Notes

Thoughts about how early-stage founders can have a greater climate impact by focussing on the right things in the global agrifood system. In total, I've written 32 articles. Use the search below to filter by title.

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Farm Data Usage - Coming to Terms

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A good conversation starts with agreeing to terms

Farm Data Fears - More Harm Than Good?

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Has all this talk about farm data made the problem worse?

Atomic advice to help avoid blowing yourself up

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My goal with these atomic essays was to create some digestible mistake avoidance tips

To farmer or not to farmer, that is the question

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well-designed incentives & hard-won trust underpin the networks - ignore them at your peril

Now is the winner of our discontent

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The groundhog-day of technology renewal cycles actually does more harm than good

Why Bayer and Microsoft is not a thing

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In my view, the announcement isn't news, even though it is newsworthy - and here's why.

Show me the incentive

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Bending physics or biology to your will is awesome but ultimately futile if nobody notices

A lesson on the difference between cost and value

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It seemed like he was about to drop 40 tonnes of water on top of my house

Omissions regarding livestock emissions

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I'm not sure that it's an alarmist position & I worry that we're not acting fast enough

We need to talk about exits

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Getting alignment on exit and returns is not the same thing as lacking focus on execution

Agricultural autonomy and new ways of working

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Frame the discussion is around jobs to be done, and which are best suited to autonomy

Data is cheap but infrastructure is expensive

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There's no point connecting devices if you're not connecting people

How to stop climate-positive becoming the price of entry

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Farmers are wary of certification programs because eventually, they tend toward zero

The (un)bearable heaviness of being (a founder)

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Change happens when you desire the work required to bring it about

Don't outsource things you don't understand

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Outsourcing is not a tool for core competencies

How I learned to stop worrying and hit publish

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Writing stuff down wasn't the problem for me, the confidence to hit publish was

$30m is a lot of motivation

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Would fear of being sued for $30m motivate you to do something you didn't want to?

Weather, climate, and opportunistic vulnerability

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Will more and better information be enough, or will we need to do things in new ways?

Digitally Native Agriculture

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What does a digitally native version of our food system look like and how do we get there?

Why you can't take a generalist approach to agriculture

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Business model and go-to-market bring the generalist approach unstuck

Learning the price of flirting with danger

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We had a beloved family dog, and to this day I feel responsible for her strange demise

Can we design a different kind of soil carbon market?

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What if the system wasn't designed for farmer participation in the first place?

I owe my life to a stranger who owes me $100

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A stranger, a tarp, some twine, and an unforgettable light show

Helping investors suspend disbelief

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What you're selling is a version of the future that doesn't yet exist, but is plausible

Confusing a user with a beneficiary in the messy middle

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Founders confuse a user of the product with the beneficiary - these are not the same thing

The fallacy of R&D protectionism

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It is a fallacy to think that you can have independence and control

How I overcame imposter syndrome and learned to love not knowing enough

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Imposter syndrome is in fact your superpower - use it wisely

The factory has no roof

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In a world of omniscient satellites and machine learning is farm data privacy a thing?

Confusing attention with reputation in the messy middle

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Startups can get stuck in the messy middle when they confuse attention with reputation

3 factors that stop farmers from adopting your solution

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The things you are focused on are not that things that will drive farmer adoption

Why you need to think twice about carbon offsets

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Carbon offsets are not a complete solution to our climate woes

I rode into agtech on a broom handle

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My journey into tech and agtech began at the end of a broom handle