Inside the Ag Reset: Leadership, Innovation, and Long-Term Resilience
Agriculture has always been cyclical.
But this cycle feels different.
In a recent episode of The Germinate Podcast, host Joe Sampson sits down with James Shurts for an honest, wide-ranging conversation about leadership, resilience, and what it takes to navigate one of the most challenging periods the ag equipment industry has faced in decades.
With nearly 30 years of experience across agriculture, manufacturing, and corporate leadership and with boots still on the ground as an active farmer, James brings a perspective that blends strategy with lived reality.
A Career Rooted in Agriculture
James’ story begins on a family farm in north-central Kansas, where agriculture wasn’t an industry, it was life. That foundation shaped his career path, which later included roles at Caterpillar, consulting work, and eventually leadership at Great Plains Manufacturing.
Each chapter added a layer: global perspective, operational discipline, and a deeper understanding of how decisions made in boardrooms ripple all the way to the field. That combination allows James to speak candidly about what’s working, what’s not, and why this moment demands a different kind of leadership.
Why This Downturn Feels Different
Joe and James quickly get into the heart of the issue: this ag downturn isn’t just another cycle.
Inflation, inconsistent trade policy, tariffs, geopolitical instability, and the long-term aftershocks of COVID have created a level of uncertainty that’s harder to plan around. James explains that agriculture is fundamentally demand-driven—not price-driven and when global demand is disrupted, recovery takes longer and feels less predictable.
Add growing competition from South America, and the pressure intensifies. Brazil’s expansion isn’t slowing, and James is clear: waiting for things to “go back to normal” isn’t a strategy.
The Power of Adaptability and Diversification
Despite the challenges, James remains clear-eyed but optimistic. U.S. agriculture still holds critical advantages, soil health, crop quality, sustainability, and innovation capacity, but only if companies are willing to adapt.
Diversification, disciplined investment, and a willingness to rethink legacy approaches are no longer optional. They’re essential. The leaders who succeed in this environment are the ones asking hard questions now, not those hoping the next cycle will save them.
Inside Manufacturing: Strategy Over Scale
The conversation shifts inside the manufacturing world, where James offers a candid look at what it takes to stay resilient.
Following Kubota’s acquisition of Great Plains Manufacturing, leadership faced a familiar challenge: integration without dilution. James explains how eliminating duplication while protecting brand identity required clarity, trust, and strong culture.
Rather than chasing scale for scale’s sake, the focus moved toward:
Unified product strategy
Modular design and commonality
Disciplined portfolio management
Clear alignment between engineering, manufacturing, and parts
The result wasn’t just efficiency, it was resilience.
AI, Data, and Practical Innovation
Joe and James also explore the growing role of AI and data in agriculture and manufacturing. James is careful to cut through the hype. AI, in his view, isn’t about replacing people; it’s about helping teams make better decisions faster.
From design and engineering to forecasting and operations, AI has the potential to reduce friction, improve productivity, and support human talent rather than displace it. The companies that win will be the ones that apply these tools thoughtfully, not blindly.
Leadership and Giving Back
The episode closes with a reflection on leadership beyond the balance sheet. James emphasizes the importance of industry involvement, mentorship, and organizations like the Farm Equipment Manufacturers Association.
Strong networks matter, especially in times of uncertainty. Progress happens faster when leaders collaborate, share insights, and invest in the future of the industry rather than retreating into silos.
Final Thoughts
This episode of The Germinate Podcast is a reminder that resilience doesn’t come from waiting out the storm. It comes from intentional strategy, disciplined execution, and leadership grounded in reality.
In today’s ag economy, the message is clear:
Adapt, or fall behind.
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