ABOUT THIS EPISODE
This episode is a recording of The Momentum Network Webinar, originally recorded on July 31, 2026, and has been repurposed for The Germinate Podcast.
In this special episode of The Germinate Podcast, Joe Sampson and Jeremy Groeteke welcome Daniel Schultz, founder of Schultz Collaborative, for a conversation about challenging conventional thinking in agriculture and why the industry may need more than incremental improvements to move forward.
Daniel introduces the idea behind “Ag Done Different,” a philosophy that challenges agriculture leaders to rethink the way they innovate, market, sell, and build businesses. Rather than following the same industry playbook and competing within already crowded markets, Daniel encourages companies to question long-standing assumptions and look for opportunities to create something entirely new.
A major focus of the conversation is category design and what it means for agricultural businesses. Daniel explores why companies often spend so much time competing for existing demand when there may be a greater opportunity to create a new category altogether. By identifying problems differently and developing a clear point of view around those problems, businesses can potentially create demand rather than simply fighting competitors for the same customers.
Joe, Jeremy, and Daniel also examine why incremental innovation may no longer be enough. Agriculture is filled with companies making products slightly faster, more efficient, or more advanced than the previous version. While those improvements have value, Daniel challenges leaders to think beyond small changes and consider whether they’re truly solving problems in a new way.
The conversation also turns to sales and marketing, including some of the common mistakes agricultural businesses continue to make when trying to differentiate themselves. Daniel discusses why simply having a better product doesn’t automatically make a company stand out and how stronger positioning can help customers understand why a business or solution is meaningfully different.
Throughout the discussion, there is a strong emphasis on bold differentiation. In an industry that can sometimes be resistant to change, Daniel argues that the businesses willing to challenge established assumptions may have the greatest opportunity to shape what comes next.
Whether you’re an entrepreneur, executive, marketer, or sales leader, this conversation offers a different way to think about innovation and growth in agriculture. Instead of asking how to compete more effectively within the existing industry playbook, Daniel challenges leaders to consider a bigger question: What if you wrote a new one?
