Dennis Berglund

Dennis Berglund 

CENTROL of Twin Valley 

From the Red River 

to the Red River 

Dennis Berglund - LACA 2009 

Alexandria, LA

Th The Fi Final l NNumber b of f Att Attendees d 

Broken Down by y Age g and Sex 

• That's That s easy easy…. 

•Just about all of them! 


Alexandria, LA

Our Agenda: 

1. Consulting in the North 

• What we’ve learned 

2. “Survey says” 

• “Remember" things we already know.... 

• Get a couple new ideas 

3. Value of NAICC 

4. Have fun! 


Alexandria, LA

MMy 28th 28 hyear 

–Startup Startup company to a Startup again 

– 3 vehicles to 53 

– 3 consultants to 32 

– from 25 25,000 000 consulting acres to over 1.2 1 2 

MILLION acres 

– 28 single-year experiences 


Alexandria, LA

Observation Skills 

• Black and White shirts 

• Count number of times that someone with a 

white shirt passes the ball to another player 

with a white shirt 

• Concentrate and keep your number to 

yourself 


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15/-5 

60/40 

80/60 

85/65 94/74 


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88/70


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Valentine Poem 

• To keep a marriage brimming 

• with love in the loving cup, cup 

• whenever you’re wrong, admit it. 

• Wh Whenever you’re ’ right, i h shut h up! 

!

CENTROL of f TTwin i Valley V ll 

North Dakota and Minnesota 


Alexandria, LA


Alexandria, LA

Flat As A Table Top 


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CENTROL of Twin Valley 

• We provide a service to maximize grower profitability 

– Full Service 

– No ties to product p sales 

• 1.2 million acres 

– Mainly whole farms 

– > 90% grower retention 

• 32 agronomists 

– > 15 years of average experience 

– College degree 

– Certified 

– Members of NAICC and state Crop Consultant organizations 

• Employee Owned (ESOP) 


Alexandria, LA

Biggest Problems 

• Short growing season (lack of GDU) 

• Early planting 

• Excess water 


Alexandria, LA



2,000-2,500 GDD 

Corn: 78 - 92 day 

Soys: Group 0 - 00

21” mostly 

in the summer 


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153 Years Of Experience! 


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“Survey Says….” 

• Open-ended surveys to over 100 consultants 

• >50% response rate 

• 27 single-spaced pages 


Alexandria, LA

Rubik Cube Color

The National Alliance of 

Independent Crop Consultants 


Alexandria, LA

• Education 

BBenefits fit of f NAICC 

• Certification Program 

• Promotion of the profession 

• Representation in Washington, DC 


Alexandria, LA

The Value Of Our WPS Exemption 

(NAICC was 99% responsible!) 

• $500-1,000/year in unnecessary expenses 

– Protective gear, Water coolers, Safety kits 

• $500-1,000/year in inefficiencies 

– Overheating 

– Putting on/taking off protective gear 

– At the field 8 hours after spraying, but needing to come back to 

scout it 

• $1,000-2,000 per consultant each year...... 

• For only $225 in dues! 

• How many organizations can give that kind of return? 


Alexandria, LA

Our WPS exemption is a big deal! 

• It was iimportant t t iin 1995 1995…. 

• It’s important p today…. y 

• It will be important in the future! 

• WWe must t be b allowed ll d tto choose h when h and d 

how to perform our tasks 


Alexandria, LA

Do we need representation 

on a national level? 

• Someday there will be a "Super-WPS".... 

• Who should represent us? 

– Environmental groups? 

– Commodity groups? 

– Chemical Dealers? 

– FFertilizer tili Dealers? D l ? 

• It needs to be NAICC! 


Alexandria, LA

“Survey Says….” 

• Open-ended surveys to over 100 consultants 

• >50% response rate 

• 27 single-spaced pages 


Alexandria, LA

WWe are so f fortunate! ! 

• God-given skills 

• “U “Unique" i " thought h h process 

• Make a living doing what we enjoy 

• To know that it matters 

• The BEST job in the world 


Alexandria, LA

Our growers are being tested 

• New pests 

like never before 

– soybean aphid, ASR, rhizomania, rhizoctonia 

• Roundup Ready Technology 

• Resistant weeds eeds 

• Extremes in Weather, Prices and Expenses 

• Anything that increases a grower's management 

requirements is another way that we can help 


Alexandria, LA

“Quick Guide” to Crop Consulting 

• -If it’s green or it wiggles, it’s biology. 

