Life is no brief candle to me. It’s a sort of splendid torch which I’ve got to hold up for the moment and I want to make it burn as brightly as possible before handing it on to future generations.” ~George Bernard Shaw

Leadership is passion. Without passion, a person will have very little influence as a leader, particularly with the challenges in agriculture. I believe passion provides an individual with the light of leadership and creates an undeniable drive to make a difference. Sometimes it seems as truly impassioned leadership in agriculture is missing.

Consider the legacy of historical leaders like J.F.K., Mother Teresa, or Abraham Lincoln. They are regarded as great leaders because they passionately worked to help others. In the 21 Irrefutable Laws of Leadership, John Maxwell said “leadership is about influence – nothing more, nothing less.” This moves beyond defining the leader to looking at the ability of the leader to influence others. Indirectly, it also builds upon leadership character, since without maintaining integrity and trustworthiness, the capability to influence will disappear.

Leadership is not achieved by those who speak the most eloquently, command the most attention or win the most awards. Rather, leadership is one’s ability to influence and help others – as Maxwell notes above. I believe this philosophy needs to be emphasized more in our society today, particularly as it relates to leadership development in youth. We often reward young people for “face value” leadership activities rather than really focusing on skills to draw a team together and move the group forward. For example, students with polished speaking skills or athletic prowess are often awarded with leadership positions without determining their abilities as a leader.

One only has to look at the demise of business ethics to see the results of “face value” leadership. True leaders combine absolute integrity with an innate ability to unite a group around a central cause. Warren Bennis said “Good leaders make people feel that they’re at the very heart of things, not at the periphery. Everyone feels that he or she makes a difference to the success of the organization. When that happens, people feel centered and that gives their work meaning.”

This “meaning” is essential to the happiness of an individual, whether they are working for a large corporation, volunteering for a non-profit, or developing their own business. After all, human naturally desire to make a positive contribution to society; a lasting impacting both on both the present and future. I believe great leaders recognize that need, draw upon it, and use it to engage individuals in their cause. Essentially, they draw others to the flame of their passion!

Unfortunately, the passion that fuels leadership can be used for both good and evil. One hour visiting a concentration camp leaves an everlasting picture of how Hitler’s passion influenced thousands to create mass human devastation. Osama Bin Laden offers a modern day example of a leader that left an indelible impression on a generation who never before experienced war on our land. While I do not advocate such destruction, it is my opinion that September 11th served as a wake-up call for widespread apathy across the United States.

Many positive examples of leadership were found in that tragic day, yet there was one figure that consistently stood out from the dust settling around the twin towers. Passion for the U.S.A., America’s freedom, and our inherent independence defined Rudy Giuliani’s leadership legacy. Like many great leaders in world history, Giuliani’s legacy was defined by leading through a crisis.

Impassioned leadership gave Giuliani the courage to face the unthinkable in his beloved city. We should all learn from the leadership examples of September 11th that finding our personal passion allows us to influence individuals at a level we might not believe. As Eleanor Roosevelt said “You have to accept whatever comes, and the only important thing is that you meet it with courage and with the best that you have to give.”

Agriculture needs to remember those lessons as we are challenged with economic uncertainty, increasing foreign competition, and decreasing consumer understanding. Each individual I’ve met in agriculture has a passion that drives them to want to be a part of this industry, from raising a family with farm values, helping to feed starving people or protecting the foundation of our country. Yet, I’ve also found that agriculturists have a challenge in truly stepping out to share that passion with others.

Now is the time when we, as leaders in agriculture, must find ways to extract that passion and create more leaders of influence. Our industry needs impassioned leaders that will help develop consumer understanding, think out-of-the-box, and influence the myriad of agrifood customers. After all, if we are to pass on the splendid torch noted in George Bernard Shaw’s quote to future agriculturists, we need to ensure it is burning as brightly as possible. Passion is the light of the leadership torch that will help guide the way for agriculture now and in the future!

International adventures…love them or hate them, they’re sure to provide a story. Fresh on my mind after returning from Ireland, there are many lessons to be learned while working around the globe. Every country presents a few interesting cultural challenges, even when English is the common denominator.

Driving on the left hand side of the road is one of the most noticeable differences that we “yanks” deal with in any of the British ancestral countries. My approach involves staying as far as possible from the center line – a tactic frequently not appreciated by passengers who become close acquaintances with shrubbery. It makes for some entertaining experiences, particularly when combined with sheep wandering across 10-foot wide roadways that make our farm lanes seem like interstates and random signs that switch between English/Irish/Gaelic.

Have you ever tried to drive the wrong way down a road? When it’s in our own land, it’s downright embarrassing. However, when it’s the law to drive on the “wrong side,” you’re forced to re-think most of what has become habit since those days in driver’s ed class. Before I digress further, let’s just say it’s time for agriculturists to take a drive on the other side of the road and review some of our age-old habits.

The analogy is simple; agriculture has been contentedly sticking to the “right side” of the road with very little attention to traffic flow. Events like BSE in North America have caused emergency reactions, rather than proactive planning for an infrastructure that makes sense. We’re on a crash course and this a critical time to open our eyes to what direction the rest of the world is going. While our industry hasn’t literally been pushed to another country (yet), I liken it to an international adventure.

