I had just been given the chance to talk about AngusLink^SM to a group of cattlemen, when a gentleman came up to me afterward. He essentially said, “I appreciate what AngusLink is doing. I even appreciate the success it has helped others achieve, but it is not for me.”

He went on to say I had mentioned the effect of lot size. He didn’t have that. He said people who were signing up had advantages of location, reputation, heritage, management and genetics. AngusLink, he said, just helps them capitalize on those things, arguing it didn’t apply to him or operations like his.

His theory, in a nutshell, was that marketing came down to either luck or inherent advantages. He didn’t believe luck was on his side, or that he had the inherent advantages required to succeed.

He further argued the AngusLink program was designed to reward superior genetics, and his financial situation precluded the possibility of accessing “good” genetics. Plus, his environment was extremely tough, and it required him to use genetics that segments upstream did not want.

A different view

My first inclination was to argue with him to convince him that, while there are constraints, it is possible to create cattle that fit the environment that are also good cows. We can produce cattle we want while producing cattle that are marketable, cattle that exceed consumer needs and desires, and that produce the most value from a total systems approach.

However, I thought better of it, because we weren’t really discussing genetics or the cattle markets. Our disagreements stemmed from a difference in world view. For example, I talk a lot about the value of benchmarking and how AngusLink not only lets you know how you compare to others, but it gives you an idea of whether you are progressing faster or slower than the industry as a whole. He would argue that he has limits that will keep him from being at the very top, so there is no point in trying. I would argue that limits — whether they be environment, finances, management, location, etc. — are very real. Everyone has limits. That is a fact of life. Benchmarking isn’t as much about comparing yourself to others as it is determining how close we are to hitting the ceiling or limits of our own potential, capabilities and resources.

It is dangerous to explain away the success of others as luck or circumstance unless you have taken the steps they have taken to be successful.

It is dangerous to explain away the success of others as luck or circumstance unless you have taken the steps they have taken to be successful. This is especially true when we look at marketing or genetics.

Marketing is always, at its core, about differentiating your product in a crowded marketplace. By definition, it is difficult to be all things to all people. You are not only striving to be the best in your market, but you are determining what market you want to compete in, who you want your competition to be. In some respects, the Genetic Merit Scorecard^SM and AngusVerified^SM don’t make the task of marketing easier. Rather, they clarify what we need to work on (genetics or management) and what market we want to compete in. They then give you the tools to differentiate yourself in that market.

Finding your niche

Part of the goal of marketing is finding a more favorable environment in which to compete — an environment where the odds are not stacked against you, but that are actually in your favor. It goes against our natural tendencies to narrow our target market, but specialization is the easiest way to overcome disadvantages (environment, scale, management, etc.).

There are times when you can’t better, or it is difficult to differentiate yourself from, “elite” competitors in the marketplace. At those times, the goal is to create a new market where you can compete — a market that emphasizes your strengths and minimizes your weaknesses. This holds true for business or life.

In the book Atomic Habits, James Clear says, “A good player works hard to win the game everyone is playing. A great player creates a new game that favors their strengths and avoids their weaknesses. or a new way of looking at the game in its entirety and becomes the best at it.”

Building a more marketable product

AngusLink is more than a one-size-fits-all solution for helping producers differentiate their cattle based on genetic merit — giving buyers the confidence they need to pay premiums in the marketplace. At its best, it is a tool that helps producers build relationships with their seedstock suppliers and the buyers of their calves. It provides the information to help build a more marketable product, a product that has more quality; and it gives producers the capabilities to capture more of the value they are creating so they can be more profitable and reach their long-term goals.

In the end, the GMS and AngusVerified are like expected progeny differences (EPDs). They help us reach our goals at a much quicker rate, but they are only valuable when applied in the context of one’s goals, environment, marketing and management strategies.

Call us to discuss how AngusLink can play a role in making your marketing program more successful.

Editor’s note: Troy Marshall is director of commercial and industry relations for the American Angus Association. For more information about AngusLink, click here.

Angus Beef Bulletin EXTRA, Vol. 16, No. 9-B