Taranis’ Mike DiPaola sits down with Scott Downey, Purdue University, to talk ag technology, sales, and what it takes to truly provide value to a customer in this week’s AcreForward podcast. What we learn is that the agriculture value chain has changed, as have those who make up the links of service within it. True differentiation, Downey tells us, comes from not just knowing your product, but knowing your place in the value chain, knowing your customer, and, most importantly, knowing and having a passion for how you connect to their goals.