Smartphones, the mobile web, social media; latter day technologies and innovations that are bringing billions of people into the global market.
Which means, your business, whatever it is, is exposed to billions of persons. Among them, the 0.0001% who absolutely agree with your values and your product and your ethics and the reason for your business and the way you do business and your commitment to the community.
Which is all you need. That 0.0001%. To be successful; earning a living at what you love doing, and for the right reasons.
Today's New York Times looks at a rising trend among young farmers in America, and reveals how quickly knowledge can be lost -- when not available digitally:
Mr. Jones, 30, and his wife, Alicia, 27, are among an emerging group of people in their 20s and 30s who have chosen farming as a career. Many shun industrial, mechanized farming and list punk rock, Karl Marx and the food journalist Michael Pollan as their influences. The Joneses say they and their peers are succeeding because of Oregon’s farmer-foodie culture, which demands grass-fed and pasture-raised meats.
“People want to connect more than they can at their grocery store,” Ms. Jones said. “We had a couple who came down from Portland and asked if they could collect their own eggs. We said, ‘O.K., sure.’ They want to trust their producer, because there’s so little trust in food these days.”
Garry Stephenson, coordinator of the Small Farms Program at Oregon State University, said he had not seen so much interest among young people in decades. “It’s kind of exciting,” Mr. Stephenson said. “They’re young, they’re energetic and idealist, and they’re willing to make the sacrifices.”
But finding mentors has been difficult. There is a knowledge gap that has been referred to as “the lost generation” — people their parents’ age may farm but do not know how to grow food. The grandparent generation is no longer around to teach them.
So Ms. White and Mr. Broadie turned to YouTube for farming tips. They scoured the antiques section of Craigslist for small-scale farming equipment.