At Michelman, we understand that true innovation comes from more than just breakthrough science — it begins with understanding the people who use our products every day.
Listening is at the heart of what we do. But it’s not just about hearing words; it’s about asking thoughtful questions that uncover underlying needs and uncertainties. In product development, I strive to understand what keeps customers up at night, their long-term goals, and the pressures they face. These conversations often reveal challenges that aren’t immediately obvious — such as workflow inefficiencies or environmental concerns. When we take the time to listen deeply, we can tailor solutions that not only meet customer needs but also improve upon their current practices.
Building trust and forging authentic relationships is essential. Agriculture operates on long-term cycles, and a single misstep — like a poor seed coating — can have costly repercussions throughout an entire growing season and beyond. These high stakes drive us to develop products our customers can depend on. By seeing the process through their eyes, we can identify unmet or unspoken needs and prioritize innovations that address specific productivity barriers, whether it’s faster drying times, improved flowability, or enhanced environmental safety.
One approach I rely on is the “jobs to be done” framework. Rather than focusing solely on the properties of a coating, we ask: what specific production bottleneck is this product designed to solve? This perspective helps uncover hidden frustrations — such as poor seed treatment retention or planting accuracy issues — that, once identified, guide us in developing targeted, practical solutions. It’s a pragmatic approach that ensures our innovations aren’t just novel but are genuinely useful and aligned with real-world applications.
At Michelman, we’re committed to sustainable solutions that deliver measurable results. Customer input drives our development of bio-based alternatives that match or exceed the performance of traditional chemistries. These efforts reflect our genuine desire to minimize environmental impact while maximizing efficacy. During times of economic, political, or climate uncertainty, this customer-centric mindset allows us to respond swiftly and responsibly.
In the end, technology is only valuable when it solves real problems for real people. By listening carefully and engaging authentically, we turn ideas into solutions that make a meaningful difference. Grounding our work in direct customer feedback ensures we create innovations with immediate practical value and long-term agricultural impact.
