We’ve been thinking a lot recently about how much the world of agtech has changed over the last two decades, and how companies, and more importantly, their customers, are adapting to an increasingly digitally native world. For years, the focus was on educating farmer-customers and post-sales training. But today, sophisticated growers tell their tech partners, and their peer networks, what they want, need, like, and dislike about their tools, often in real time. Today we dig into this transition, which we think of as the shift in agtech from ‘buyer beware’ to ‘seller beware’. First, we talk to Leet Wilksch of Agbyte, who sits on both sides of the buyer/seller table as farmers have evolved from tech skeptics to discerning buyers. Then, we gain some industry perspective from Jason McNeice and Darren Walford of Trimble Agriculture. For more information and resources, visit our website.