b"But, as of right now, most of the moves towards the carbonthe hardest part. Its really important that youre able to articulate market have been made by larger, multinational companies. So, your storyin a quick and simple manner because all of us have how can independent companies get involved in the carbonshort attention spans. No one wants to listen to a 30-minute market? answer to a simple question of what your company does.[Independents] are struggling with definition, says BryanInstead, Negrin believes perfecting your elevator pitch is Gerard, president of JoMar Seeds, during a Giant Views interviewimportant, and keeping your story consistent. Though you might at the American Seed Trade Associations CSS & Seed Expo.get tired of telling the same story over and over again, keep-Questions, such as: What is the carbon program? What is theing it consistent ensures that your message is coming through sustainability program? How do I connect that to my business?properly. And rememberjust because youve heard it a million Where can I go and partner with one? are all questions thattimes, doesnt mean everyone has or remembers. Gerard has heard from his own independent customers.Having that consistency builds recognition, Negrin says. Youre an entrepreneuryou have to learn how to partici-pate [in these programs] and utilize them to grow your business,Make sure to watch the full conversation where Emily Negrin talks more about Inaris Gerard says.story at seedworld.com/when-creating-a-brand-emily-negrin-says-its-important-Its also important to keep in mind that the carbon marketto-have-a-good-story/.isnt just a space for multinational companies.I often hear the comment, Its only for the big guys, Gerard says. They need to flip that mindset. I think one thing that wouldManaging is Emotional. Heres Some Tips to Help Outhelp is that if theres companies out there that have created sus- As a first-time manager, there are a lot of questions that you tainability that arent in the seed industrypartner with inde- may be asking. And one thing thats really challenging? The pendent seed companies. change and transitions that come with new management.In the future of sustainability and carbon markets for inde- The most common element of any transition is recogniz-pendent companies, Gerard thinks partnerships are going to being that change is emotional, says Jonathan Shaver, owner incredibly important.of Envision Partners in a Seed World Giant Views interview Licensing is a major component of our industry. Sitting downat the American Seed Trade Associations CSS & Seed Expo. and doing things with your competitors is part of doing busi- Particularly in agriculture, the idea of an emotional transition is ness now, Gerard says. Those collaborations are really healthythat weve built up our career or skillset to make a difference inindependents just need to take that same approach and ask:the world in a particular way.How do I connect? How do I integrate myself into what carbonWhen getting promoted to a new positionespecially a programs are out there? leadership positionShaver says this can cause a bit of a crisis. You might ask: how does this fulfill my personal mission and my Watch Bryan Gerards full Giant Views to hear more about how independents areintended purpose?plugging into the carbon market: seedworld.com/independents-look-to-break-into- Often, the emotional side of a new leadership role is over-the-carbon-market-bryan-gerard-says/. looked in favor of the strategic directionhow do you do the job and get everything done, while maintaining a similar work When Creating a Brand, It's Important to Have environment with employees?a Good Story Shaver says its important not to ignore the emotional side of If youre new to the seed sector, one things obvious. You needthings, and to realize its okay to be vulnerable with your team to establish a good, strong brand in order to get recognition atand management.conferences, meetings and in the marketplace. Without a strongThe role of a leader is to lead change, he says. Its worth brand, your hard work might go unnoticed.taking time to call out and say that roles have changed. Dont A lot of the times, people think its hard to be the small, newassume everybodys going to get ittake time to talk about it. player, says Emily Negrin, vice president of corporate affairsAnd, when you have questionsdont be embarrassed to for Inari, in a Seed World Giant Views interview at the Americanask questions. Though being vulnerable can be tough as a new Seed Trade Associations CSS & Seed Expo in Chicago. But itsleader, being curious is never a step in the wrong direction.also a great opportunity because nobody knows our story itBe curious to your boss and ask: How would I go about gives us a chance to really establish ourselves and our story. doing this? You truly should be curious, Shaver says. You Though newer to the sectorat only about six years old should want to know how to do your job and learn new skills. thats exactly what Inari has been working towards: building aFind resources to help you when you dont know how to go strong, recognizable brand with a passionate story.about something.SWBut, whats the key to building that brand and story?Know what your why is, Negrin says. Whats the purpose of your company? Whats the biggerFind out more tips for managing your business from Jonathan Shavers full Giant View thing that youre driving towards? she asks. From there, its allat seedworld.com/managing-is-emotional-jonathan-shaver-gives-some-tips-to-about being able to clearly articulate that, which is sometimeshelp-out/.16/ SEEDWORLD.COMFEBRUARY 2023"