b'FORAGE & TURF BUSINESS GROWTHGrass Seed Market Resilient Despite 2024 Challenges Knowing the Difference Between Consensus and Engagement Makes All the DifferenceADGER BANKEN VP Wholesale & ProcurementDLFab@dlf.comdlf.com@DLF_Seeds SHAWN BROOK PresidentSeed World Groupsbrook@seedworldgroup.comseedworldgroup.com@SeedWorldGroupAs I facilitate discussions around the world, Ive come to learn whatPeople usually have more similarities in their goals than dif-makes for a truly successful discussion that results in substantiveferences, but they often see it as a complete adversarial situation change versus an outcome that simply keeps status quo or gets theres NO way were giving into THEM, I often hear. In people to begrudgingly agree with something. The former generatesthese cases, no one is committed to engaging because they see it as engagement, while the latter simply generates consensus. taking a weaker position.Whats the difference between generating consensus andIf you use outside engagement in the form of a facilitator, engagement? Generating consensus is getting everyone to agreenobody must take a weaker position.to go in a certain directionSure, that sounds OK to me, theySo how do you arrive at getting people engaged? Grant them sayand then everyone moves that way.some ownership over the outcome. The idea, campaign, or strategy Engagement, on the other hand, is about understanding why,that comes out of it isnt the most important piece; the ownership buying into the why, and charging forward at 100 miles an houris. When its their idea, theyll be fully committed, self-adjusting, behind that why. and tweaking as needed. You might work hard for the bosss idea, Consensus isnt bad. We need some consensus in our lives.but you will literally run through a wall for your own idea. That ability to get everyone to say yes is a great skill to have BUTThe tricky part is when people slide into thinking theyre being (used for dramatic effect, because I should never use this word!)manipulated into agreeing with a certain idea. Nothing about this when we need real buy-inwhen we need people to fully commitis manipulation; its about clarity. The distinction between manip-and push towards a goalwe need engagement. And engagementulation and clarity is massive, and it often comes down to intent. If comes from genuine conversation and understanding, not just fromyour intent is to show that your idea is the right one, thats manipu-agreement. lation. If your intent is to have everyone believe in the path forward, Getting there isnt easy, though. Getting people engaged oftenthats clarityand having someone who knows how to help you requires an outsider who can shed light on the commonalities ingenerate it is invaluable.whats being discussed. Elevate your business withthe knowledge you need.Subscribe now for exclusive insights, breakthrough trends, and expert analysis delivered directly to your inbox. Join the Seed World Europe community today!seedworld.com/subscribeNOVEMBER 2024|SEEDWORLD.COM/EUROPEISEED WORLD EUROPE I 23'