Over the years, I’ve seen new technologies come and go. Some succeed and become indispensable while others fail.
I have learned that successful technologies, especially in the seed space, succeed for four main reasons. It is by clarifying these reasons that we can predict with pretty decent accuracy which ones will fail and which will succeed. This ability to predict technological success can help us be more successful in our businesses. I use the acronym CASE, which stands for:
- Confidence: Have you ever purchased a tool or technology that didn’t make you feel more confident or safer in some way? Enough said.
- Accuracy: Who in their right mind would invest in something they didn’t think would do the job right?
- Speed: We invest in new technology because it helps us conduct business faster. Doing less in more time is not a recipe for success.
- Efficiency: This is not the same as speed. Efficiency is the ratio of the useful work performed by a machine to the total energy expended. In other words, if a new technology allows a farmer to produce more crop but requires more inputs (or cuts down on inputs but produces less crop as a result), there’s no point in using it. Efficiency is key.
In my business, we have continually reinvested to improve our services, especially in technology. Last year we launched the Spornado, and this year had the pleasure of seeing it at over 30 locations across the Prairies. This device will monitor the movement of Fusarium and Sclerotinia spores during the most critical time when seed growers and farmers are needing to know when to apply a fungicide. Placing one Spornado on the farm will enable us to verify whether or not either of these troublesome spores are present within a four to 24-hour period.
The Spornado is our best defence (confidence) for monitoring pathogens as quickly as possible (speed) and offers future opportunities for other crops. The turnaround alone saves time and money (efficiency). Applying expensive fungicides at the right time is imperative (accuracy). And conversely, why use it if no spores have been detected at all?
Confidence, accuracy, speed and efficiency (CASE). A recipe for success.