Measure success by the social and economic value created for farmers and society at large.

Combine technical ingenuity with entrepreneurial drive to bring inventions into widespread use.

Respect the dignity of labor by designing tools that reduce drudgery and expand human capability.

Think long term: create systems, organizations, and products that can change an entire industry.

Treat business as a means to scale useful technology and make it broadly available.

Build on careful observation of how people actually work, especially in the field and workshop.