The Germinate Podcast

In this episode of The Germinate Podcast, Joe Sampson sits down with Craig Scholz of Southern Marketing Affiliates for a conversation about agriculture, aftermarket parts, customer service, leadership, and the importance of investing in the next generation.
Craig shares his journey from growing up around agriculture to studying agribusiness and animal science at the University of Wisconsin-Platteville before beginning his career in dealerships and eventually joining Tisco. After nearly three decades connected to the Tisco brand, Craig reflects on how the aftermarket parts industry has changed and how Southern Marketing Affiliates has continued to grow through strategic acquisitions, strong people, and a deep commitment to serving customers.
The conversation explores the role SMA plays in the agricultural ecosystem, supplying everything from sprayer parts and tillage components to hydraulics, PTO shafts, tractor parts, and other essential products that keep farms, dealerships, hardware stores, repair shops, and rural communities moving.
Craig explains how Southern Marketing Affiliates has grown by acquiring strong, successful businesses with great people already in place. From Tisco to Canadian Farm Supply and other regional expansions, SMA has built a broader footprint while preserving the relationships, knowledge, and customer service mindset that made those businesses valuable in the first place.
A major theme throughout the episode is customer service. Craig explains that SMA’s philosophy is rooted in what they call “the SMA Way” — treating people the way you want to be treated, going the extra mile, and serving both internal and external customers well. He emphasizes that no business can succeed without understanding and supporting the people who buy from them.
Joe and Craig also discuss how customer service has evolved in a digital world. With a large portion of SMA’s business now happening online, the customer service team is no longer just taking orders. Instead, they are solving problems, answering questions, handling challenges, and helping customers get what they need as quickly and accurately as possible.
The conversation also looks at the future of distribution, automation, and efficiency. Craig explains how SMA has invested in systems that improve warehouse operations, including custom box-making technology and better picking processes, while still recognizing the importance of knowledgeable people behind the work.
Another major focus is Craig’s passion for leadership and youth development. Through his work with 4-H and FFA, Craig has helped young people discover opportunities in agriculture, build confidence, develop communication skills, and prepare for future leadership roles. He shares a powerful story about mentoring a young FFA member who went on to become a Wisconsin state officer, showing how meaningful it can be to help others grow into their potential.
The episode closes with a reflection on leadership, service, and purpose. Craig explains that whether he is leading people at SMA, mentoring students, or supporting customers, his goal remains the same: helping people grow. Throughout the conversation, there is a strong focus on agriculture, relationships, service, faith, leadership, and the belief that business works best when people are genuinely committed to helping one another succeed.

In this episode of The Germinate Podcast, Joe Sampson sits down with Kyle Bennett for an in-depth conversation about agricultural innovation, spray efficiency, dealer relationships, and why the future of farming may depend less on increasing yields and more on optimizing every input. What begins as a discussion about new technology quickly evolves into a broader conversation about sustainability, profitability, trust, and the changing economics of modern agriculture.Kyle shares his journey through the agricultural equipment industry, from working at a John Deere dealership and in irrigation to spending nearly a decade building dealer networks before joining MagrowTec. After years of working with traditional agricultural equipment, he explains why he was drawn to a company focused on solving one of farming’s biggest hidden challenges: spray waste. For Kyle, the opportunity wasn’t simply about joining another ag technology company—it was about becoming part of a solution that could improve both farm profitability and environmental stewardship.Joe and Kyle spend significant time discussing the current state of agriculture and why many farmers are facing a different set of challenges than previous generations. With tighter margins, rising input costs, labor shortages, volatile commodity prices, and increasing environmental scrutiny, both agree that simply chasing higher yields is no longer enough. Instead, they believe the industry is shifting toward maximizing return on investment by improving efficiency across every acre.The conversation centers around spray application and the surprising amount of product that never reaches its intended target. Kyle explains how MagrowTec’s technology conditions the spray solution to create a more consistent droplet size, reducing drift while improving coverage and retention on the plant. Unlike many precision agriculture technologies that rely on complex electronics or software, MagrowTec’s system operates through a simple passive design, allowing growers to improve application performance without adding operational complexity.Another major theme throughout the episode is data and measuring return on investment. Kyle emphasizes that technology only creates value when farmers establish clear baselines, track input costs, and measure results over time. Joe and Kyle discuss how today’s growers have access to more operational data than ever before, but success depends on knowing which metrics truly matter and using that information to make better business decisions.The discussion also explores the importance of dealer relationships and trust within agriculture. Kyle explains that successful technologies are not built solely through innovation but through strong partnerships with dealers who understand their customers and provide ongoing support. Both Joe and Kyle agree that while artificial intelligence and precision agriculture continue to transform farming, business remains deeply rooted in relationships. Farmers continue to rely on trusted advisors who consistently show up, provide honest guidance, and stand behind the products they recommend.The episode closes with a broader reflection on simplicity in both business and technology. Kyle shares that one of the biggest reasons he joined MagrowTec was its straightforward approach to solving a meaningful problem without adding unnecessary complexity. Throughout the conversation, there is a strong focus on innovation, efficiency, trust, sustainability, and the belief that some of the most impactful advancements in agriculture are often the simplest ones.

