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In this episode of The Intentional Agribusiness Leader Podcast, host Mark Jewell sits down with AgTech entrepreneur and COO/co-founder of Intent, Kevin Heikes. Together, they explore what it really means to lead with intention, both in business and in life. Kevin shares the journey of building Intent into a company that pioneered a new category in agriculture—farmer-led field trials—and how intentionality has been the guiding principle from the start.

This conversation dives deep into leadership, process, communication, and the discipline required to move beyond “interesting” ideas toward real solutions that create lasting impact.

Key Takeaways

The Power of Intention in Leadership

Kevin emphasizes that life will either direct you, or you will direct it. He explains how being intentional means actively creating direction—through calendars, forward-planning, and aligning daily tasks with long-term impact.

Building Intent: From Idea to Innovation

Intent was founded to flip the AgTech model on its head—focusing first on solving real farmer problems instead of chasing “interesting” ideas. Kevin unpacks how this approach led to the creation of a new category in large-scale farmer trials.

From Interesting to Indispensable

Kevin warns against the trap of “interesting.” Ideas or products that are merely interesting rarely get adopted. To succeed, solutions must solve real problems and deliver measurable results.

The Role of Process and Communication

Running thousands of trials requires not just technology but relentless communication and process discipline. Kevin explains how Intent built systems to ensure trials are completed and results are meaningful for both farmers and companies.

Independent Feedback Matters

Farmers often hesitate to give manufacturers direct feedback, but they’re more candid with third-party partners like Intent. This independence builds trust, provides true insights, and helps both sides collaborate for better outcomes.

Leadership Lessons

Kevin shares the three questions he uses to gauge career satisfaction:

• Am I learning and growing?
• Am I having fun?
• Am I leaving the organization better than I found it?

• “You can either direct life, or life will direct you.” – Kevin Heikes
• “All the times in life I’ve become most resentful are when I was least intentional.” – Mark Jewell
• “I can’t sell interesting. Interesting doesn’t write a check.” – Kevin Heikes
• “Leave every place better than you found it—whether it’s family, work, or community.” – Kevin Heikes
• “God has never created anything that doesn’t multiply. As leaders, we’re called to steward people the same way.” – Mark Jewell

• Reflect on where you are allowing life to “direct you” instead of being intentional about your choices.
• Audit your calendar: are your daily tasks aligned with your long-term goals and impact?
• For sales leaders: train your teams to go beyond pitching and practice deep listening.
• Ask yourself Kevin’s three career questions regularly to evaluate alignment and growth.
• Seek feedback—honest, sometimes uncomfortable conversations are where the real breakthroughs happen.

• An agribusiness leader striving to be more intentional in your work and life.
• An entrepreneur looking to turn ideas into practical, market-ready solutions.
• A manager or sales leader wanting to build stronger communication and trust with your team and customers.
• Someone curious about innovation, leadership, and building processes that scale.