VisionToMission

Making things simple is rarely simple—so who takes on the hard part? For example, farm management software is powerful but sales and onboarding was complex. This software connects GPS-guided tractors, mobile apps, and the back-office. It is like factory automation, but for equipment and people moving over fields and dirt roads. I asked our Enginering executive, Bob Wold , how we could eliminate complexity for our customers. He shared something that stuck with me: the Law of Conservation of Complexity (also known as Tesler’s Law)—complexity isn’t eliminated, it’s moved. You either shift it to your team or leave it with the customer. That insight changed how I partnered with Product and Engineering. We introduced new practices to systematically shift complexity inward, including: ⚙️ Documenting sales value streams (steps and tools) ⚙️ Tracking, reporting, and celebrating efficiency gains ⚙️ Using pilots to trade for automation dev stories When I reconnected with Bob as a part of thi...

  I kicked off a personal project and will be sharing some of it here and LinkedIn over the next few months. I have been reconnecting with people who gave me advice 10, 20, even 30 years ago – curious whether they still stand by it, if I understood it fully at the time, or whether there was more to the story. The conversations have been insightful and energizing. I am grateful to know such thoughtful people. I selected a central theme for the project: driving vision to mission – simplifying strategy, accelerating go-to-market, and removing friction from the sales experience. I will post reflections along the way in case any of it resonates, proves useful, or sparks discussion. Quick note: this is a personal project and not affiliated with my current employer.