b'BUSINESS GROWTHYou Deliver the Best New Genetics? Heres What to Say InsteadSHAWN BROOK President, Seed World Groupsbrook@seedworldgroup.comseedworldgroup.com@SeedWorldGroupLETS BE HONEST for most of us in business, our first instinctStart your story with their challenge or aspiration. Every is to make ourselves the hero of the story. We talk about whathero begins with a problem to solve or a dream to chase. Lead we built, what we sell, what we know. Its natural. After all,with what matters to them, not what you sell. Reflect their were proud of what we do. worldnot yours. Use their language, their visuals, their envi-But heres the truth: youre not the hero. Your customer is. ronment. Celebrate their wins, not your company milestones.This is one of the biggest mindset shifts Ive ever had toWhen you tell stories of transformationfrom risk to make as a storytellerand it completely changed how Ireward, from uncertainty to confidenceyou dont just sell a approach everything from marketing campaigns to interviews. product. You build a connection.Think of it like the classic heros journey. The hero (yourAnd heres the best part: every great heros journey ends customer, your grower, your dealer) faces a challenge. They wantwith an open door to the next adventure. Thats your call to somethinghigher yields, more efficient operations, betteraction. Dont just tell them what you offerinvite them to seed qualitybut something stands in their way. Then, theytake the next step in their story.meet a guide. Thats you. You bring the tools, the insight, theRead how insert new variety here could fit your acres. experience that helps them overcome the obstacle and succeed. Lets write your success story.Its a subtle but powerful flip. Instead of saying, We deliverThats what great storytelling doesit doesnt make your the best new genetics, say, Growers can unlock new profitaudience a spectator. It makes them the hero.potential with our genetics for Canadian conditions. And when you start seeing your story through their eyes, See the difference? One is about you. The other is abouteverything changes.them.COLOUR SORTERSHow a 3D Model Helped Us Avoid Expensive Mistakes and Build SmarterDARCY UNGER General Manager, Unger Seed Farmadmin@ungerseed.caungerseed.caIT ALL STARTEDwith a rough sketch. Fall of 2023, my oldestin two senior folks from Cimbriaall the way from Europe had just finished his ag diploma and was coming home to join to walk through the plan with us. Then came the game-the farm full-time. I knew it was time to rethink our seed plantchanger: 3D modeling. the one my dad and I revamped back in 1996. When weWhat an amazing technology. Full digital layout. Machine bumped into Rod Cockerline from Nexeed at a Manitoba Seedspecs. Power requirements. Pipe diameters. Weight break-Growers meeting in Brandon, I said, Maybe we should talk. downs. A complete spreadsheet of every detail. That model let A few weeks later, he texted me asking what I had in mind.us visualize the whole operation, trace how seed would move I grabbed a scrap of paper and scribbled a rough layoutbins,from one machine to the next and make decisions we didnt screens, gravity sorter. That sketch kicked off something mucheven know we had to make.bigger than I expected. It didnt just help usit helped everyone else on the What surprised me most? How easy it was. Rod came outproject. Our electrician had the full specs, knew exactly how with his tablet, flipping through photos of other seed plants andmuch power the system would draw, and trenched in the new laying out some ideas. He didnt come in sellinghe came inservice with zero surprises. The cement crews schedule aligned. collaborating. His first recommendation was simple: go tourEverything clicked into place.some plants. My son and I hit the road, visiting operations thatThe old plant served us well. But the world has changed. ran Cimbria equipmentthe kind wed already been leaningNow, with tools like 3D modeling and partners like Nexeed, toward. you dont have to guess anymore. You can see it, plan it, and By February, we sat down again with Rod and laid out ourbuild it right the first time.vision. From there, things snowballed. In March, he brought JANUARY 2026SEEDWORLD.COM/CANADA 15'