Entrepreneurs, like Joe, had to convince companies and government agencies to take a chance on a new way of collecting data. They had to painstakingly work in the field with growers to make sure equipment was hooked up correctly, software was installed and configured properly, and data was securely stored on the appropriate hardware. Furthermore, they had to analyze the georeferenced data in a way that helped growers make better production decisions. And most challenging, they had to convince growers that the data collected, using technology, was worth the investment. In other words, that it was worth paying for information recorded in a new way.
It may surprise many people that the adoption of information technologies by the agricultural community has remained relatively flat until very recently. This slow adoption was due not only to the time commitment and cost for implementation, but also due to the various technologies not being integrated. This incompatibility among technologies meant that anything new could not be easily incorporated into an existing operation. Because of this barrier, growers and other stakeholders were resistant to try something new for fear that the next addition would mean replacing their current technology tools.