The importance of humans in the rise of Digital Agriculture
Perhaps you are thinking about how to transfer your data from hard copy field books to Excel or into dedicated software. Some might already be thinking of how to apply AI (Artificial Intelligence) on the data that they have. In both occasions we are speaking about a “Digital Transformation “ that should be backed up with a “Digital Strategy”. These transformations are not a project with a clear starting point and finish line. But they are a process in which it is difficult to say what the end point will be and how high the costs will be. It will be uncertain how long it will take to get to the next millstone in the process. And perhaps the most uncomfortable idea is that it is very difficult to foresee how satisfied you will be with the result.
Digitization, software, data are predominantly used in an IT context. However, it is the human factor that is the key for success of any Digital Strategy. And managing people in a changing and uncertain environment- like a digital transformation- is most difficult. Why?
At the root of these difficulties is the fact that people need to get out of their comfort zone to adapt to the new process and sometimes even fear may arise. People may, for example, find it difficult to understand the abstract concepts explained with “IT Vocabulary”. An uncomfortable feeling of being lost can turn into fear. Subconsciously and in a subtle way the Digital Transformation is influenced by these fears and as a result, individuals and organizations may find themselves avoiding changes and delaying challenges that could benefit them in the short and long run.
Let’s take a step back and holistically look at the many ‘digital’ changes and initiatives at several levels: Strategical, Organizational, Operational. It helps to understand how the digital transformation is influencing the user (you) and what the core needs are of that same user. The less a user needs to step out of his comfort zone. The easier the Digital Transformation will be implemented and the more you will benefit from your Digital Strategy. To cut a long story short: Focus on the needs rather than on the digital tool and look at those needs from the agricultural, the company’s and the personal perspectives.
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