My other articles reviewed the importance of identifying strategic target audiences that need to learn more about agriculture. The next step is to determine which side of the road is that target audience driving on. In other words, what’s their terrain like? What’s important to them?

“Hot buttons” is a phrase I’ve coined for these areas of personal passion or pursuit. Finding and connecting with hot buttons is a surefire way to at least get on the same roadmap. Yet, how much time does our industry spend focusing on yield, ROI, commodity prices, and other areas important to agriculture?

Consider how your business can take a few minutes to find out what your customer’s hot buttons are – without making assumptions. As business experience has probably taught you, asking questions is the best way to find out what really matters to people. Finding these hot buttons doesn’t have to be time consuming or difficult; it’s simply about having a discussion. Quality of family life, food safety, convenience, and environmental protection are just a few examples of hot buttons cited by most consumers. Votes, power, and media attention are hot buttons common amongst legislators.

After all, there are several “outside” groups driving agriculture. Consumers ultimately drive demand and therefore, prices. Legislators drive policy and regulation. The popular press drive perception. While agriculturists have a right to continue being drivers in our own business, we have to understand what else is happening on the road. Foreign territory for many, yet these hot buttons of others will be crucial to navigating the future terrain in agriculture.

Are you frustrated by the lack of understanding about agriculture? Consumers don’t appreciate where their food comes from. Politicians can’t fully grasp what’s needed to help the agrifood business. The media seems to add to the onslaught with sensationalism from activist groups.

I understand your frustration. As a matter of fact, my goal as a professional speaker is to help the agricultural industry “champion our cause.” Yes, I know your inbox is overflowing and chores are always waiting. But the reality is that we have to make time to champion agriculture now because we are losing in the courtroom of public opinion. Whether you’re elevator manager, a feed salesman, or a farmer – YOU are the best spokesperson there is because of your personal involvement in the agrifood business!

Greenpeace, PETA, Friends of the Earth, and other activists will gladly ‘tell agriculture’s story’ if you don’t make the time or find the courage to speak up. Take a look at what happened in Zambia when activists created emotions that over-ruled the reality of three million starving people. European-funded environmental organizations recently admitted to stirring up anti-biotech hysteria in Sub-Saharan Africa. The result was Zambia’s rejection of U.S. food aid – grain that could have reduced starvation.

When people are allowed to starve because of activist rhetoric, it’s pretty clear these extreme interest groups have done more than make inroads – they’ve invaded our territory! What’s more, our opportunity to educate consumers based upon the facts is dwindling. Consumers are forming more opinions about farming and food production techniques, according to a recent study sponsored by American Farm Bureau (AFBF) and Altria Group (formerly Philip Morris). That same study showed that 75% of consumers believe agriculture does only a fair or poor job in communicating about our industry.

YOU can change that perception by actively championing agriculture. Here are 6 easy-to-remember steps to help you:

• “Who: Identify your target audience. Who can make a difference for the cause of agriculture? Look at it the same way as you do hunting or playing a game of darts; you want to hit the bull’s eye. Who do you need to help understand where their food comes from in your local area? Teachers, kids, media, consumers, and elected officials are all examples of groups with key influence.
• What: Find your target audience’s hot buttons. What’s important to them? A hot button is an area of personal passion or pursuit – something that will really get them excited! Don’t assume that you know; ask some questions to find out what they really care about. A hot button may seem unrelated to your cause and you may not agree with what you hear, but listen carefully.
• Why: Determine how agriculture connects with the target audience’s hot buttons. For example, the AFBF/Altria Group study showed that 91% of consumers surveyed were concerned about protecting groundwater from contaminants. If you’re targeting consumers, take the time to explain how biotechnology or modern farming practices actually reduce the chemicals needed.
• How: Follow a proven process to develop long-lasting relationships. Do you “buy” an idea from somebody you don’t trust? A process that works in a variety of situations: build rapport, identify needs by asking questions, offer a solution for their needs, motivate to action, overcome objections, and then get their commitment.
• Where: Strategize where you can reach your target audience. It may be at the county fair, your grocery store, or simply having a discussion at church. For example, you’re targeting local media and decide to host a press tour that includes stops at your facilities and a local farm. Focus on educating them about food production/processing techniques, give them facts and a hands-on experience. You’ll generate positive press and become a source of expertise for future stories.
• When: One hour – once a week. Add “championing agriculture” to your checklist for each season. Consider it your opportunity to plant seeds for the future of our industry! And if you don’t make a point to start investing one hour/week this season, what will your harvest be?

Helping people understand our industry doesn’t have to be complicated. The good news is that farming consistently ranks as one of the top three most highly respected occupations in the country. We need to leverage that respect into an understanding of what happens from the farm gate to the consumer plate. Turn your frustration into positive energy by using these six steps to champion agriculture!

While enjoying game drives, a lion breeding farm, and cheetah research facility in South Africa, I realized wildlife and our industry have some things in common. A few of the parallels that can be drawn between today’s agribusiness and a South African safari: