b'A Do-Gooders Treatise MARC ZIENKIEWICZ EDITOR, CREATE BY ISSUES INK @mzienkieMORE THAN 20 YEARSago, IInternational, to Burkina Faso. Imzienkiewicz@issuesink.comcame across a graph projecting globalknow the products we make helpissuesink.comfood demand, which was expected tolarge- and small-scale farmers. I also double by 2040. That graph illus- know when our products are used in trated the per capita food consump- Thailand and Vietnam, we increase tion per day of certain regions aroundrice yields, and in the DRC weDo You Know What the world and has been at the back ofincrease ground nut (peanut), corn my mind ever since.and cassava yields.Casuistry Is?Since then, my point of view hasIn Burkina Faso, farmers grow a been how do we improve this? Howlot of potatoes and sweet potatoes. I do we help feed the world? I haveask myself, how can we improve cropIM A FAN OFMalcolm Gladwells podcast seen the poverty. I have seen thequality and yields? Revisionist History. Its about historical events hunger. I have seen, firsthand, theOur first priority, from a busi- and people that have been overlooked or challenges people in these countriesness perspective, is to make money;misunderstood. A recent episode focused on face feeding their families.however, there isnt any reason why,casuistry, the resolving of moral problems by The Democratic Republic of theas a company, we cant participate inthe application of theoretical rules to particular Congo (DRC) is a perfect example.these projects in developing coun- instances, according to the Oxford dictionary.Prior to war and conflicts, the DRCtries teaching people how to growCasuistry helps people make decisions by grew everything it needed to feed itstheir own food as well as providingrecognizing that we cant simply use old princi-own people. At the time of my lastproducts which will enhance thatples to help solve modern problems. As tempting visit, the DRC was importing 80% ofendeavor. as it might be to refer to old wisdom in helping its food requirements. How do weI recently received a phone callus figure out modern-day conundrums, we have shift this paradigm? from a friend Ive known in the agto recognize that some problems are new and Part of the solution is to teachindustry for 30 years. He told merequire new ways of thinking in order to solve.the people of those countries how tohes getting ready to retire and heFor example, climate change. We cannot think grow their own food because thosewants to give back. He asked me ifof climate change as just another challenge that skills have been lost. There are aI could put him in touch with one ofa handful of human geniuses will figure out how to number of organizations that do this.the groups that work in Burkina Faso.overcome. We need to take steps to deal with it in These farmers are being taughtHes getting involved. This is whatnew and unprecedented ways.to grow a variety of crops, so pricesdrives me nowencouraging peopleWhat does any of this have to do with content dont take a dip when they bring theirand companies to get in touch withmarketing and promoting your seed business? crops to market. Because it is mostlylocal organizations in other countriesWell, I dont have to tell you that the business women who do the farming, theseto feed the hungry. world has changed. You need new guiding prin-programs ensure they are getting theIncreasing food security world- ciples to get you on the road to success. One of help they need.wide isnt a completely altruistic actthose principles is that you need to promote your Recently, we sent product with an its actually one of the keys to ourbusiness. But how?organization, calledsuccess.Placing an ad in the local paper used to be KingdomHow do we help feed the world?the main method of getting the word out about InvestmentI dont think you can be a do-gooderyour business. Its not anymore.Advertising and and take on the entire world, but youpromotions have become more complicated. can be a do-gooder and be good atGetting attention is all about telling a story now. what you do. I want to leave a legacy,Your story. Content marketing helps you to dont you? promote yourself by showing people who you are and what makes you unique. You can do this through written articles, videos, or podcasts. The sky is the limit.The point is you need new ways of putting yourself out thereto connect with people who DAN CUSTISare increasingly going online to find their infor-CEO AND CO-FOUNDER, ABM mation. The key is using a little casuistry to get@ABM1st creative and put yourself in front of them.emailaddress@abm1st.com So how are you going to do this? See my next abm1st.com column for some insights.44/ SEEDWORLD.COMOCTOBER 2019'