b'PROTECTING INNOVATIONLeadership is Tough!PANDEMIC, SUPPLY CHAIN CONSTRAINTS, direction, is engaged and contributing accordingly to manage multi generation employees, meet cus- a common goal. Culture is the job of top management tomer expectations! These are all key challenges facedto be implemented throughout the organization by the by leaders in the seed industry today. Whats a leaderleadership organization. Recently I heard a consultant to do? make a great point about competitive advantages. He Listen. Its a very simple concept, but listen to whatstated, you can compete with products but its very your customers, employees and vendors are telling you.hard to compete with a strong culture. Employees are Combine these elements and provide the engagingyour innovation engine that provide the ideas to help ELOY CORONA challenge to your teams for your companys success.solve these customer unmet needs.is the executiveThis involves using these insights to provide a vision forVendors. Lets not forget the folks we take for director of the Seedsuccess that teams can rally around. Everyone wants togranted who most assume provide just raw materials, Innovation andbe part of a winning team, but they need to have buy- services or insights into a companys portfolio. Vendors Protection Alliancein, they need to know they will make a difference. are a valuable partner who should be looked to for (SIPA). Customers drive your direction on what un-metadvice on improving the companys offerings. They can needs. Customers drive your direction on what un-metbring a fresh perspective, play devils advocate or pro-needs present themselves as opportunities versus yourvide a customized offering that supports a companys competition. Look deep at the why? below the unmetvalue proposition. Leaders shouldnt ignore insights needs to find emotional drivers that drive their decisionand desires of vendors contributions to a companys making. Your frontline people are closer than anyoneofferings.and should provide these insights, unfiltered to the strat- Leadership is a tough job juggling the many aspects egy groups. If customers feel your company is listeningof meeting customers un-met needs and meeting to their un-met needs the more likely you will succeedcompany objectives. A leader needs great listening in developing a partnership together. If not, youre justskills, vision, passion, agility, trust and the innate ability selling products versus selling value. A value proposi- to inspire the best out of each and every employee. tion is more than just a product composed of features,Managers are easy to findLeaders are much harder! advantages and benefits. It is the entire customer expe- They dont come in predisposed packages. They dont rience which should reflect your brand! have to be loud gung-ho types like General Patton. Employees are your innovation engine that pro- Your seed company needs leadership to accomplish vide the ideas to help solve these customer unmetits company vision. It also needs employees engaged needs and feeds the customer experience. However,in following that vision in order to meet customers for employees to engage they need to feel listened toun-met needs by providing strong value propositions. which brings us to culture. Culture is the companysYour seed company brand is a reflection of a customer moral fiber that connects everyones effort together toexperience. Do you have a specific customer experi-accomplish great things! Culture isnt just a nice market- ence in mind? Are your leaders agile enough to take ing gimmick to attract talent, it needs to be seen andcalculated risks to ensure a consistent customer experi-felt once an individual comes on board. You cant hideence is happening on each and every farm?it or just talk about it; employees will see and feel theYeah, leadership is tough and not for the faint of true culture at your place of business. Culture must beheart. But it sure is fulfilling.SWengrained in the workplace where everyone knows the 28/ SEEDWORLD.COMSEPTEMBER 2022'