•-If If it stinks, stinks it’s it s chemistry chemistry. 

• -If it doesn’t work, it’s physics. 

•-If If it’s i ’ incomprehensible, i h ibl i it’s ’ mathematics. h i 

• -If it doesn’t make sense, it’s either economics or 

psychology. 

• -If it’s all of the above, , it’s Crop pConsulting! g 


Alexandria, LA

Topics 

1. Business Management 

22. Consulting Tips 

3. Time Management 

4. Pricing 


Alexandria, LA

• Business Management (start) 


Alexandria, LA

Employees 

• We are hiring more full-time employees and 

summer interns 

– And, they are getting harder to find 

• Hire good people and fire quickly 


Alexandria, LA

Find the right person 

• Attitude is as important as expertise 

– Some things should be HIRED FOR but not 

TRAINED FOR 

• There is a certain type of person that is a great 

match for consulting 

– If you find that great match, then they will prosper and 

have a great career 

– BBut t if not, t they th will ill struggle t l 

• No secret formula 


Alexandria, LA

Top 10 List 

“Traits of Great Crop Consultants" 

–10. Hard working 

–9. Good technical knowledge 

–8. 8. See the “big big picture picture" 

–7. Good problem solvers 

–6. Implement technology 


Alexandria, LA

"Top 10 List” (Page 2) 

–5. Flexible 

–4. 4 Empathetic 

– 3. Have fun 

–2. Ethical 

–1. 1 PASSION for what hat we e do 


Alexandria, LA

CColin li Powell P ll 

• The secret of success is to do the 

common day-to-day day to day things 

uncommonly well. 


Alexandria, LA

MMuhammad h dAli Ali 

• The fight is won or lost far away from 

witnesses - behind the lines, lines in the gym, gym 

and out there on the road, long before I 

dance under those lights. lights 


Alexandria, LA

YYogi iB Berra 

• In theory, there is no difference 

between theory and practice practice…. 

–But, in practice, there is…. 


Alexandria, LA

Retention is as 

important as sales 

• Getting a new customer can cost 5 times 

more than retaining a customer (Gene Brown, 

Bayer Meetings, 2001) 

g ( , 


Alexandria, LA

Ideal Client Profile? 

• Already a good farmer 

– We can make him better 

• 80% of profits are made from the top 20% of 

customers (Gene Brown Brown, Bayer Meetings Meetings, 2001) 

– We lose half of that by serving the bottom 30% 

• D Don’t ’tover-spend d on low-value l l growers 

• Eliminate "problem clients“ 


Alexandria, LA

Loyal 

Customer Matrix 

•Maintain relationship •Strengthen relationship 

•Make them profitable or 

drop them 

and loyalty 

•Give them to a •Strengthen relationship 

Not Loyal competitor and build loyalty 

Unprofitable Profitable 


Alexandria, LA

Debrief at the end of each 

project 

What went well? What went poorly? 

• Learn from your mistakes…. 

– but don't dwell on them 


Alexandria, LA

Collect your bills! (1 of 2) 


Alexandria, LA

Collect your bills! (2 of 2) 

• Your profit margin is 5%..... 

• YYou write-off it ff a $2 $2,000 000 account.... t 

• You do the next $40,000 , to make back that 

$2,000 in profit 

• $2 $2,000 000 / 5% = $40 $40,000 000 in sales needed 


Alexandria, LA

• NAICC 

NNetwork k 

• State Consulting Organizations 

• LLocal l business, b i universities, i iti processors 

• Get Certified! 


Alexandria, LA

Precision Ag 

• Many wished that they would have gotten 

into Precision Ag earlier 

• Find a way to implement Precision Ag in 

your area 

– At least l t keep k “up “ to t date” d t ” on technology, t h l so 

that you are ready when there is a need in your 

area 


Alexandria, LA

Business Management (end) 

• Get help on bookkeeping/accounting 

• Do your backups! 

