In this episode, we chat with Brian Grundthner, Enterprise Relationship Director at Sentera – an ag analytics company aggregating in-field data from proprietary and 3rd party hardware to provide decision insights to growers.

Brian talks about his time in the Army as a psychological operations expert, deploying all over the world to influence target audiences to achieve strategic objectives. The way he describes the translation of these skills into ag is insightful – he describes it as an ardent focus on the customer and their experience. Rather than influence the target audience, Brian utilizes his skills to truly listen to the customer and determine the root cause of their agronomic and market challenges.

The way he describes the future of ag analytics platforms like Sentera is to think of the growing season like a book – we have a strong first chapter where we understand seed genetics, pre-plant applications, planting rates, emergence, etc AND we know how the story will end in terms of yield prediction and monitoring. What’s missing right now is the middle chapters that guide us into that successful and predictable conclusion.

Finally, Brian notes that everyone defines purpose differently. Listen to find out how Brian found his purpose, and healing, through helping vets in ag.