OUR THINKING
Thoughts to challenge convention and inspire strategic thinking.
Filters
-
The Internal-Focus Trap: When Organizational Comfort Kills Market Effectiveness
There's a question that haunts many of us in agrimarketing, even if we rarely say it out loud: "Why…David Lazarenko | March 19, 2026
-
The Multiplication Effect: When Marketing Math Becomes Magic
For most of agriculture’s history, marketing didn’t need to be a multiplier. When R&D…David Lazarenko | February 18, 2026
-
From Campaigns to Capital: Rethinking How We Invest Our Marketing Dollars
If you’ve ever sat in a budget meeting and allocated marketing dollars based on what you did last…David Lazarenko | February 2, 2026
-
Action-First Marketing: Evolving from Awareness to Achievement in Agriculture
When reviewing marketing plans with agricultural companies, one question often reveals an important…David Lazarenko | January 16, 2026
-
Smart CTAs and Conversion Paths: Evolving Beyond the Digital Brochure Era
"Download our product guide." This call-to-action appears on virtually every agricultural website.…David Lazarenko | December 8, 2025
-
From Cost Center to Growth Engine: Unleashing Marketing's Strategic Potential in Agriculture
For most of the last century, agriculture didn't need marketing to be a strategic driver.…David Lazarenko | November 19, 2025
-
The Digital Adoption Paradox: When Farmers Using AI Are Marketed to With Printed Brochures
I was standing in a farm office last year watching a young farmer manage his 5,000-acre operation…David Lazarenko | November 4, 2025
-
The Benchwarmers Syndrome: Why Agriculture Needs Marketing in the Game
I'm sitting in a client boardroom, part of the team presenting next year's marketing strategy to a…David Lazarenko | October 27, 2025