I’ve talked about the power of metaphors in selling technology, but what of the use of metaphors in shaping how we view our own roles in the sale? For this I’ll use the metaphor of Hunters vs Farmers. Hunters chase their quarry. Farmers sit and wait. In industry terms, hunting is far sexier, carries far more appeal and glamor than simply sitting and waiting it out. Hunting is the next big thing, finding that one killer app, that insight, that silver bullet that will change everything. We are an industry of hunters by training. We’re not used to sitting around waiting for things to happen. We like to pick up our spears and go chase down the next big thing, celebrating our kill and feasting on the rewards. Farming is doing the work.

1. mobileYouth® - youth marketing and mobile culture
analysis of the latest research, insights and trends by Graham D Brown
http://www.mobileyouth.org
Why you need to become a Farmer not a Hunter to
sell technology
BECOME A FARMER NOT A HUNTER
I've talked about the power of metaphors in selling technology, but what of the use
of metaphors in shaping how we view our own roles in the sale?
For this I'll use the metaphor of Hunters vs Farmers.
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2. mobileYouth® - youth marketing and mobile culture
analysis of the latest research, insights and trends by Graham D Brown
http://www.mobileyouth.org
Hunters chase their quarry.
Farmers sit and wait.
In industry terms, hunting is far sexier, carries far more appeal and glamor than
simply sitting and waiting it out.
Hunting is the next big thing, finding that one killer app, that insight, that silver
bullet that will change everything.
We are an industry of hunters by training.
We’re not used to sitting around waiting for things to happen.
We like to pick up our spears and go chase down the next big thing, celebrating
our kill and feasting on the rewards.
Farming is doing the work.
HUNTERS vs FARMERS
Hunters Farmers
Strategy Chase trends, hunt the
next big thing, gamble
resources on a big
outcome
Spread risk over large
food base, invest and
master process
Advantages Immediate return,
excitement, wins awards
Ability to invest, conducive
to planning, diversification,
greater yields over time
Disadvantages High risk, minimal
leverage on resources, no
ability to save or invest
Slow ramp up to results,
requires faith (the internal
sale)
More From Graham Brown's Series on How to Sell Technology
Change Your Metaphors: How great leaders sell technology
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3. mobileYouth® - youth marketing and mobile culture
analysis of the latest research, insights and trends by Graham D Brown
http://www.mobileyouth.org
These 2 Social Experiments Show How Stories Sell Technology
Why you need to become a Farmer not a Hunter to sell technology
Technology Companies need to Embrace the Unofficial or Die
Why People Buy Technology: Social Proof
AN ADDICTION TO HACKING
We live in a world where people would rather spend their money on a quick-fix
diet, learn Chinese in 15 minutes a day or hack their way to a happier life.
Agencies cling to the idea of viral video campaigns that can project a boring brand
into the world of youth authenticity overnight thus bypassing the necessary
groundwork and foundations that often takes years if not decades to create.
Perhaps the root of the problem lies in an industry that exists on a quarterly basis,
where very little space is given to projects that provide long term structure and
authenticity for a brand, favoring instead short, sharp “hits” that spike youth
attention only to die away until the next campaign is resurrected.
Most people don’t want to do the work.
DOING THE WORK
But just because “most people” don’t want to do something doesn’t mean it’s
good for us.
Precisely because the majority are running round like headless chickens we
should be doing the opposite.
The farmer plants his seed and waters his crop everyday even when there are no
visible signs of shoots pushing through the soil.
The farmer has to have a long term view, faith and patience.
PLANTING THE APPLE SEED
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4. mobileYouth® - youth marketing and mobile culture
analysis of the latest research, insights and trends by Graham D Brown
http://www.mobileyouth.org
seed starting (Photo credit: kbowenwriter)
When in 1998 Apple release the iMac, it gained a significant press buzz over its
approach to design, with Apple declaring, “the back of our computer looks better
than the front of anyone else’s.”
Apple continued to make headlines over its design and user-focused interface as
it began its long march to occupy the market’s mindshare.
It released products that continually redefined the market: iPod, iPad, and of
course the iPhone.
By 2011, the company was named the most valuable company in the world,
usurping Google.
While many companies tried to follow in Apple’s footsteps what they missed was
that Apple’s success did not only come from its product designs. It also largely
came from the company’s approach to finding the love of its fans and a strategy
played out over 2 decades.
Back in the early 90s you can find videos on Youtube of Apple’s concept tablet
aimed at teachers. Apple painted a picture of a device usable by both the
educators and students to interact and empower learning. They had a clear goal
on what they wanted to achieve and a market they would target.
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5. mobileYouth® - youth marketing and mobile culture
analysis of the latest research, insights and trends by Graham D Brown
http://www.mobileyouth.org
APPLE'S VISION: PLANTING THE SEED
Contrary to the hunter approach of many tech companies today, Apple was a
farmer. Apple had to sell the idea of marketing to a low-spend category of
customers (students and teachers) as opposed to high end road warriors. Apple
had to sell a vision that would take years to effect with its K-12 education strategy,
summer camps at Apple Stores and student discounts.
You, when I graduated University back in the 90s, everything was PC. People who
used Macs were left handed architects and designers.
Now, however, every student has a Macbook of sorts. These same students
graduate to become IT managers, heads of procurement departments and their
own businesses.
If Apple had followed conventional wisdom and hunted the next big thing, it would
have failed to build that invaluable Beachhead that eventually launched it to the
high end business market. It takes time.
The best time to plant a seed is 20 years ago. The second best time to plant a
seed is today - Chinese Proverb.
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