True innovation is about creating meaningful connections and building trust at every level of an organization.
In today’s episode, Brad Fruth, Director of Innovation at Beck’s Hybrids, shares his insights on how the agriculture industry can continue to innovate and thrive. He discusses how Beck’s has maintained its growth by prioritizing relationships over typical ROI-driven metrics and creating a culture that values authenticity and transparency.
Brad highlights the importance of empowering teams and developing an environment where innovation thrives from the ground up. He discusses how Beck’s approach to partnering with startup companies and collaborating with farmers has been crucial to achieving long-term growth.
Key Takeaways:
Create Long-Term Value: Brad shares how they’ve built programs that not only address immediate needs but also nurture the long-term growth of the business, ensuring sustainable success for all involved.
Timestamps:
(00:00) Introducing Brad Fruth
(02:12) Balancing innovation with daily operations
(06:10) Why Beck’s focuses on internal consultancy
(08:50) Building value with startups without money exchanges
(10:20) Understanding what drives customers and dealers
(13:15) Emphasizing authenticity and market feedback
(16:00) Supporting farmers and dealers with research-backed insights
(18:22) Integrating new technology with Beck’s strategy
(20:10) Prioritizing long-term relationships over quick wins
(22:30) The need for flexibility in decision-making
(26:45) Supporting managers with ideation and execution
(30:20) Building empathy within dealer networks
(35:10) The success of Beck’s design thinking workshops
(48:22) Creating fanatical customers with unique experiences
(52:33) Reflecting on Beck’s values and sustained growth
