We live in age where the flood of data and information through an increasing number of outlets has reduced our attention spans to that of a gnat. Branding guru Sally Hogshead says it’s nine seconds.

That’s right – we can’t stay focused on one thing for more than 10 seconds before some other bright and shiny object gets our attention.

This has enormous ramifications for marketers who must work ever harder to get our attention – and keep it. Hogshead uses the analogy of a doorway: Marketers have nine seconds to get you to see the door and open it. Once you have opened the door and stepped inside they have your attention long enough to communicate something meaningful and establish a rapport/relationship with you, the buyer.

This chronic ADHD condition in the way we consume media today also has ramifications for how we conduct business. A business cannot improve efficiency and productivity if its workers are not privy to the right information at the right time and if they don’t have access to tools that help them determine which information to focus on. These are the simple laws of the supply chain. That’s why businesses like UPS which rely so heavily on a precise orchestration of a business process – in their case reliably delivering millions of packages to random addresses throughout the world every day – have invested a lot of money to take the human planning element out of it. UPS spent millions to develop automated route planning software which creates the most efficient route for each one of their brown package trucks to deliver parcels every day. Why? Because adding just one extra mile to the routes of their delivery trucks would cost them more than $30 million annually.

Some of these supply chain efficiencies are sorely needed in the agricultural markets that Feedlogic serves. There are lots of information silos out there – products such as feed and crop inputs which are being manufactured in an information void which makes them more expensive to produce and deliver to farms. By using better telemetry tools and storing data in the cloud where it can be accessed cost effectively by the right people at the right time, we believe the ag supply chain stands to save billions. It will take a lot of work and cooperation between the various members of the supply chain, but it is inevitable. Ag supply businesses and large farming operations that do not buy into it will not survive. If you don’t believe us, look at what Amazon has done to the retail industry in just 10 years.

The first step to becoming more efficient is focusing on where the biggest information gaps are in your business. That means collecting timely information about your current business processes and using the Pareto rule to hone in on the worst parts. Feedlogic is focused on developing the tools that allow farmers and their suppliers achieve this in a consistent, manageable way. More on how we are doing this in future blogs.