The FutureThe FutureTom FieldTom Field

““I like the dreams of the future I like the dreams of the future better than the history of the better than the history of the

past.”past.”Thomas JeffersonThomas Jefferson

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

Charles SchultzCharles Schultz

Farming is in crisis. Farming is in crisis. People will continue to eat, and People will continue to eat, and

someone will continue to produce someone will continue to produce their food. their food.

But farming, as we have known it, But farming, as we have known it, almost certainly is coming to an end.almost certainly is coming to an end.

John Ikerd, Univ of MissouriJohn Ikerd, Univ of Missouri

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

My job is to make you My job is to make you toss and turn!!toss and turn!!

Three Rules for Dealing Three Rules for Dealing with the Futurewith the Future

Don’t let your success get in Don’t let your success get in the way of your opportunities.the way of your opportunities.

Deliver unique attributes via Deliver unique attributes via the marriage of innovation the marriage of innovation with core values.with core values.

Get out of your comfort zone.Get out of your comfort zone.

““If there is nothing very special If there is nothing very special about your work, no matter how about your work, no matter how

hard you apply yourself you hard you apply yourself you won’t get noticed, and that won’t get noticed, and that

increasingly means you won’t increasingly means you won’t get paid much either.”get paid much either.”

Michael Goldhaber, Wired

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

Global Competition will Global Competition will be fiercebe fierce

““The world has arrived at a rare The world has arrived at a rare strategic inflection point where strategic inflection point where

nearly half its population—living in nearly half its population—living in China, India and Russia—have been China, India and Russia—have been integrated into the global market integrated into the global market

economy, many of them highly economy, many of them highly educated workers, who can do educated workers, who can do just about any job in the world.just about any job in the world.. .

We’re talking about We’re talking about three billion peoplethree billion people.”.” ——

Craig Barrett/Intel/01.08.2004Craig Barrett/Intel/01.08.2004

The Global Market Yields The Global Market Yields New Competitors:New Competitors:

Customers in the Customers in the future.future.

Customer of the future: Customer of the future: Burden of Accumulated Burden of Accumulated

AggravationAggravation1.1. Regulatory climate Regulatory climate

burns their time and burns their time and energy.energy.

2.2. Economic climate Economic climate adds to their adds to their uncertainty.uncertainty.

3.3. Finding and keeping Finding and keeping good help drains good help drains them.them.

4.4. Marketing options, Marketing options, information, and information, and technology evolve technology evolve faster than their faster than their ability to adapt.ability to adapt.

Customer of the future: what Customer of the future: what defines them?defines them?

1.1. Time constrained.Time constrained.

2.2. Increasingly averse Increasingly averse to risk.to risk.

3.3. Minimal tolerance for Minimal tolerance for unpleasant unpleasant surprises.surprises.

4.4. Keen desire for a Keen desire for a two-way relationship two-way relationship with genetic with genetic suppliers.suppliers.

Customer of the future: what Customer of the future: what defines them?defines them?

5.5. Healthy Healthy skepticism about skepticism about expensive or expensive or time-consuming time-consuming technologies.technologies.

6.6. Profit orientation Profit orientation coupled with a coupled with a preference for preference for simplicity.simplicity.

Role of the Role of the seedstock sector seedstock sector evolves!evolves!

Bulls

SeedstockCow-calf

Feeder

RetailFood Service

Packer

GeneticSolutions

Supply ChainCow-calf

Feeder

RetailFood Service

Packer

Servant to the industryServant to the industry

A A mono-maniacalmono-maniacal focus on the focus on the needs of the commercial needs of the commercial customer will determine the customer will determine the winners of the future.winners of the future.

Many large cow-calf producers Many large cow-calf producers will seek cheaper access to will seek cheaper access to genetics.genetics.

Evidence that you care Evidence that you care about your customer - about your customer -

Castrate Castrate 10 percent (at10 percent (at least)least) moremore bull calves bull calves this fall than you did last this fall than you did last year.year.

Then feed theThen feed theculls.culls.

The Stunning Power of The Stunning Power of InformationInformation

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

Information is the foundation of Information is the foundation of value – the cattle are only value – the cattle are only

carriers.carriers.

Production Maternal

CEDAcc

BWAcc

WWAcc

YWAcc

YHAcc

SCAcc

CEMAcc

MilkAcc

MkHMkD

MWAcc

MHAcc

$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:Partners - Not Optional:

Strategically aligned teams have Strategically aligned teams have already been formed!already been formed!

Breed will matter less!Breed will matter less!

The Status Quo Ain’t The Status Quo Ain’t Gonna Git ‘Er DoneGonna Git ‘Er Done

““The organizations we created have become The organizations we created have become tyrants. They have taken control, holding tyrants. They have taken control, holding us fettered, creating barriers that hinder us fettered, creating barriers that hinder rather than help our businesses. rather than help our businesses. The lines The lines that wethat we drew on our neat organizational diagrams drew on our neat organizational diagrams have turned into walls that no one can have turned into walls that no one can scale or penetrate or even peer over.”scale or penetrate or even peer over.” ——Frank Lekanne Deprez & RenFrank Lekanne Deprez & Renéé Tissen, Tissen, Zero Space: Moving Zero Space: Moving Beyond Organizational Limits.Beyond Organizational Limits.

