01/07/2021

Several years ago, Jim Collins wrote Good to Great which detailed the process by which “Good” companies become “Great” ones.  Though it was originally published in 2001 it is still the go-to book for many business leaders.
Early last year I was asked by a consulting group to provide a presentation at a conference for large ag operations on how the “Great” grain and livestock producers seem to always have production that is 20 to 50% higher than national averages.
In developing my presentation, I gleaned input from my clients as well as other producers who are at those levels.  The results were clear.  They don’t have any proprietary knowledge, technology or systems.  They simply think differently than everyone else in their industry—i.e. a different mindset.

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After analyzing their comments, I identified 8 unique mindsets they have that propel them to unmatched production levels:

1. They review their terminology on a regular basis to be sure they haven’t fallen into a thought pattern that limits their potential.  One of my millennial next generation managers with 40 employees told me, “I don’t use the term HR Manager anymore.  I’m Farm Mom.  When we say we’re a family-oriented business, we mean it.”
2. Regularly review your models:  They realize that their industry changes rapidly and they need to be sure to not overlook a better system or a great opportunity.  One of my walnut growers in California said they would never invest in a sheller because it was too technical and labor-intensive.  Local conditions challenged them to rethink this strategy. They built a state-of-the-art sheller and now it’s the highest-profit enterprise of their business, and it introduced them to new markets with even greater margins.
3. Learn to “Zoom in and Zoom out”:  They are able to stay 30,000 feet above the operation and monitor key production areas.  If they see something that isn’t quite right or needs close attention, they “Zoom in” to that area of the business for a few days to address specific needs, then “Zoom out” to prevent themselves from being there too long and micromanaging those people or that area.
4. Always be learning:  They read books, go to conferences and expand their network of contacts inside, and especially outside, their field of production.
5. Use and stay with what works:  Each level of improvement in production takes effort, and each increase takes greater effort than the last. Once you’ve determined that a particular strategy works, keep using it while you tweak other areas.
6. Don’t wait for ideal conditions:  General Norman Schwarzkopf of the first Iraq war said, “You go to war with the army you have, not the army you want.”
7. Re-think your people:  Do I have the right people?  Do I need to train my people better?  Is each person in the best role for their skills and interests?  Are these the people I need for the future of the company?
8. Re-think yourself:  The great producers realize they don’t know everything.  They don’t assume they can figure out every problem on their own or that they always have the best ideas. They readily seek the counsel of proven advisors.

 
Based on your experiences, and those of your clients, what would you add to this list of essential mindsets?
 
Don Tyler
Tyler & Associates
 
These opinions and commentary are Don Tyler’s own. They are not necessarily those of ASAC or its members.