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How a Farm Equipment Maker Pivoted to Precision Agriculture
Episode 62 of The Pivot Podcast examines how a 180-year-old agricultural equipment manufacturer transformed itself from a tractor company into a precision agriculture data platform. Lucas and Luna trace the story from the early 2000s pivot to GPS-guided steering, through the acquisition of a weather data startup for $300 million in 2013, to the launch of a subscription-based digital agronomy platform in 2020. They discuss the cultural clash between hardware engineers and software developers, the challenge of pricing data vs. equipment, and the surprising result that 70% of new tractor…
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