The Why?, The How?, The What?

The Why?, The How?, The What?

The Why?, The How?, The What?

One of the greatest TEDx talks I’ve seen is by Simon Sinek. I encourage you to watch it because it’ll be an epiphany for you. His mantra, repeated throughout, is “People don’t buy what you do. They buy why you do it.” I am certain you instinctively know this to be true. People buy your products because they meet you, they see your fields and realize you are completely obsessed with creating the perfect lawn.

We went through this exercise eons ago and our ‘why’ was obvious. We are insanely devoted to building never-before-attempted, head-turning agriculture solutions to make the next-generation farmer. I am reminded of this ‘why’ every time I see people drive by, stop their car, and take videos of our systems running out in the field.

Sabanto Steward™ catches the attention of a bystander capturing footage of the system running on their phone.

Our ‘how’? We create innovative agriculture technology that is cost-effective, open to others to build upon, and easy to diagnose and repair. I bolded ‘open to others to build upon’ because I want to live in a world where others can freely develop and contribute technology into the ag industry. Must all the companies in the ag industry wait until the large OEMs open the door ever so slightly to deploy their technology?

We recently partnered with Trimax, who is building the world’s most technology-advanced sod mower. I don’t want to get in their way. I merely want to interface with it. Today, we’re announcing a three-way partnership with 1st Products and Ag Technologies. 1st Products and Ag Technologies are going to create the most advanced AGRI-vator the sod industry has ever seen. Far be it from me to get in their way.


– Craig







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