AgTech Adoption Sucks, Why and How to Help It: A Personal Update

05/22/2024: 12th Episode of my Ag Uncensored Podcast

May 22, 2024

Opening Thoughts:

Yo, a little different take on the podcast this week with a personal touch by just myself. A few things to note, the last few weeks as I have noted before sickness (myself and the kiddos) and travel got involved in the daily life as it does. So between scheduling changes and just catching up here I am back at it. Big surprise…

With all that said, I’m here to also give a little update and dive deep into something that’s been on my mind for awhile that will help with this adoption issue. I use a few fun words in the podcast too, sorry not sorry. Also, most of what you read below was generated by ChatGPT from this podcast episode transcript with some edits. Deal with it, it saves time, and works. The future is here…

As I always do I like to change it up. I will continue to do interviews with colleagues as I started this podcast around, but I might do that a little less over the summer as it gets really busy for all. We will see. Overall, read more below and/or listen/watch. You’ll get it.

Watch and Listen:

As tradition…but just read below too trust me. There are more memes as well…

Here are the links below to listen and view the podcast and/or scroll down to read the summary and watch it here!

www.AgUnsenored.com - All podcast links here to subscribe to.

Ag Uncensored YouTube channel - A link to this specific episode and my page

Podbean - https://aguncensored.podbean.com/e/apersonalupdate/

Spotify -

Apple - Click the underlined link if the below widget doesn’t open (seems like it only doesn’t work in some email systems)

My thoughts and a new vision of sorts:

To start this all off, one change or idea I’ve had is to create episodes where I just riff on various topics in Ag, even without a guest. This could include weekly, monthly, or daily rants about current events in agriculture. Who knows at this piont. We all know how quickly things change in this Ag industry (myself included), and sometimes it’s good to just have a raw, unfiltered discussion about what's going on. Another idea involves video content related to the podcast, exploring how I and ourselves can better serve the industry, individuals, and businesses. (Again, keep reading)

I’ve also been exploring other ideas that have garnered quite a bit of interest. Most notably from my travels to World Agritech in San Fran recently. Overall, I want to use this platform to talk through some of these concepts and maybe even announce new processes to help the industry and individuals. While plenty of people have reached out wanting to be on the podcast to share their stories and perspectives on AgTech, it's planting season right now, and people are busy. Schedules are tight, and summer brings its own challenges. So, I've also been thinking about breaking up the normal cadence to be more realistic about how this can all work.

Another thing to mention, before starting Ag Uncensored, I called this newsletter Easy Observations as most know. It was a tagline to Earth observation or EO originally, a field I’ve been deeply involved in since I was a kid. It covered everything from the challenges and fun aspects of Earth Observation to memes and honest takes on the industry. I still want to explore that, not just in the Ag context, but in a broader sense that includes space and its impact on Earth observation. Of course, Ag is everywhere, so it all connects, but I have a lot of colleagues in the space industry too. It's a good way to open up my typical Ag audience to that world, which is dealing with its own set of challenges and issues. Everything’s hard, and we’re all trying to figure it out.

Exploring Earth Observation Again and Beyond:

I’ve been wanting to get talking about EO again, but I’m still figuring out the best approach. As I’ve been heavily involved in Earth observation for decades, it might be interesting to broaden the scope of these thoughts and discussions beyond just agriculture to include space and how it impacts Earth observation as a whole from time to time. The intersection of space and ag is a fascinating area with so much potential for innovation and improvement and of course I have some fun ways to talk about it so yeah, relooking at it again.

Also, there are other Non-AgTech people and even farmers who are keen on sharing their viewpoints I’d like to add to the list. As things evolve, I’ve been contemplating using this platform to open doors into other thoughtful discussions about the intersections of Ag, Earth observation, and beyond. That's why I didn’t call it AgTech Uncensored, but Ag Uncensored. It leaves room to highlight other relevant topics and innovations. I’m quite the scamp as you may know so might as well make it even more interesting.

My Big News…sort of…I want and need Feedback Please:

Gamified Software Reviews:

In the world of AgTech, there’s a lot of complexity and numerous software solutions as we all know. Farmers and industry professionals often face challenges in adopting new tech and how it actually functions. Many software solutions are complicated and poorly adopted because they are difficult to use and understand. This is where I see some opportunity with my weird and long background in Ag software from many many sides.

