The Core Issue Is Trust

There’s nothing unique about modern agriculture’s struggle with connecting with the general public. The exact same issues seem to exist in most other modern industries.

The technology industry is exactly like the agricultural industry. Google is part of the big tech crowd, what they do know is starting to scare the general public, and no one really has any clue how today’s technology really works.

If you’re in agriculture, this sounds familiar, right? I think we sometimes overdo the “generations removed from the farm” concept. The real issue is folks don’t understand technology, or agriculture, and therefore they don’t trust it. This hits me strongly because I feel like these are the very two industries I do understand the best, and I see things completely differently. So, it made me pause and consider a couple of industries I know nothing about: healthcare and education.  And, I realized I have the exact same trust issues.

Specifically, in healthcare – I trust my local doctors, probably because I know them personally. However, as anyone knows, there’s a growing movement out there that does not, and hence the entire alternative medicine business, that is only very weakly based on science and much on emotion. But, I’m not immune to this lack of trust.  A few years ago, I dealt with kidney cancer. After two operations four years apart, I’m walking around with one less kidney. When the first scan came back that the mass had reappeared after the first operation and a second was needed, my emotions ranged from, “is business just slow for this doctor and he wants to operate?” to “maybe things are a lot worse than he’s really telling me?” In reality, in either case, I simply didn’t trust him and a big part of the reason was I had no clue what was going on.

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