•Podcasts d (www.manager-tools.com) 

• Take time during the “slow time” of the year: 

– to get your paperwork done 

– to take time for yourself y 


Alexandria, LA

• Consulting Tips (start) 


Alexandria, LA

More computerized reports 

• Database programs or in Excel 

– Neat, professional, searchable 

• E-mail PDF files (saves energy, dollars and 

time) 

• Pickup secretaries and digital recorders 

– $10/ h hour vs. $100/h $100/hour 


Alexandria, LA

“Year End Review” 

1. What went well? 

2. What went poorly? p y 

3. What did we learn? 

44. What actions can we take to improve 

our working relationship? 

55. AAny other th comments t or concerns? ? 


Alexandria, LA

Every consultant is biased! 

• And.... we have more impact on 

the chemical used than either the 

grower or the dealer. 


Alexandria, LA

Be Careful with 

Brothers or Father/Sons 

• Make sure that you talk to both of them 

regularly g y 

• If there is a brother who you haven’t talked 

to for several weeks in a row – that is where 

the complaint will come from 

• At least mentally keep track 


Alexandria, LA

• A concern is.... 

Consulting Tips (final) 

– “how how do we stay relevant to our very large 

growers?” ($50,000+) 


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• Time Management (start) 


Alexandria, LA

Know the value of your time 

• 50 hours * 50 weeks = 2,500 hours/year 

• $100 $100,000 000 in sales 

• Billable hours: 

– If 100% bill billable bl = $40/hour $40/h 

– If 50% billable = $80/hour 

– If f 30 % billable bill bl = $133/hour $ /h 


Alexandria, LA

Time Management (end) 

• Get a time management system and use it 

– Daytimer, Franklin, PocketPC, PalmPilot 

• Books 

– 7 Habits of Highly Effective People - Steven Covey 

– Getting Things Done - David Allen 

• Prioritize things! 

• Start every job on the early side 


Alexandria, LA

• Pricing (start) 


Alexandria, LA

Balancing Act on Prices 

•“You’re You re spread too thin thin” 

versus 

• “Your Your prices are too high high” 


Alexandria, LA

You might not be charging enough! 

• If you take on a new contract and the guy doesn doesn’twince t wince 

when you tell him what it is going to cost…. 

– you might not be charging enough! 

• If you are so busy that you can can’tt think about what you are 

doing and how you are doing it…. 

– you have too many clients, which means you might not 

be charging enough! 

• If you get to the end of the year and you have spent 

everything you’ve earned…. 


• If you are not losing some prospects because of price…. 



Alexandria, LA

Pricing (end) 

• Don’t undervalue yourself 

• There is a shortage g of skilled people p p and 

“supply and demand” says you need to 

charge more 

• The market isn't going to tell you that you 

can charge more, you have to ASK for it 

• Raise your fees now, while commodity 

prices are good 


Alexandria, LA

MMurphy's h ' Law L 

• "Whatever CAN go wrong, 

WILL go wrong“ “ 


Alexandria, LA

Berglund’s g Law (1-3) ( ) 

1. Your weediest fields will be near well-traveled 

roads. 

2. An extra $0.25 to $1.00 /acre does not cause 

much grower concern, during the season, but it 

often seems like the end of the world when it 

comes to raising your consulting fees. 

3. Dumb luck will ALWAYS beat careful 

planning. 


Alexandria, LA

Berglund’s g Law (4-5) ( ) 

4. Any on-line search for agronomic information 

will ill yield i ld at least l one “porn “ site”. i ” 

5. After the fact, EVERYONE will know exactly 

what h t the th best b t recommendation d ti SHOULD HAVE 

BEEN. 

- EEspecially i ll those th who h have h never set t foot f t in i 

the field! 

- NNo matter tt what h t goes wrong, someone will ill 

remind you that they "knew it wouldn't work". 


Alexandria, LA

Berglund’s Law (6-8) 

66. Th The more urgent t th the recommendation, d ti the th harder h d 

the product is to find. 

7. The one time that you lean back in the pickup seat 

to give your eyes a rest from scouting is when 

your grower arrives and wakes you up. 

8. The "constants" used in economic thresholds are 

really "variables". 

- Just when you y are certain that a specific p 

recommendation will give predictable results, the 

targeted organism will do as it damn well pleases. 


Alexandria, LA

BBerglund’s l d’ L Law (9 (9-10) 10) 

99. If you receive lab results for 9 out of 10 

"rush" fields, the grower will want to 

fertilize the 10th fertilize the 10 field th field. 

