The Germinate Podcast

In this episode of The Germinate Podcast, Joe Sampson sits down with Emily and Avery Elsing of New Age Custom Farming to explore how modern farmers are blending tradition, entrepreneurship, and digital storytelling to build both a business and a brand. What started as a simple idea to document daily life on the farm has grown into a thriving YouTube channel with tens of thousands of followers and millions of views.
Emily shares how her background in agricultural marketing and social media sparked the idea to start filming their operation, while Avery initially questioned whether anyone would care about their day to day work. Over time, their authenticity, consistency, and willingness to show both the highs and lows of farming helped them build a loyal audience that connects with their story.
The conversation dives into the reality of their operation, which is far from simple. As a multi generational farm in Wisconsin, they manage a diverse business that includes cash crops, custom forage harvesting, custom spraying, raising cattle, direct to consumer beef sales, and even hosting events on the farm. On top of that, they actively create content, manage brand partnerships, and run additional business ventures, making their operation a true example of modern agricultural entrepreneurship.
Joe and his guests discuss how content creation has evolved into a legitimate business, not just a hobby. Emily highlights the amount of work that happens behind the scenes, from filming and editing multiple videos each week to managing brand relationships, negotiating partnerships, and handling the business side of media production. What appears simple from the outside requires discipline, consistency, and a strong understanding of both storytelling and business operations.
A key theme throughout the episode is authenticity. Emily and Avery emphasize that their audience connects with them because they are willing to show real life on the farm, including mistakes, challenges, and difficult days. Rather than presenting a polished version of agriculture, they focus on being honest and relatable, which has helped build trust with their viewers.
The conversation also explores the changing landscape of marketing in agriculture. Traditional advertising methods are becoming less effective, while content driven storytelling and influencer partnerships are creating new opportunities for companies to connect with farmers. Emily explains that credibility is everything, and they only work with brands and products they truly believe in, knowing their audience relies on their honest perspective when making decisions.
Joe and his guests also discuss the importance of dealer relationships and equipment decisions on the farm. While brand preference often comes into play, they emphasize that having a reliable local dealer and strong support system is often more important than the color of the equipment itself. This reflects a broader truth in agriculture where service, reliability, and relationships drive long term success.
Beyond the business and content side, the episode highlights the deeper connection to farming. Avery shares his experience growing up in a multi generational operation, while Emily reflects on her path into agriculture and the appreciation she has developed for the lifestyle. Together, they discuss the challenges of today’s agricultural economy while reinforcing their commitment to continue adapting and finding ways to stay in the industry they love.
The episode ultimately paints a picture of what modern farming looks like today. It is no longer just about working the land, but about building multiple revenue streams, embracing technology, and connecting with a broader audience. Emily and Avery represent a new generation of farmers who are not only producing food but also telling the story of agriculture in a way that resonates far beyond the farm.

