Does a golden tongue and polished presentation make someone a leader? Is the person who shouts the loudest the most effective in leadership?  What about the one who seems to take over any meeting they’re in?

True leadership is influence. Not only influence within a small circle, but grasping – and in turn – influencing the bigger picture. Agriculture is in desperate need of those leaders. Not someone who can simply “tell their story” and string a line of manure. Not the most gifted at debate. And certainly not a dictator who sees his or her opinion as the answer for all. The most effective leaders I’ve seen combine passion with human-ness, which makes them effective in connecting with others.

Thought leadership in agriculture for the next decade requires authenticity, a bit of audacity and a whole lot of action.

• Authenticity. Ag folks are known for keeping it real, so this is an easy one, right?  What if you asked to engage in a conversation with 10 people holding different viewpoints about food? And acknowledge that agriculture doesn’t always get it right  – though we try our best? As Iowa farmer Liz Nieman pointed out in “Innocent Questions or Skepticism about the Farm?”, we haven’t always done the best job answering questions about how our food is grown and raised. We’ve improved dramatically in the last year, but I urge you to consider new ways of authenticity.
• Audacity. I hear a lot of complaints about how agriculture needs to reach beyond the choir. Why not be audacious enough to actually do it? What if you audaciously try out a few ideas in emerging media?  To put it in farm terms, will you be the bull or the steer? I’m not suggesting we charge anyone and knock down gates, but perhaps be a bit more aggressive in seeking ways to connect  – especially in times when there is no “war” to fight. In other words, be audacious enough to be proactive. Not in a bold, arrogant way, but with enough gumption to try something new.
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  Are you an active or reactive leader?

  Action Note this is NOT reaction – leaders don’t wait until the next nasty video or claim by the other side because they understand the trust of “the middle” is being eroded. Action as a leader in today’s hyper-connected world must include the ability to gather and engage the 80% that an still be influenced. This action is required in times of response AND status quo.  We’ve fallen into a dangerous mode of reacting rather than slowly and carefully building relationships through our everyday actions.

People frequently ask me how I determine which tools will reach the most people as an agvocate in social media.  Here’s my strategy: authentically consider what you want to accomplish, be audacious enough to try new ideas and take action to bring others to the table. I’m sure that strategy may disappoint some who expected a white paper with details about the employment of each social media channel. Nonetheless, it works in bringing people together, engaging them and creating conversation.  In other words, know what your goal is, have the guts to pursue it and surround yourself with the best people.

Take a look down the road ten years to 2021.  What does the agricultural, food and farming picture look like?  It will either be painted by thought leaders in agriculture with authenticity, audacity and action  – or by those who have little firsthand understanding of how food is produced. You decide who has the vision to make the boldest strokes that will appeal to the broadest audience.  On the days you don’t want to deal with it, please remember that picture will ultimately determine the direction of your farm, ranch and agribusiness.