Because it’s not moving the needle they need to have moved.
First, an allegorical rant about hydroponics…
I laugh and then get aggravated at these videos glorifying indoor hydroponics farms.
Not because they’re not awesome. They are absolutely incredible and should be pursued. Keep up the excellent work.
What I laugh at is usually the reporter saying something like, “This amazing farm can harvest a crop in less than 4 weeks. Could this be used to feed the world and save the planet?”
My guy… They are growing lettuce.
And selling it to high-end grocery stores and restaurants.
Greens are essential to a healthy diet. But they’re not staples. Nobody is going to meet their calorie requirements off of them.
But do a quick Google search for “indoor vertical hydroponic farm” and notice the similarities.
All lettuce. Maybe some herbs.
That’s also why they can harvest a crop in 4 weeks.
And also, you can harvest in 4 weeks in your backyard in a bag of Black Know, too.
That’s how long it takes to grow frickin’ lettuce to that size.
But staple crops that have carbs, fats, and protein (think beans, grains, potatoes, melons) take MONTHS to grow.
Greens are important once you have enough calories. Greens move the needle. They give an incremental benefit to optimize health once other essential needs are met.
But it doesn’t really matter how many carotenoids and polyphenols you’re getting if you’re starving to death.
***
Most of the value we add as business owners also just “moves the needle.”
We might see a few percentage points changed, and we market this (as we should).
10% increase in revenue.
20% reduction in production time.
30% cost savings.
15% increase in customer satisfaction ratings.
That 10% increase in revenue makes your $10,000 fee seem trivial – if you’re dealing with a ten-million-dollar company.
But to a $100,000k startup, it’s not breaking even.
This is why getting crystal clear on who you’re serving is so vital – selling a “solution” to folks that are not in the position to truly benefit from it is not sustainable in the long run.
Could anyone use your service?
Perhaps.
Could anyone potentially benefit from it in some way?
Maybe.
Will everyone get value from what you’re offering?
No.
And it’s your job to figure out who will.
#PlanTheHarvest #clientcultivationcycle #pollinatorpodcast #smallbusiness #marketing #sales #strategy #entrepreneur
