There is a distinct difference between owning land and running a business, and too many producers are blurring that line to their own detriment. Cassidy Johnston, a first-generation rancher and founder of JRC Ranch Management & Consulting, joins host Jonathon Haralson to dismantle the "this is how we’ve always done it" mindset that plagues the industry. In this episode of “Your Ag Empire” podcast, Johnston brings an outsider’s tactical perspective to multi-generational problems, arguing that treating a ranch like a lifestyle project rather than a multi-million dollar asset is a fast track to mediocrity. She breaks down why profitability is not a dirty word and why emotional attachment to tradition often becomes the biggest barrier to longevity.

This conversation goes beyond cattle genetics and grazing rotation. Johnston and Haralson dig into the silent operational leaks that drain bank accounts, specifically the high cost of employee turnover caused by poor culture and housing. They also tackle the disconnect in modern agricultural advocacy, challenging producers to stop preaching to the choir and start providing actual value to consumers. Whether you are managing an inherited legacy or trying to build a foothold in the industry from scratch, this episode offers a necessary reality check on what it takes to build an operation that lasts.

In this episode, we cover:

1. Treating your operation like a lifestyle rather than a business is the quickest way to lose it. If you do not know your bottom line or have clear systems in place, you are just hoping for a good market rather than managing for profit.
2. "This is how we've always done it" is an expensive mindset. Johnston encourages producers to question every default decision, from weaning dates to salt placement, to find efficiencies that others miss.
3. Employee turnover is a massive, often invisible cost on the balance sheet. Retaining good help usually comes down to more than just offering a paycheck.
4. Data doesn't always have to be a spreadsheet. Qualitative data—like the condition of your pastures, the disposition of your herd, or the stress level on shipping day—are critical metrics you need to track.
5. Modern advocacy is failing because it focuses on the producer, not the customer. Instead of just "sharing your story," focus on answering the questions the consumer is actually asking and providing value they can use.

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Connect with Cassidy:

1. JRC Ranch Management & Consulting – jrcranchconsulting.com
2. CKJ Consulting and Communications – casskjohnston.com
3. LinkedIn: @casskjohn (https://www.linkedin.com/casskjon)

Connect with Your Ag Empire:

1. Follow on Instagram @youragempire
2. Follow on Facebook
3. Subscribe on YouTube
4. Follow on LinkedIn
5. Follow on TikTok
6. Check out our website

Resources & Links:

1. Learn more about the Elite Mastermind and how to become a member
2. Protect your livestock investment with Empire Ag’s risk management solutions
3. Join The Dirt email subscription
4. Book Jonathon as your next speaker

Mentioned in this episode:

Farming is a business—and at Empire Financial Services, we treat it like one. Our team helps farmers and ranchers get clarity on their finances, streamline bookkeeping, and build long-term stability. Click below to learn more.

Empire Financial Services