In this solo episode of The Germinate Podcast, Joe Sampson shares a real time reflection on what he is seeing across the agriculture industry after spending several weeks on the road meeting with companies, attending conferences, and having conversations with leaders across the space.
Joe frames this episode as a “state of the union” for agriculture, technology, and business, offering a candid perspective on where the industry stands today and where it may be heading. A major focus of the conversation is the rapid acceleration of artificial intelligence and the broader infrastructure being built to support it, including the explosion of data centers across states like Iowa.
He highlights the scale of investment being poured into AI driven infrastructure, with major technology companies building massive facilities that require significant land, energy, and resources. These developments point to a larger shift that is already underway, one that is reshaping not just agriculture, but the entire economy.
Joe emphasizes that this transformation is not something businesses can ignore or opt out of. AI is already here, and the companies that learn how to use it effectively are gaining a clear advantage in efficiency, speed, and decision making. At the same time, he challenges the idea that simply adopting technology is enough to succeed.
Throughout the episode, Joe reflects on conversations he has had with industry professionals who are beginning to notice a different kind of challenge emerging. As more people rely on AI tools for communication, content, and problem solving, there is a growing sense that everything is starting to sound the same. Emails, marketing messages, and even conversations are becoming more uniform, making it harder for individuals and businesses to stand out.
This leads into a deeper discussion about the unintended consequences of over reliance on technology. Joe shares his concern that as tools become more powerful, there is a risk of losing critical thinking, creativity, and the ability to engage in meaningful conversations. He reflects on how simple interactions in the past required people to think, debate, and connect, while today many answers are instantly outsourced to a device.
A central theme of the episode is the importance of relationships and human interaction. Joe argues that while AI can optimize processes and improve efficiency, it cannot replace trust, connection, and real conversation. In industries like agriculture, where partnerships and long term relationships are essential, this human element remains a key differentiator.
He also explores how this balance plays out in business. AI can support activities like sales preparation, marketing strategy, and operational efficiency, but the outcome still depends on how people execute, communicate, and build relationships. The tools can enhance performance, but they cannot replace the effort required to show up, engage, and deliver results.
Joe uses examples from sports, business, and everyday life to reinforce the idea that preparation and optimization are important, but results ultimately come down to execution. Whether it is an athlete performing on game day or a business closing a deal, success is driven by the ability to apply knowledge in real world situations.
The episode closes with a reflection on the current moment, describing it as a generational shift where technology is advancing faster than ever before. Joe encourages listeners to embrace the benefits of AI while remaining intentional about maintaining the human side of business and life. He stresses the importance of staying engaged, having real conversations, and continuing to learn from others rather than relying solely on technology for answers.
This episode offers a thoughtful and honest perspective on the intersection of AI, agriculture, and human connection, challenging listeners to think about how they can use technology without losing what makes them unique.

In this episode of The Germinate Podcast, Joe Sampson sits down with Kerry Juhl to explore the foundational role that health, fitness, and daily habits play in long term performance and quality of life. Drawing on more than three decades of experience in the health and wellness industry, Kerry shares practical insight into how individuals and organizations can take a more intentional approach to well being.
Kerry begins by sharing her background in exercise science and her career in corporate wellness, where she spent years helping organizations build cultures that support employee health. Over time, her work expanded into coaching individuals, particularly those who had spent years prioritizing their careers and were now looking to regain control of their health and energy.
A central theme throughout the conversation is the concept of metabolic health and the reality that a large percentage of the population is living with early indicators of chronic conditions. Kerry explains how factors such as high blood pressure, poor nutrition, lack of movement, and inadequate sleep contribute to long term health risks. She emphasizes that many of these issues are preventable, but only if individuals begin making changes before symptoms become more serious.
Sleep is highlighted as one of the most overlooked yet critical components of overall health. Kerry explains that sleep is when the body restores and resets, and without it, energy levels, decision making, and daily performance are significantly impacted. Poor sleep often leads to a cascade of unhealthy behaviors, including increased caffeine consumption, poor nutrition choices, and reduced physical activity.
The conversation also explores how habits are formed and why consistency matters more than intensity. Kerry emphasizes that sustainable movement throughout the day, whether through structured exercise or simple activities like walking, can have a significant impact on overall health. She encourages listeners to find forms of movement they enjoy and can maintain long term, rather than relying on extreme or short lived fitness efforts.
Strength training is another key topic, particularly in the context of aging and maintaining independence. Kerry explains that muscle mass naturally declines over time, and without intentional effort to maintain it, individuals may experience reduced mobility and strength later in life. Building and preserving muscle is essential not only for physical performance but also for long term health and longevity.
Nutrition is discussed as both essential and often confusing. With constantly changing trends and conflicting information, many people struggle to know what to eat. Kerry encourages a return to simple, whole foods and emphasizes the importance of protein, hydration, and balance. She highlights that while supplements can play a role, they should not replace foundational habits built around real food and consistent routines.
Joe and Kerry also address the growing popularity of quick fix solutions such as weight loss medications. While acknowledging that there may be a place for certain medical interventions, Kerry stresses that without long term habit change, these approaches are often temporary and can lead to setbacks. Sustainable health requires consistent behaviors, not short term solutions.
Throughout the episode, the importance of mindset is reinforced. Kerry explains that individuals must take ownership of their health and recognize that small, daily choices compound over time. By focusing on simple, repeatable habits and maintaining a long term perspective, individuals can improve their energy, performance, and overall quality of life.
This episode offers a practical and grounded approach to health, cutting through trends and complexity to focus on what truly drives lasting results.