One of the things I’ve been thinking about a lot is the overwhelming amount of Ag software out there. There are hundreds of different software solutions doing various things, from agronomic data handling to financial management, grain tracking, and more. We lump all of it under "AgTech," but it's a sprawling category with so many subcategories. It's hard for users to navigate and adopt all these tools effectively really.

I plan to create gamified video showcases of Ag software. Think of it like how gamers watch others play on platforms like Twitch or YouTube. There’s something powerful about watching someone else navigate a new tool, learning from their mistakes and triumphs in real-time. I want to use these methods to make learning about Ag software more engaging and fun. By doing this, we can all help users understand and adopt new technologies more effectively.

Here is how I’m thinking about it. These videos will feature me using different Ag software, with guidance from an that group. I’ll explore these tools as a typical user would, showcasing the real-world application and usability. This approach aims to make Ag software more accessible and less intimidating. It’s about demystifying the process, breaking down barriers, and making tech in Ag feel less like a mountain to climb and more like a tool to use.

Let’s face it: the current way of doing things isn’t working. Traditional training videos are long, boring, and not engaging. Users don’t watch them, and even if they do, they don’t retain much. There’s a lack of real-world examples in these materials, making it hard for users to relate the training to their daily tasks. Sales and support interactions often feel more like sales pitches than genuine help, leading to frustration and avoidance. To my main point, it sucks and we all know it.

Yes, I want to monetize this:

This is just me and not the AI interpretation. Though I did talk about it in the podcast, the AI didn’t pick it up. Oh well…

So, this is also a service I want to perform for the various software solutions and groups out there. I don’t want to charge general people who watch these things, but for my time, experience, knowhow, and everything else I’d like a little for my time.

I haven’t figured out exactly how much yet, but it’ll be affordable. The goal is plan for an hour review or so then it can be broken down as needed. Some might need multiple sessions the more complex it is. Of course the more videos I do and/or more editing I do, the costs naturally follow as well. It’s a semi-moving target as one can imagine.

In the end, I think I can bring a valuable and unique way into helping all into the actual use and adoption through more practical ways. For some it’ll just take one or a few extra users for it to pay, pretty good ROI I’d say. Read some more if you’re curious. We can just start there.

Let’s continue on the issues and the why’s and what nots…

Complicated Training Videos: Traditional training videos are often long, boring, and not engaging. Users rarely watch them, leading to poor understanding of the software.
Lack of Real-World Examples: Many training materials do not show real-world use cases, making it hard for users to relate the training to their daily tasks.
Sales and Support Frustration: Users often receive calls from sales or support teams that feel more like a sales pitch than genuine help, leading to frustration and avoidance.
Adoption Issues: Low adoption rates because users find the software too complicated or overwhelming. This is compounded by a lack of hands-on, practical demonstrations.
Fear of Change: Switching to new software can be daunting, especially if users are already accustomed to another system. The perceived effort and time required for training can deter them from making the switch.
Inconsistent Use: Even when users sign up for software, they may not use it to its full potential due to lack of understanding or frustration with the interface.
High Training Costs: Large-scale training sessions are costly and time-consuming, making it difficult for companies to implement new software across all users.
Hidden Features: Users often do not utilize all features of a software because they are not aware of them or do not understand how to use them.
Negative Perception: Poor training and support experiences can lead to a negative perception of the software, reducing its chances of being recommended or adopted further.
Slow Feedback Loop: Traditional support channels can be slow, and issues raised by users might take a long time to be addressed, reducing user satisfaction.

The result? Users are left frustrated and overwhelmed, and they often give up on new tools before they’ve even given them a fair shot. Even those who do stick with a new software solution rarely use it to its full potential. The process of adopting new technology becomes a cycle of confusion, frustration, and abandonment.

This is where gamified video showcases come in. By making the learning process more engaging and relatable, we can help users better understand how to use these tools. It’s like watching someone else play a video game—you see the challenges, the solutions, and the fun. It demystifies the technology and shows how it can be integrated into daily workflows.

