into this or any similar conversation, I would have asked if the prospect does any strategic meetings. Also, do they get together for regular meetings for the rest of the business? The answer, I’m pretty sure, would be “of course.”

So, why is the technology segment of the business any different? Why do we not make the time to develop a technology strategy that aligns with the business strategy?

Priorities. It’s all about priorities.

I was taught a long time ago that if you want to know what’s important in someone’s life, look at their calendar and their checkbook.

If you are spending thousands of dollars on the technology tools in your operation and getting little to no return on your investment, then isn’t it a problem worth addressing?

I attended the recent Tech Hub LIVE Conference in Des Moines, IA, this past July and the key topic was artificial intelligence (AI). One speaker talked about getting their data not only consolidated, but also, in essence, formatted to be used in AI. It’s still the proverbial garbage in, garbage out situation.

What was the AI speaker’s point in the rest of this scenario?

If we don’t do the work on the backside, making the tools and the platforms a priority in the overall business, then any AI tool that you use will become more of a hindrance than an opportunity.

So, what’s your technology strategy? Do you have one? Or are you giving excuses that you don’t have time for it?

Just to let you know, the internet is not going away, and neither is the rest of the technology in agriculture. It will change, but it’s not going away. (Those who were around when the internet came out will understand the first part of that comment.)

I use a tagline in my business and my podcast: “You must be strategic in your thinking. Develop tactics to accomplish your goals. And be intentional in your actions to be successful.”

The key words that I want to point out are strategic and intentional. These must be a priority.

I will leave you with some words of wisdom from John Wooden, the legendary college basketball coach of the UCLA Bruins from 1948-75: “If you don’t have enough time to do it right, when will you have time to do it over?”