In this episode of The Germinate Podcast, Joe Sampson sits down with Megan Ratcliff, co-founder of Clarity in Motion Collective, to explore how artificial intelligence is reshaping the way businesses operate, market, and make decisions.
Megan shares her perspective on AI as more than just a tool. She frames it as a transformation that requires a shift in mindset, not just technology adoption. With a background in leading AI transformation across organizations, she emphasizes that success comes from combining human judgment with AI capabilities, not replacing one with the other.
The conversation dives into the reality that many teams are already using AI, but often in isolated, unstructured ways. Megan explains how organizations can move from scattered experimentation to intentional systems by developing what she calls AI fluency. This includes understanding how to ask better questions, how to interpret outputs, and how to maintain human creativity and strategic thinking throughout the process.
Joe and Megan also unpack how marketing has dramatically changed in recent years. Traditional playbooks centered around predictable funnels and attribution models are becoming less effective as buyer behavior evolves. Today’s customers expect personalized, flexible experiences and they want to engage with brands on their own terms. Megan highlights how businesses must adapt by focusing less on internal processes and more on delivering meaningful value to the customer.
A key theme throughout the discussion is the importance of curiosity. Megan explains that the most effective use of AI comes from those who are willing to explore, test, and think critically. Rather than relying on AI for quick answers, she encourages teams to use it as a thought partner to uncover insights, identify patterns, and better understand their customers.
The episode also explores practical applications of AI in areas like customer research, workflow design, and operational efficiency. Megan shares how organizations can use AI to analyze conversations, identify trends, and make more informed decisions without losing the human touch that builds trust and connection.
Joe brings in real-world examples from his own experiences, highlighting both the benefits and frustrations of automation. Together, they discuss where AI enhances the customer experience and where it can create friction if not implemented thoughtfully.
At its core, this conversation is about balance. It is about leveraging powerful technology while staying grounded in human insight, empathy, and intuition. Megan reinforces that the companies who succeed will be the ones who use AI responsibly, stay close to their customers, and remain adaptable in a rapidly changing landscape.
For those navigating uncertainty around AI, this episode offers a clear and practical perspective on how to move forward with confidence and intention.

In this episode of The Germinate Podcast, Joe Sampson sits down with Dan Schultz, an agricultural marketing strategist known for challenging the way the industry thinks about marketing, sales, and brand building.
Dan shares his perspective on why traditional marketing approaches in agriculture are broken and how companies can rethink their go to market strategy to drive real business outcomes. Drawing from his experience working with ag companies across the globe, he explains why marketing should not exist as an “arts and crafts” function, but instead as a driver of revenue, culture, and long term growth.
The conversation explores the disconnect between sales and marketing teams, highlighting how differing motivations often lead to misalignment inside organizations. Dan explains that while marketing often seeks to be liked, sales seeks to be respected, and bridging that gap is critical for success.
Joe and Dan also dive into the evolution of marketing agencies and how the industry has shifted from large, hierarchical organizations to more agile, value driven teams. They discuss how the rise of AI and automation has made “good” work easy to produce, and why standing out now requires something more human, unexpected, and differentiated.
A major theme throughout the episode is the importance of creativity and artistry in business. Dan emphasizes that professionals today must think like artists, not just operators, creating new ways of solving problems rather than simply following established processes. He explains that true differentiation comes from delivering something unexpected that creates real value for customers.
The discussion also touches on brand building, with a focus on how brands are not defined by logos or messaging, but by the experience and feeling they create. Joe and Dan highlight how companies like Chick-fil-A and John Deere succeed not just because of their products, but because of how they make customers feel.
Another key topic is the inefficiency of traditional marketing tactics like trade shows. Dan argues that many companies participate out of habit rather than strategy, often failing to engage meaningfully with customers or create memorable experiences that drive results.
Dan introduces the concept of category design, explaining how successful companies do more than promote products. They create the context that helps customers understand why their solution matters. Instead of competing on incremental improvements, the most effective companies align their products with larger industry shifts and customer problems, making their solution feel necessary rather than optional.
The episode closes with a powerful reminder that businesses must reconnect with the human element. Whether it is marketing, leadership, or customer relationships, success comes from understanding people, delivering real value, and consistently following through on what you promise.