After stepping away from WMG, I’ve launched something new—Innovation Squared. It’s built around one core insight: we don’t have a shortage of good ideas in ag innovation—we have a shortage of traction. Too many high-value innovations stall before they reach the right farmers.

“Don’t target types—target interest and motivation.” One of the best takeaways from this week’s ISQ+. If you’re still designing adoption strategies using Rogers’ curve, it’s time to rethink. 🔗 Read ISQ+ preview.mailerlite.io/preview/153226… 📬 Subscribe i-squaredapp.io/subscribe-form #agchatoz

The chasm isn’t just a theory—it’s the reason most ag projects stall. ISQ+ explores why momentum matters more than awareness, and how networks carry innovation across the gap. 🔗 Read Edition 3 preview.mailerlite.io/preview/153226… 📬 Subscribe here i-squaredapp.io/subscribe-form #agchatoz

“No” is rare. Farmers usually say “not yet.” ISQ+ Edition 5 explores why traction matters more than promotion in extension - and how to reduce risk so adoption can happen. Practical tips inside ISQ 👉 i-squaredapp.io/subscribe-form #AgTwitter #Extension #Innovation #Traction

Missed ISQ+ Edition 5? It’s all about turning “not yet” into adoption. Good comms matter—but traction happens when you reduce risk for farmers. Catch up here 👉 i-squaredapp.io/subscribe-form #AgTwitter #Extension #Adoption

Extension isn’t just about delivering info — it’s about designing for results. This week in ISQ+: ✅ My model for smarter project design ✅ Why Plan B sometimes beats Plan A ✅ and more Read Edition 6 → i-squaredapp.io/subscribe-form #AgTwitter #Extension #Innovation

New in #ISQ+ Edition 8 → Why the middle majority matters → What they actually need to adopt change → How to design extension that builds trust They are not resistant. They are paying attention. Read now → i-squaredapp.io/isqplus #AgTwitter #Adoption #Extension #Innovation

Missed Edition 8 of #ISQ+? It is all about the middle majority—the group that quietly shapes whether innovation scales or stalls. → What they want → Who they trust → How to reach them Catch up here → i-squaredapp.io/isqplus #AgTwitter #AgInnovation #Extension

Our network isn’t a list of contacts. It’s an ecosystem. Mentors, peers, soundboards, and aspirational figures. Each plays a role in how you grow. This month’s ISQ+ explores how to design the people around you with intent. 🔗 i-squaredapp.io/isqplus #AgInnovation #Leadership

The strongest networks are never accidental. They’re shaped, tested, and refined over time. If you missed the latest edition of ISQ+, now’s the time to catch up: 🔗 i-squaredapp.io/isqplus #AgTwitter #ISQplus #NetworksThatMatter

Its been amazing to work with DataFarming to strengthen the engagement pathways for their farmer-focused platform. Taking a farmer-centric view can be the difference between adoption and abandonment. See what we got up to → i-squaredapp.io/isq-insights

Theory of Change is useful - until it becomes something no one looks at. In ISQ+ #11: ✅ Why good strategy must stay dynamic ✅ Tools to refine your thinking in real time ✅ A school project that nailed strategy Access the latest edition → i-squaredapp.io/isqplus