It’s a story I’ve heard for years, and one that has in many ways shaped the course of my career. “You can’t manage what you can’t measure, but measuring outcomes in regenerative ranching/farming is really hard”. This narrative calls for improved data collection and monitoring protocols, yet here we are, still wondering what the right metrics are, who should own the data, and who should be managing the data collection/processing process.

“Give us the tools, and we will finish the job” - Winston Churchill Well Winston, in the agricultural data world, there’s no dearth of tools, but the work is not done, so what’s missing? I’ve been thinking a lot about the difference between a tool and a product. A product creates value for the user and the user is willing to give something up of value in exchange for that value. A tool, on the other hand, is there to help a user achieve some goal. It seems simple, but in the realm of agriculture, a complicated system of subsidy, agricultural extension, and public funding has created a unique paradigm. In this sector of endless grant funded web-tools and venture-capital backed products that are priced under the cost of production for the sake of “scale”, we see very few real products that are delivering enough value where a producer would be willing to pay for software what it costs to make it.