The Future Tom Field I like the dreams

The Future Tom Field “I like the dreams of the future better than the history of the past. ” Thomas Jefferson

“Don’t worry about the world coming to an end today. It’s already tomorrow in Australia. ” Charles Schultz

Farming is in crisis. People will continue to eat, and someone will continue to produce their food. But farming, as we have known it, almost certainly is coming to an end. John Ikerd, Univ of Missouri

“In times of change, learners inherit the earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists. ” Eric Hoffer

My job is to make you toss and turn!!

Three Rules for Dealing with the Future n Don’t let your success get in the way of your opportunities. n Deliver unique attributes via the marriage of innovation with core values. n Get out of your comfort zone.

“If there is nothing very special about your work, no matter how hard you apply yourself you won’t get noticed, and that increasingly means you won’t get paid much either. ” Michael Goldhaber, Wired

“Do one thing every day that scares you. ” —Eleanor Roosevelt

Global Competition will be fierce

“The world has arrived at a rare strategic inflection point where nearly half its population—living in China, India and Russia—have been integrated into the global market economy, many of them highly educated workers, who can do just about any job in the world. . We’re talking about three billion people. ” — Craig Barrett/Intel/01. 08. 2004

The Global Market Yields New Competitors:

Customers in the future.

Customer of the future: Burden of Accumulated Aggravation 1. Regulatory climate 2. 3. 4. burns their time and energy. Economic climate adds to their uncertainty. Finding and keeping good help drains them. Marketing options, information, and technology evolve faster than their ability to adapt.

Customer of the future: what defines them? 1. 2. 3. 4. Time constrained. Increasingly averse to risk. Minimal tolerance for unpleasant surprises. Keen desire for a two-way relationship with genetic suppliers.

Customer of the future: what defines them? 5. 6. Healthy skepticism about expensive or timeconsuming technologies. Profit orientation coupled with a preference for simplicity.

Role of the seedstock sector evolves!

Seedstock Cow-calf Feeder Bulls Packer Retail Food Service

Supply Chain Cow-calf Feeder Genetic Solutions Packer Retail Food Service

Servant to the industry A mono-maniacal focus on the needs of the commercial customer will determine the winners of the future. Many large cow-calf producers will seek cheaper access to genetics.

Evidence that you care about your customer - Castrate 10 percent (at least) more bull calves this fall than you did last year. Then feed the culls.

The Stunning Power of Information The feedlot and packing sector knows more about your genetics and the performance of your customer’s cattle than you do.

Information is the foundation of value – the cattle are only carriers. Production Maternal CED Acc BW Acc WW Acc YH Acc SC Acc CEM Acc Milk Acc Mk. H Mk. D MW Acc MH Acc $EN +11. 52 -. 2. 72 +38. 71 +85. 66 -. 1. 53 +. 21. 52 +8. 20 +17. 43 1 4 I -7. 05 I -. 2. 05 +7. 13

Partners - Not Optional: Strategically aligned teams have already been formed!

Breed will matter less!

The Status Quo Ain’t Gonna Git ‘Er Done “The organizations we created have become tyrants. They have taken control, holding us fettered, creating barriers that hinder rather than help our businesses. The lines that we drew on our neat organizational diagrams have turned into walls that no one can scale or penetrate or even peer over. ” —Frank Lekanne Deprez & René Tissen, Zero Space: Moving Beyond Organizational Limits.

“It is generally much easier to kill an organization than change it substantially. ” Kevin Kelly, Out of Control

Silo Mentality = Isolation = Kaput KAPUT

INNOVATE INNOVATE

Innovate Invest Engage or…

Fade into the Sunset – just ask the pony express, railroads, AT&T, TWA, etc, etc

Read Weird Stuff…. Otherwise You Get Very Predictable… Very Fast!!!!!