10. The grower most in need of sound advice 

iis the h grower that h is i least l receptive i to it. i 

- The client who pays the least usually 

complains the most. 


Alexandria, LA

Nickel and Dime Game 


Alexandria, LA

The twenty twenty-dollar-bill dollar bill auction 

– Highest bid pays their bid and gets the $20 bill 

– 22nd d hi highest h pays their h i bid and d gets nothing hi 

– Ninety percent of organizational failures, result not 

from a major crisis, but from failing to halt small 

incremental steps that lead to failure. 

– The tyranny of small steps 

– Similar to war, bidding war 


Alexandria, LA

Take a piece of paper and do 

the following: 

1. List 10 things g that yyou enjoy j y doing. g 

2. Write down the last time you did them. 

33. DDo something thi about b t it! 


Alexandria, LA

Any Questions? 


Alexandria, LA

FFree Tip Ti #1 

• Stay off of thin ice 


Alexandria, LA

Free Tip #2 

• Never 

under any circumstances 

take a sleeping pill 

and a laxative 

on the same night! g 


Alexandria, LA

Now a little audience 

participation. 

• Please stand up and reach up as high as you can. 

• Now sit down on the front part p of yyour 

chair. 

• Now take a deep, deep breath. And exhale. Do it 

again. 

• Now, when someone asks you about this meeting you 

can say in all honesty. "It made me reach for new 

heights, it had me sitting on the edge of my seat, and 

it took my breath away." 


Alexandria, LA

Berglund’s g Rules 

• 1. Don Don't t tell people 

everything you know. 

• 2. _ _ _ _ _ _ _ _ _ _ 


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Things we DO or REALIZE 

NOW O that we didn't i ' before f 


Alexandria, LA

WWe aren't 'ta Precision P i i Ag A company! ! 

– We are a consulting company that uses 

Precision Ag g to help p our growers…. g 

– As Prec Ag increases: 

• Consulting g will become even more important p 


Alexandria, LA

• For growers that we have worked with: 

– we are one of the last expenses that they want 

to cut. 

• To new growers: 

– we are looked at as an additional expense. 


Alexandria, LA

• Some growers will spend $10.00 on a 

$1.00 problem 

• Each grower has a different Economic 

Threshold 

– Strive to understand what they are are…. 


Alexandria, LA

In consulting…. 

–for every problem, there is often 

a solution that is simple, simple neat 

and…. 

–Wrong! 


Alexandria, LA

• Extras

• It was the best of times and it was the worst 

of times 

– Charles Dickens 


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• Work with whole farms, manage the 

complete rotation 

• There is no substitute for high g ethical 

standards 

• Decisions that balance a 33-legged legged stool 

– farmer, consultant, $$ 

• We need to have FUN! 

• To love what you do and feel that it matters 

- hhow could ldanything hi be b better? b ? 


Alexandria, LA

IDEA 

Traditional 

Idea to Implementation p 

Flow 

RESEARCH 

KNOWLEDGE 



TECHNOLOGY 

IMPLEMENTATION

IDEA 

Precision Ag 

Idea to Implementation p 

Flow 

RESEARCH 

KNOWLEDGE 



TECHNOLOGY 

IMPLEMENTATION

More NAICC members equals: 

• More revenue 

• More members to do the work 

• “More clout” 

• 2X members could give us 10X influence 


Alexandria, LA

If you are not certified or licensed, 

and not following every REI…. 

• You are breaking the law…. 

• You are hurting the profession profession…. 

• You are hurting future crop 

consultants…. 

• You are undermining NAICC’s NAICC s 

efforts…. 


Alexandria, LA

If you benefit and don don'tjoin t join 

NAICC, we both lose. 

• You lose, by not having input. 

• We lose, lose by NAICC not having as much 

impact as it could. 

• The bottom line is... is You need to join the 

national organization. For the benefit of all 

of us us. 


Alexandria, LA

Profession in 5 Years? 

