Category: voice of customer

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Designing a Campsite to Inspire Wonder

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Connie and I both enjoy camping. Getting away from all the trappings of modern life. Constantly being connected via a cell phone. The ease of watching any of 1000s of movies and tv shows with a click.

There is only limited cell phone service on the farm so you are lucky to get a text message or call through. There is a certain ability to relax when you are disconnected. We put the campsite in the back field in the most important part of the field from a visual perspective and an agricultural perspective. We want this campsite to be a focal point of a wonderful story. The campsite has fruit bearing trees in it that replicate the blackberry, figs, pawpaw and elderberry plants that are bountiful on the farm. There is a fire circle and a bench in the camping circle. There is room for a big tent or several small tents. We want this to be a special place that leads to special memories.

Details are important. You have to walk to the spot, short walk, but still a walk. Even the bench is designed to make the trip special. The seat is just a little too far off the ground. So even if you are tall your feet hang down just a little. The seat is just a little too deep so you feel a little small in the bench. Just enough to where you feel just a little small in the middle of the big field, under the big sky. Just so we remember what is important.

Lee Ann Womack sang

I hope you never lose your sense of wonder
You get your fill to eat, but always keep that hunger
May you never take one single breath for granted
God forbid love ever leave you empty-handed …

I hope you still feel small when you stand beside the ocean
Whenever one door closes, I hope one more opens
Promise me that you’ll give faith a fighting chance
And when you get the choice to sit it out or dance …

I hope you never fear those mountains in the distance
Never settle for the path of least resistance
Livin’ might mean takin’ chances, but they’re worth takin’
Lovin’ might be a mistake, but it’s worth makin’ …

In a lot of ways this song was the inspiration for the campsite. Even as adults we need to play. We need to find adventure. Seek it out. Even if it is a small adventure. We need to wonder.

Simply Us Farm is an adventure. It is us wondering what could be. Trying new things and innovating. Definitely not going the path of least resistance. Check out the song below, maybe it inspires you too. If all our farm ever accomplishes is to help you develop a sense of wonder, a desire to play, and wanting a adventure in front of you, then we have succeeded. Today’s world is just crazy, but the farm is about the simple. Simple is what we need sometimes.

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Farm Tours! – Our Annual Fun Day on the Farm

Thanks to everyone who came. We had 16 attendees from 8 families. What a great day. We shared about permaculture, design thinking, innovation and regenerative farming. Attendes learned about how we go about building good soil so the plants, trees and bushes thrive. We also talked about how we farm without insecticides or pesticides. Attendees also learned how we do function stacking so many plants on the farm have multiple jobs.

We also had a meal for people who have attended our classes. It was nice sharing a meal with familiar faces. Thanks to everyone who attended. Also, thanks to everyone that helps make the farm a success.

One of the new items we showed off on the farm tour is our growing cadre our medicinal plants. We now have

  • comfrey
  • witch hazel
  • white yarrow
  • motherwort
Motherwort is planted and ready to grow

Here are some views from the farm this weekend

My opportunity to share about our farm

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Learning About What Our Farm Can Become and How We Are Innovating

Simply Us Farm has been a giant sketch and prototype from the beginning. I like to think of the farm as a sketch and a prototype where the lines are drawn with a tractor and the trees and bushes are dots on the sketch. We are still learning what our farm can become. Join us as I walk you through the class I just completed on innovation.

First let me share what I learned by taking the IDEO Insights for Innovation class

Join me as we discover together what I learned about the farm from observing potential customers, interviews and pulling those insights together into meaningful statements that can help guide the plan for Simply Us Farm.

First we created a challenge. The challenge guides the project.

How might we create experiences and farm products for potential customers that appeal to their desire for healthy foods from local farms who create nutrient rich goods with sustainable practices?

One really important thought

It is important to note that this class wasn’t about marketing to the customer or confirming a pre-existing solution will sell. Instead we focused on understanding the customer, developing empathy and most important – inspired by the customer.

Here are some of my insights from the project

1) Better food oriented customers want something that can be integrated into their lifestyle, which requires a convenient location for regular and ongoing touch points or purchases. Since the farm is in a remote location, I called this the tyranny of distance“

A remote location is ok for less frequent interactions or purchases where the interaction becomes a day trip, especially with family, a common understanding is the concept of the roadside vegetable stand. How the buying and interaction patterns with the farm and customers are really part of a pattern of life for the customer.

2) Better food oriented customers are looking for more healthy options, but may not be able to articulate or even realize all of the options they want or might want

3) The concept of rent-a-tree / rent-a-bush isn’t something most of the people we interviewed have ever heard of. There were several concerns about risks associated with just having the production of one plant and what happens if someone picks off the wrong plant (intentionally or accidentally).

4) Many people seeking out healthier foods also want a deeper connection with the farm where their food is grown. This connection gives them confidence that there food is raised in a smart way that results in healthier food for them. The desire to have these roots is important to many customers. Something as simple as watching smiling customers interact with farmers at the farmers market highlights that desire for a deeper connection that results in a healthier food and lifestyle choices.

What was surprising, challenging, or easy about the process of crafting insights?

Having a consistent and structured approach that keeps digging in to ask why, reveals a lot about how the customer thinks. The process of asking why, why, why, why, why is quicker at revealing results than I thought it would be. The process of asking 5 whys revealed answers that sometimes surprised the wonderful people that I interacted with during the project.