Meeting the Needs of Consumers

“IT WON’T ALWAYS BE ABOUT POUNDS, PRICE, AND PRODUCTION COSTS. IT WILL BE ABOUT ADDED VALUE!” Darrell Anderson, National Swine Registry

“Turning Supermarkets Into Restaurants, Too” —headline/NYT/08. 05/re Whole Foods

n Sales per Square Foot/Grocery Albertson’s: $384 Wal*Mart: $415 Whole Foods: $798

“Clients want either the best or the least expensive; there is no in between. ” John Di Julius, Secret Service

If you can’t compete on ‘cost’, you are left with ‘cool’. Tom Peters

“First we make the world revolve around you. Then we gently slow it down. ” —tag line, Ritz Carlton Spa

Prevent Defense Never Works for Very Long I used to think that the mark of a good businessman was to not make mistakes. But then I met a lot of successful businessmen and realized that the key to their success was they were willing to try a lot of things. That also means being willing to make mistakes. ” —Gordon Segal, CEO, Crate & Barrel

Value Chains Dominate The Future

“Lexus sells its cars as containers for our sound systems. It’s marvelous. ” —Sidney Harman/ Harman International

Supply chains, it seems, are really about talent, not technology, especially as the marketplace grows ever more complex. Harvard Business Review, July 2003

We’ve discovered that those companies are great not because they were focused on cost or flexibility or speed but because they have the ability to manage transitions – changing market conditions, evolving technology, different requirements as product moves through its life cycle. The companies that can adapt are the ones that be here for the long term. Hau Lee, Stanford

Technology Technology

Technology transfer, information systems, and education The existing system is not capable of meeting the needs of the beef industry in the future. ü ü Technological evolution is shaking agricultural R&D, communication, and tech transfer to its roots The needs of the future are integrative and multi-disciplined (even outside the box created by the agricultural disciplines)

Brands are Dead!

The Death of Brands…. The Birth of Dreams!!!! Brands are dead: n Overuse n Lack of mystery n Failure to engage the “new”consumer n Competitors imitate and emulate n Brands based on recipe approaches won’t perform n The steady slide into risk avoidance has dulled brands into commodities Source: Kevin Roberts, Lovemarks: The Future Beyond Brands

“We are in the twilight of a society based on data. As information and intelligence becomes the domain of computers, society will place more value on the one human ability that cannot be automated – EMOTION. ” Source: Rolf Jensen, Copenhagan Institute for Future Studies

WHERE ARE YOU ON THE SCALE? Experience Ladder/TP Dreams Come True Awesome Experiences Solutions/Success Services Goods Raw Materials

DREAM: “A dream is a complete moment in the life of a client. Important experiences that tempt the client to commit substantial resources. The essence of the desires of the consumer. The opportunity to help clients become what they want to be. ” Gian Luigi Longinotti-Buitoni

Love “When I first suggested that was the way to transform business, grown CEOs blushed and slid down behind annual accounts. But I kept at them. I knew it Love was that was missing. I knew that was the only way to ante up the emotional temperature and create the new kinds of relationships brands needed. I knew that Love was the only way business could respond to the rapid shift in control to consumers. ” Kevin Roberts/Lovemarks —

“Imagination, myth, ritual = the language of emotion – will affect everything from our purchasing decisions to how we work with others. Companies will thrive on the basis of their stories and myths. Companies will need to understand that their products are less important than their stories. ” Source: Rolf Jensen, Copenhagan Institute for Future Studies

“Our product is more than beef. It’s the smell of sage after a summer thunderstorm, the cool shade of a Ponderosa Pine forest. Its 80 -year-old weathered hands saddling a horse in the Blue Mountains, the future of a 6 year old in a one room school in the High Desert. It’s a trout in a beaver built pond; haystacks on an Aspen framed meadow. It’s the hardy quail running to join the cattle for a meal, the welcome ring of a dinner bell at dusk. ” Oregon Country Beef

Courage Creativity Cut the ropes

“Do your duty and a little more and the future will take care of itself. ” Andrew Carnegie

“The future is not some place we are going, but one we are creating. The paths to it are not found but made, and the activity of making them changes both the maker and the destination. ” John Schaar

“You are the storyteller of your own life, and you can create your own legend or not. ” Isabel Allende