Day 4: Who Not How – Stop Asking “How?” Start Asking “Who?”
Farmers pride themselves on independence.
When something breaks, you fix it.
When rain is coming, you work longer hours.
When conditions turn against you, you grind harder.
That self-reliance is a strength—but it can also become a trap.
Every time you ask, “How do I get this done?” You’re adding more weight to your own shoulders. And in farming, those shoulders already carry debt, long hours, weather risk, family pressure, and market uncertainty.
Dan Sullivan and Dr. Benjamin Hardy’s book Who Not How offers a simple but powerful shift—one that many farmers resist at first, but desperately need:
Stop asking, “How can I do this?”
Start asking, “Who can help me achieve this?”
This isn’t about giving up control.
It’s about multiplying your capacity.
Freeing up time for what matters most.
Why Farmers Get Stuck in “How”
Farming trains you to be resourceful. You learn a little about everything—mechanics, agronomy, marketing, accounting, logistics—because you must.
But that survival mindset often follows you long after it stops serving you.
Most farmers resist the “Who” mindset for three reasons:
Managing people feels harder than doing it yourself
It seems faster to just handle it. No explanation. No follow-ups. No risk of disappointment.
Trust is hard-earned
You built this operation with sweat equity. Handing over decisions—or even parts of them—feels risky.
Control feels safe
If you do it, you know it’s done “right.” Or at least the way you expect it.
Here’s the hard truth:
Doing everything yourself is the fastest way to burn out—and the slowest way to grow.
What “Who Not How” Really Means in Agriculture
This mindset isn’t about laziness or outsourcing responsibility. It’s about putting the right people in the right seats so you can focus on what actually moves the farm forward.
Let’s make this practical.
Image from Real Ag Stock
Practical Takeaways for Farmers
Marketing & Risk Management
Instead of asking:
“How do I learn hedging, spreads, basis, and options?”
Ask:
“Who can manage or guide this for me and keep me informed?”
Grain marketing mistakes don’t just cost time—they cost real money. A trusted advisor can save you thousands while freeing up hours of mental energy. You don’t need to be an expert in everything. You need access to expertise. Shameless plug maybe, but an easy one that doesn’t come with trying to find new labor in a limited labor pool.
Drainage, Tiling, and Infrastructure
Instead of:
“How do I design the perfect tile system?”
Ask:
“Who is the best contractor for this job?”
Yes, it costs money.
But fixing mistakes costs more.
The right “Who” prevents rework, reduces stress, and lets you stay focused on operations instead of troubleshooting problems you shouldn’t be solving in the first place.
Technology Adoption
Instead of:
“How do I set up variable-rate planting or precision software?”
Ask:
“Who can implement this efficiently and train us properly?”
Technology is supposed to simplify farming—not overwhelm it. The wrong approach turns innovation into frustration. The right partner turns it into leverage.
Succession Planning
This one matters more than most farmers admit and is my favorite as it’s about building something together.
Succession isn’t about paperwork—it’s about people.
Instead of thinking of your kids or next-generation partners as “extra work,” start seeing them as future Whos.
Bring them into decisions early. Let them think, question, and contribute. You’re not losing control—you’re building continuity.
A farm that relies on one person is fragile.
A farm built around a team endures.
Collaboration Beats Isolation
The lone-wolf farmer is a romantic idea—but it’s a costly one.
The most resilient operations aren’t run by the hardest-working individuals. They’re run by farmers who surround themselves with people who complement their strengths.
You don’t need to know everything.
You need to know WHO knows what you don’t.
Your Time Is Finite—Protect It
Every hour spent fixing a sprayer, wrestling with spreadsheets, or second-guessing marketing decisions is an hour you don’t spend:
Thinking strategically
Improving systems
Building relationships
Being present with family
Time is the one input you can’t buy more of.
Delegation isn’t weakness.
It’s discipline.
Invest in Relationships, Not Just Equipment
Farmers are comfortable investing six figures in iron.
But hesitant to invest in people.
That’s backwards.
A strong team outlasts any piece of machinery. Equipment depreciates. Relationships compound.
The right “Whos” don’t just help you get more done—they help you think better, decide faster, and sleep easier.
The Real Question
The goal isn’t to do less work.
The goal is to stop doing the wrong work.
So, the next time you catch yourself asking,
“How do I do this?”
Pause.
And ask the question that changes everything:
“Who can help me do this better than I ever could on my own?”
That shift won’t make you less independent.
It will make your farm more durable—and your life more sustainable.
Garret Brown
Founder | Market Advisor
Having grown up on a farm, Garret respects the wide range of skills needed to run a successful operation and recognizes farmers are often stretched thin trying to do it all. This understanding, along with his affinity for markets, fuels his drive to make tough marketing decisions simpler for farmers.
Leveraging his experience in grain origination and margin management, Garret analyzes technical and fundamental market information. With the assistance of CODAK’s algorithmic signaling platform, he puts together buy/sell recommendations while working with the CODAK team to create strategies that accommodate each farmer’s personal risk tolerance, on-farm storage capacity, and break-evens.