Why I’m Doing This and How It Can Help:

Real-World Usability: By showcasing software in real-world scenarios, users can see how it functions in practical applications. For example, how to draw a field boundary or create a variable rate map.
Engagement: Gamified videos make learning fun and engaging, similar to how gamers learn by watching others. Watching a relatable person use the software can be more engaging than traditional training methods.
Transparency: Providing open and honest reviews of software helps build trust and transparency in the industry. Users can see both the strengths and areas for improvement.
Accessibility: Videos can make complex software more accessible to a broader audience, demonstrating how to use features step-by-step.
Adoption: Helping users understand software better can lead to higher adoption rates. Simplifying the learning process reduces the barrier to entry.
User Feedback: Real-time use and feedback can highlight areas for improvement in the software. This can guide developers on what to focus on for future updates.
Market Awareness: Increased visibility for lesser-known software options. Users can explore a variety of tools they might not have discovered otherwise.
Reduced Frustration: Simplifying the learning process can reduce frustration and make it easier for users to get started. This addresses the common issue where users give up because the software seems too complicated.
Continuous Improvement: Regular updates and new videos can show the progression and improvements in the software. Users can stay informed about new features and updates.
Support for Developers: Helps software developers understand user needs and preferences better. Seeing how real users interact with their software provides valuable insights.

Why does this matter? We live in a world where technology is supposed to make our lives easier, but too often it ends up making things more complicated. Especially in agriculture, where the stakes are high and the margins are thin, we can’t afford to let good technology go to waste because it’s too hard to use. By breaking down these barriers, maybe we can help more people benefit from the incredible innovations happening in AgTech like we all want.

This as we know is a huge problem. Despite the availability of numerous tools and platforms, the uptake is low. Recent USDA numbers show that adoption rates are not where they should be, and this is a common issue globally. Part of the problem is that many farmers and ag professionals are using older equipment and systems too. They don’t see the need for the latest technology because their current tools are sufficient. However, this mindset limits the potential for improvement and innovation.

I’ve talked to many groups about this, and a common theme is the overwhelming nature of the options available. There’s a massive amount of software out there, each with its own unique features and functions. This diversity is great, but it also means that users are bombarded with too many choices, leading to decision fatigue and reluctance to adopt new tools.

The goal of these gamified video showcases is to cut through the noise. By showing how software works in a real, practical setting, we can help users understand its value and functionality. This isn’t about flashy marketing or exaggerated claims; it’s about honest, transparent demonstrations of what these tools can do.

Moreover, the idea of gamifying the process taps into a powerful psychological principle: people learn better when they’re having fun. Games are engaging, interactive, and rewarding. By applying these elements to software training, we can make the learning process more enjoyable and effective.

Imagine watching a video where someone navigates a new piece of software, encountering the same challenges and frustrations you might face. You see them troubleshoot, make mistakes, and eventually figure things out. It’s relatable and informative. You’re not just learning about the software; you’re seeing it in action, understanding its nuances and intricacies.

How I plan to do this, sort of:

These videos will be hosted on my Ag Uncensored website and YouTube channel, accessible to anyone interested in exploring ag tech solutions. Atleast that is the thought so far. So, whether you’re a farmer looking for new tools, an ag retailer considering software options, or a developer wanting to see how your product is being used, these videos will provide valuable insights.

I also plan to update these videos regularly (for a respectable fee), reflecting the latest updates and improvements in the software. This continuous improvement approach ensures that users are always informed about the newest features and best practices.

By creating a repository of these video showcases, we can build a comprehensive resource for the ag tech community. It’s not just about showcasing individual tools; it’s about creating a broader understanding of how technology can be integrated into agriculture to drive efficiency, productivity, and sustainability.

Closing Thoughts:

The world of AgTech is vast and complex. There are incredible tools out there, but their potential is often lost in the complexity of their use. By gamifying the training process and providing honest, transparent reviews, we can help bridge the gap between technology and its users. This initiative aims to make it more accessible, engaging, and effective, ultimately driving higher adoption rates and better outcomes for the industry.

On a personal note with all of this too, while I can be a little wild in my assessments of AgTech and beyond and my criticality is sometimes too much, that is not the goal with these videos. I just want to have a fun showcase and dialogue of how they work for normal users so more will just use them as intended. I want that no matter if I really like the software, the group that built it, or whatever. I do have some limits too, but for the most part lets put it out there and let people see it. It’s not that hard really.

Also, my goal beyond hosting these video for all to see is also to share the files directly back to the software group to do whatever they want. I’m also open to more unique ideas and approaches to this all. All in all, just tell me what you are thinking and we can go from there.

With all this said, I’m looking for your feedback. Would you find these gamified training videos helpful or some sort of form of it? If you’re interested in collaborating or supporting this initiative, please reach out. Let’s work together to improve the adoption and usability of Ag Tech.

I look forward to your thoughts on this and by all means, reach out to me if you are interested. I’ll say the best way is to email me right now at nfaleide@aguncensored.com or message me on Linkedln.