There isn't much attention paid to how decision-making transitions from one generation to the next on family farms. The problem? As the roles of each on-farm generation evolve, it affects more than just the farm families. It affects the businesses who work with them.
Marketers talk a lot about differentiation. The problem is that their processes can be a little self-centered rather than customer-focused.
It can be easy to fall into the trap of thinking that marketing is all about your organization. But sharing what you stand for has to go beyond telling customers what to think about you.