• Definitely More Technical 

• Definite "Green Green Tinge Tinge" 

• We're setting the standards right now 

• JJoin i NAICC and d get certified ifi d 


Alexandria, LA

We reviewed 3 LITTLE THINGS 

concerning our WPS exemption: 

1. EPA could find a way to revoke 

our exemption exemption, if we refuse to get 

certified 

2. Our WPS exemption is worth 

over $1000 $ pper yyear 

3. Increasing membership is critical 


Alexandria, LA

I’m asking g each of you y to commit to 

3 LITTLE THINGS: 

• 11. Get certified certified, so that you are 

following the WPS law 

• 2. Encourage ALL NAICC members 

to renew renew, so we don’t don t go 

backwards in numbers 

• 3. Get just 1 new member to join 

NAICC, , so that we can multiply py our 

influence Dennis Berglund - LACA 2009 

Alexandria, LA

50 Largest Crop Consulting Firms 

Crop Decisions - January 2000 

• 431 Full-time Professionals 

– 554 "Other Employees" 

• 181 Professionals Certified Under CCA or CPCC 

– Equals Only 42% Certified! 

• What's wrong with this picture? 

• GET CERTIFIED! 

• What is the rationale of NOT being certified? 

– $50/year with a test and CEU’s CEU s 


Alexandria, LA


Alexandria, LA

Mental accounting 

– Situation 2 

• YYou set t off ff to t buy b a clock l k radio di at t what h t you believe b li to t be b the th 

cheapest store in you area. When you arrive, you find that the 

radio costs $25, a price consistent with your prior expectations. 

As you are about to make the purchase, purchase a reliable friend comes 

by and tells you that the same radio is selling for $15 at another 

store 10 minutes away. Do you go to the other store? 

• You set off to buy a color television set at what you believe to 

be the cheapest store in you area. When you arrive, you find 

that the television costs $495, a price consistent with your prior 

expectations. As you are about to make the purchase, a reliable 

friend comes by and tells you that the same tv is selling for 

$485 at another store 10 minutes away. Do you go to the other 

store? 


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We talk about Li Liability bili 

• And how to minimize it…. 

– Labeled recommendations 

– Below-label recs 

– Off-label recs 


Alexandria, LA

Liability (continued) 

Recommendation Legal? Liability? 

Labeled Yes Chem Company 

Below-Label Yes “Resource” or Us 

Off Off-Label Label No Don’t Don t do it! 


Alexandria, LA

Keep Up With Drainage 

• Excess water leads to root rot and other 

problems. 


Alexandria, LA

Don’t Skimp On P 

• 40 bu crop removes 35 lbs P2O5 

• Keep P level > 6 ppm 


Alexandria, LA

Overconfidence Defined 

“What do you mean ‘Your guess is as good as mine’? 

My guess is a hell of a lot better than your guess!” 

(Source: Gary Larson, The Farside Gallery Chronicle Publishing Co., 1980) 


Alexandria, LA

Don’t Don t overtrust your judgment 

– Overconfidence 

– Overly optimistic, optimistic and our forecast tend to be better than reality 

– You should test for more negative and pessimistic possibilities 

– Self Test of Overconfidence 

• we tend to have far more confidence in our knowledge or 

judgment than is warranted. 

– For each of the 10 items, provide a low and high guess such that 

you are 90% sure that the correct answer falls between the two. 

Your challenge is to be neither too narrow (i.e. overconfident) nor 

too wide (i.e. underconfident). If you successfully meet this 

challenge h ll you should h ld have h 10% misses i - th that t is, i exactly tl 1 miss…. i 


Alexandria, LA

Strategy gy Pitfall #1: Overconfidence 

For each of fthe questions, q , enter a range g (low ( and 

high boundaries) for which you are 90% confident 

you are correct 

Best 

Low High 

Guess 

Guess 

Guess 

90% Confidence Range 


Alexandria, LA

Overconfidence Quiz 

QUESTION LOW HIGH 

1. Length of the Nile river (in miles or km)? 

22. Year in which John Steinbeck won the Nobel Prize for literature? 

3. Average gestation period (in days) of female Asian elephant? 

4. What was the level of the Down Jones Industrial Average 

on JJuly l 11, 1985? 

5. How old was Martin Luther King when he was assassinated? 

6. Air distance between London and Tokyo (in miles or km)? 

7. Weight in tons of an empty Airbus plane 

(Model A340-600)? 

