Why Farmers Need to Become Better Negotiators | Vance Crowe Joins The Show
What does better communication have to do with running a more profitable farm business? Quite a lot, actually. On this episode of What The Futures, Ryan Denis sits down with Vance Crowe, keynote speaker, communication expert and founder of Legacy Interviews, to discuss the importance of communication, negotiation and building stronger relationships in agriculture. Vance will be joining us as the opening keynote speaker at the Crop Marketing Made Cool Conference in Brandon, Manitoba, December 1–2, 2026. His presentation, "How Is Greater Than Why," will challenge farmers to think differently about how they communicate, negotiate and work with the people who have a direct impact on their farm businesses. Vance shares his fascinating career journey, including his experience working with Monsanto, where he helped facilitate difficult conversations around GMOs, pesticides and modern agriculture. Rather than relying on traditional corporate messaging, Vance explains why genuine conversations, asking better questions and being willing to listen can lead to much better outcomes. Ryan and Vance also discuss Legacy Interviews, a business that records people's life stories so future generations can understand their family history, the sacrifices made by previous generations and the legacy they've built. In this conversation, you'll hear about: - Why communication is one of the most important skills in business - How farmers can become better negotiators - The importance of listening and asking better questions - Vance Crowe's experience working with Monsanto and discussing GMOs - How to have difficult conversations about agriculture - Why authentic communication beats traditional corporate messaging - The five networked competencies: negotiation, introductions, storytelling, conversation, conflict resolution and presenting - How better communication can improve relationships with grain buyers and input suppliers - The importance of preserving farm family history through Legacy Interviews - What farmers can expect from Vance's keynote presentation at Crop Marketing Made Cool CROP MARKETING MADE COOL CONFERENCE – DECEMBER 1 & 2, 2026 Join us in Brandon, Manitoba, at the Keystone Centre for two days of crop marketing education, farm business strategies and conversations with some of the best minds in Western Canadian agriculture. Vance Crowe will kick off the conference with his keynote presentation, "How Is Greater Than Why," helping farmers develop the communication and negotiation skills that can make a real difference in their businesses. Don't miss the opportunity to sharpen your crop marketing and farm business skills ahead of the 2027 growing season. Subscribe to What The Futures for more conversations about grain marketing, Canadian agriculture, farm profitability and better farming decisions. 00:00 – Meet Vance Crowe: Communication and Farm Business 01:14 – Vance Crowe Joins Crop Marketing Made Cool 03:10 – Legacy Interviews: Preserving Family and Farm History 05:27 – The Stories Behind Canadian Farming Families 07:08 – Vance Crowe's Journey Into Communication 08:05 – Working With Monsanto: GMOs, Agriculture and Public Perception 09:26 – Why Authentic Conversations Matter More Than PR 10:41 – Facing Tough Questions About Modern Agriculture 11:43 – The Importance of Listening and Asking Better Questions 13:06 – Why You Don't Always Need to Win an Argument 15:15 – The Five Skills That Make Better Communicators 16:36 – How Is Greater Than Why: Vance's Keynote Presentation 18:05 – Better Communication for Farmers and Farm Businesses 20:15 – What to Expect at Crop Marketing Made Cool 22:52 – How Small Communication Changes Can Make a Big Difference 23:58 – Crop Marketing Made Cool: Tickets and Early Bird Discounts #WhatTheFutures #CropMarketingMadeCool #VanceCrowe #FarmBusiness #Agriculture #GrainMarketing #FarmManagement #CanadianAgriculture 🎧 Listen to the show on the go. https://open.spotify.com/show/3xz7OvO7P0WDW8mAx25L1y?si=bd51356530834599 https://podcasts.apple.com/ca/podcast/what-the-futures/id1715185428 🧑🏼🌾 Follow on Instagram and X for more market insights. https://www.instagram.com/whatthefuturespod/ https://x.com/wtfuturespod Email Ryan: ryan@whatthefuturespodcast.ca What the Futures Podcast Website: https://www. whatthefuturespodcast.ca Thanks to our Sponsors : John Deere: https://operationscenter.deere.com/ UPL: https://www.uplcorp.com/




