Agriculture doesn't need another small improvement—it needs a new way of thinking.

On this episode of Momentum, Joe sits down with Daniel Schultz, founder of Schultz Collaborative, to discuss why so many companies are trapped by conventional thinking and how category design can help leaders create entirely new markets instead of competing in crowded ones.

Daniel shares why "Ag Done Different" is more than a tagline—it's a challenge to rethink how we innovate, market, sell, and lead. From breaking free of industry assumptions to building businesses that genuinely solve problems, this conversation explores what it takes to stand out in a sector often resistant to change.

Whether you're an entrepreneur, executive, marketer, or sales leader, this episode will challenge you to stop following the industry playbook and start writing your own.

In this episode you'll learn:

• Why incremental innovation isn't enough anymore

• What category design actually is—and why it matters

• Common mistakes agriculture continues to make in sales and marketing

• How leaders can create demand instead of competing for it

• Why bold differentiation is the future of agricultural business

Join us live on Friday, July 31 at 9:00 AM CT for another conversation designed to build momentum.