8. In what year was Wolfgang Amadeus Mozart born? 

9. Number of books in the Old Testament? 

10. Surface area (in square miles or km) of the Mediterranean Sea? 


Alexandria, LA


Alexandria, LA

• Some varieties will DIE if planted 

in the wrong field 


Alexandria, LA

World famous for: 

• Governor Jesse “the body” Ventura 

• Hopeful Senator Al Franken 

• Our 2 story outhouse 


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"There are times I almost think I 

am not sure of what I absolutely 

k know." " 

Yul Bryner in "The King and I" 


Alexandria, LA

When you you're re up to your waist in 

alligators 

• it's hard to remember that your objective 

was to drain the swamp. p 

• Anonymous 


Alexandria, LA

Alan Greenspan 

• “I guess I should warn you, 

if I turn out to be particularly clear clear, 

then you've probably 

misunderstood what I've said.” 


Alexandria, LA

St Stress 

• “the confusion created when the mind 

must over-ride over ride the body body's s basic desire 

to choke the living crap out of some 

idiot who desperately deserves it." it " 


Alexandria, LA

Local suppliers hiring 

"consultants“ are not always a 

• We try to work with them 

threat 

• Not really competition 

• Their job is different than ours 

• They mostly sell products and seed 

• Usually called in to "put out fires" 

• Only stay 2-3 years 

– Our average experience is over 15 years 


Alexandria, LA

I know how hard it is to try to 

make the best rec for the grower 

• If there was ANY financial incentive, it 

would be almost impossible p 


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Sugarbeets 

• 500,000 - 600,000 acres of beets in RRV 

• 3-4 year y rotation 

• 11% of our acres 

• Unique q 

– Fall nitrate test 

– Soil sample beets to depth of 44’ 

– Beets are very sensitive to excess N 


Alexandria, LA

Increeasing 

Tons T andd 

Sugarr 

----> 

Relationship of N,Tons and Sugar 

LLow 120 Hi High h 

Nitrogen 



Tons o s 

Sugar


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• May 15 average temps 

– Hi High h 85 / Low L 65 

• September 15 average temps 

– High 88 / Low70 


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Crop Consultant Consultant's s Prayer 

• So far today today, God, God Ive I've done all right. right I haven't haven t 

gossiped. I haven't lost my temper. I haven't 

been greedy, greedy grumpy, grumpy nasty or self self-centered centered. 

And, I'm really glad about that. But, in a few 

minutes minutes, God God, I'm Im going to need a lot of 

help…. 

• Beca Because se in a few fe minutes, min tes I'm going to get out o t 

of bed. 


Alexandria, LA

NAICC Serenity Prayer 

• Lord, , Grant me the serenity y 

– to accept the things I cannot change.... 

• the courage 

– to change the things I cannot accept.... 

• AAnd dth the wisdom i d 

• to hide the bodies of those people I had 

to kill today because they ticked me 

off! o ! 


Alexandria, LA

North Dakota's worst air disaster…. 

• occurred yesterday 

– when a Cessna 152, a small 2 seater plane, crashed into a 

Norwegian Lutheran Church cemetery 

– Ole l and dSven, working ki as a search hand d rescue team, have h 

recovered 826 bodies so far 

– They expect the number to climb as digging continues 

iinto the h evening. i 


Alexandria, LA

• Don’t overfocus: 

– “passing passing the ball ball” video 

– “inattentional blindness” affects decisions – we 

miss important information, information and many 

important alternatives, by focusing too 

narrowly yon the given g parameters p of a decision 

and not looking beyond that. 

– Focus on something gso hard that yyou lose your y 

peripheral vision 

• Can’t see the forest for the trees 


Alexandria, LA

Benefit the grower by: 

• Increasing profit 

– or 

• Saving time 

– or 

• Reducing risk 


Alexandria, LA

• We WANT nitrogen variability after a VRT 

application…. 


Alexandria, LA

Topography 

• Even slight elevation differences can 

result in very y different nitrogen g levels 


Alexandria, LA


Alexandria, LA


Alexandria, LA

We’re predictably wrong in 

predictable ways. 

– We think that we are logical, but our own brain 

leads us astray 

– Cave-man and lion “logic” analogy 

– “we intuit our way through life,” which means 

that we are likely to make the same kinds of 

errors consistently 


Alexandria, LA

It’s all in the numbers! 

• NAICC has over 500 members, and we 

have a "fair" amount of input p nationally. y 

• If we have 1000 members, our impact will 

grow ten ten-fold! fold! 

• 2X membership = 10X impact! 


Alexandria, LA

Dennis Berglund

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