In this episode, I went off on kind of a fun tangent—comparing the Masters golf tournament to AgTech and farming. It might sound like a stretch, but hear me out. Golf is this game where most people just want to play and enjoy it, not win a championship. Same goes for most farmers. They’re not trying to be the top yield winner, they’re just trying to make things work with the tools they’ve got.

I talk about how the media and industry are obsessed with the latest shiny ag tech—like we’re all supposed to buy the $600 driver just to be better. But that’s not how it works. Most farmers, like most golfers, aren’t using all the fancy new stuff. They just want things that make sense for their setup. So yeah, this one’s a little different—more of a perspective piece.

AgTech doesn’t need to be a game only for the pros. We’ve got to understand who’s playing and what clubs they already have before we try to sell them a new driver. Hope it makes you think a bit differently about adoption, investment, and why some tools never really take off.