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

Silo Mentality = Isolation = KaputSilo Mentality = Isolation = Kaput

KAPUT

INNOVATEINNOVATEINNOVATEINNOVATE

INNOVATEINNOVATEINNOVATEINNOVATE

INNOVATEINNOVATE

InnovateInnovate

InvestInvest

EngageEngageor…or…

Fade into the SunsetFade into the Sunset

– – just ask the pony express, railroads, just ask the pony express, railroads, AT&T, TWA, etc, etc, etcAT&T, TWA, etc, etc, etc

Read Weird Stuff….Read Weird Stuff….

Otherwise You Get Otherwise You Get

Very Predictable…Very Predictable…

Very Fast!!!!!Very Fast!!!!!

Meeting the Needs of Meeting the Needs of ConsumersConsumers

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

Darrell Anderson, National Swine RegistryDarrell Anderson, National Swine Registry

““Turning Turning Supermarkets Into Supermarkets Into Restaurants, Too”Restaurants, Too” ——

headline/headline/NYTNYT/08.05/re Whole Foods/08.05/re Whole Foods

Sales per Square Foot/GrocerySales per Square Foot/Grocery

Albertson’s: $384Albertson’s: $384Wal*Mart: $415Wal*Mart: $415

Whole Foods: Whole Foods: $$798798

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

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

““First we First we make the make the world world revolve revolve around you. around you. Then we Then we gently slow gently slow it down.”it down.” —tag —tag

line, Ritz Carlton Spaline, Ritz Carlton Spa

Prevent Defense Never Prevent Defense Never Works for Very LongWorks for Very Long

I used to think that the mark of a good I used to think that the mark of a good businessman was to not make mistakes. businessman was to not make mistakes. But then I met a lot of successful But then I met a lot of successful businessmen and realized that the key to businessmen and realized that the key to their success was they were willing to try a their success was they were willing to try a lot of things. That also means being lot of things. That also means being willing willing to make mistakes.”to make mistakes.” —Gordon Segal, CEO, Crate & Barrel—Gordon Segal, CEO, Crate & Barrel

Value Chains Value Chains DominateDominate

The FutureThe Future

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

Sidney Harman/Sidney Harman/Harman InternationalHarman International

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

Harvard Business Review, July 2003Harvard Business Review, July 2003

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

Hau Lee, StanfordHau Lee, Stanford

Technology Technology TechnologyTechnologyTechnologyTechnologyTechnologyTechnologyTechnologyTechnology

Technology transfer, Technology transfer, information systems, and information systems, and

educationeducationThe existing system is not capable of The existing system is not capable of

meeting the needs of the beef meeting the needs of the beef industry in the future.industry in the future.

Technological evolution is shaking Technological evolution is shaking agricultural R&D, communication, and tech agricultural R&D, communication, and tech transfer to its rootstransfer to its roots

The needs of the future are integrative The needs of the future are integrative and multi-disciplined (even outside the and multi-disciplined (even outside the box created by the agricultural disciplines)box created by the agricultural disciplines)

Brands are Brands are Dead!Dead!

The Death of Brands….The Death of Brands….The Birth of Dreams!!!!The Birth of Dreams!!!!

Brands are dead:Brands are dead: OveruseOveruse Lack of mysteryLack of mystery Failure to engage the “new”consumerFailure to engage the “new”consumer Competitors imitate and emulateCompetitors imitate and emulate Brands based on recipe approaches Brands based on recipe approaches

won’t performwon’t perform The steady slide into risk avoidance The steady slide into risk avoidance

has dulled brands into commoditieshas dulled brands into commoditiesSource: Kevin Roberts, Lovemarks: The Future Beyond BrandsSource: Kevin Roberts, Lovemarks: The Future Beyond Brands

““We are in the twilight of a society We are in the twilight of a society based on data. As information and based on data. As information and intelligence becomes the domain of intelligence becomes the domain of computers, society will place more computers, society will place more value on the one human ability that value on the one human ability that cannot be automated – cannot be automated – EMOTIONEMOTION.”.”

Source: Rolf Jensen, Copenhagan Institute for Future StudiesSource: Rolf Jensen, Copenhagan Institute for Future Studies

Experience Ladder/TPExperience Ladder/TP

Dreams Come True Awesome Dreams Come True Awesome ExperiencesExperiencesSolutions/SuccessSolutions/SuccessServicesServicesGoodsGoodsRaw MaterialsRaw Materials

WHERE ARE YOU ON THE WHERE ARE YOU ON THE SCALE?SCALE?

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

““When I first suggested that When I first suggested that LoveLove was the way to transform was the way to transform business, grown CEOs blushed and slid down behind annual business, grown CEOs blushed and slid down behind annual

accounts. But I kept at them. I knew it was accounts. But I kept at them. I knew it was LoveLove that was that was

missing. I knew that missing. I knew that LoveLove was the only way to ante up was the only way to ante up the emotional temperature and create the new kinds of the emotional temperature and create the new kinds of

relationships brands needed. I knew that relationships brands needed. I knew that LoveLove was the was the only way business could respond to the rapid shift in control only way business could respond to the rapid shift in control

to consumers.”to consumers.” —Kevin Roberts/—Kevin Roberts/LovemarksLovemarks

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

Source: Rolf Jensen, Copenhagan Institute for Future StudiesSource: Rolf Jensen, Copenhagan Institute for Future Studies

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

Oregon Country BeefOregon Country Beef

CourageCourage

CreativityCreativity

Cut the ropesCut the ropes

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

Andrew CarnegieAndrew Carnegie

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

John SchaarJohn Schaar

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