b'volatility in a price driven market. Today, were providing value, consistent performance, and choices resulting in added profit-ability for customers and consumers.As well as keeping on top of the game, DeMasi says its important to provide education on those new tools. Education takes time and resources, she says. Most eve-ryone knew what the common species were. Weve not only introduced new varieties of those species, but new concepts and new species. Investing in education for the entire stakeholder chain has been critical for our success.Finding SuccessBeck says one thing that helped him find success was always ensuring he had what he needed to be successful.If you dont have what you need, whether thats product-wise, a good marketing ability or agronomic information, you need to find a way to get those things to make your company successful, he says. In other words, you may need to be the best at something to put you in a position of having something that someone else needs.For example, Beck says that if a company needs products but has wonderful sales expertise, then you need to barter for that sales expertise to obtain the best products you need. Figure out what youre good at and see if anyone else wants it, Beck says. DeMasi believes that one of the best things that has helped her find success as an independent seed company is listening. Keep your eyes and ears open, and keep an open mind, she says. I need to follow my own advice more than I doremem-bering the ratio of my eyes, ears and mouth. Its more valuable listening and learning than it is to talk.DeMasi relates this idea to going to a department store and having a salesperson hover over your shoulder the whole time.Risa DeMasi serves as co-founder and director of marketing forIts easy to think, I have all this information, and Im excited Grassland Oregon.to share it, but you dont want to be overwhelming or annoy-ing, she says. You can be more effective by listening and asking good questions than you can by unloading information. When it comes to competing, Beck and DeMasi dont see a Ive been in the industry for 33 years, and Grassland Oregonneed to worry.has been in existence for 20 years, she says. The one constant isNo matter what industry youre in, theres always room at changethe ability to look 10 years ahead while keeping yourselfthe top for the best, Beck says. Dont worry about whether or up to speed with the industry overall can be a challenge. not you can compete, just work at being the best. If you do that, She says if you dont stay on top of whats going on in thetheres always going to be room. industry, it can create blindness to new opportunities. If were doing our job right, then were providing value to our Staying on track while discerning new opportunities iscustomers, DeMasi says. So maybe were more collaborators vital and invigorating, DeMasi says. Ive seen things go fromon the same path. Obviously, we have competition, but we dont commodity trading to more efforts in research and improvedwant to focus too much on what theyre doing. That can put us in genetics. It used to be a lot like the stock marketconsiderablea following position. Wed rather be leaders than followers.SW70/ SEEDWORLD.COMJANUARY 2020'