In this episode of The Germinate Podcast, Joe Sampson welcomes back longtime friend and Justin Brown for a candid conversation about leadership, personal growth, family, loss, and the impact we leave on others. What begins as a discussion about entrepreneurship and busy calendars quickly evolves into a much deeper reflection on purpose, perspective, and the responsibility that comes with leading both at work and at home.
Justin shares how his upbringing as an only child of divorced parents shaped his outlook on life and leadership. Growing up in a household where financial challenges were openly discussed at a young age, he learned responsibility early and developed a deep appreciation for hard work, resilience, and showing up for others. Those experiences became the foundation for the leadership philosophy he carries today.
Joe and Justin spend significant time discussing what leadership truly means. While many people associate leadership with titles, authority, or business success, Justin explains that leadership is ultimately about helping other people succeed. Whether through coaching youth sports, mentoring employees, or supporting friends and family, he believes the greatest reward comes from putting others in a position to grow and thrive.
The conversation also explores the challenge many leaders face as they grow professionally: learning to let go. Justin reflects on the early years of owning and leading a business when success often meant working harder, longer, and being involved in every decision. Over time, he realized that true leadership requires trust, delegation, and empowering others to take ownership. Joe and Justin discuss how holding onto too much control can unintentionally limit creativity, growth, and opportunity for the people around you.
Another major theme throughout the episode is perspective. Justin shares the story of losing his mother after her long battle with Parkinson’s disease and how that experience changed the way he views stress, priorities, and everyday challenges. He explains that difficult life events have a unique way of reshaping what truly matters and often provide clarity that cannot be found any other way. The conversation touches on gratitude, faith, and the importance of being intentional about how we spend our time.
Joe and Justin also discuss the changing seasons of life, from raising children and managing busy schedules to watching those same children grow more independent. They reflect on the transition from constantly being in motion to suddenly finding moments of stillness, and what it means to remain purposeful during those changes. The discussion highlights the balance between staying productive and making room for reflection, relationships, and personal growth.
The conversation closes with a powerful reflection on legacy and the impact individuals have on those around them. Joe shares the inspiration behind his upcoming book, The Wake, while Justin reinforces the idea that leadership is less about personal achievement and more about the positive influence we leave behind. Throughout the episode, there is a strong focus on mentorship, humility, service, personal responsibility, and the belief that the greatest leaders are those who help others become successful long after they are gone.

In this episode of The Germinate Podcast, Joe Sampson sits down with Mikayla Mooney for a conversation about entrepreneurship, innovation, venture capital, and the future of agricultural technology. What begins as a discussion about Mikayla’s startup journey quickly evolves into a broader conversation about problem-solving, customer obsession, startup ecosystems, and what it takes to build successful companies in the Midwest.
Mikayla shares the story of launching her first company, KinoSol, while still a student at Iowa State University. Inspired by a passion for agriculture, food security, and global development, she and her co-founders developed a solar-powered food dehydration system designed to help farmers in developing regions reduce food waste and extend the shelf life of nutrient-rich crops. What started as a student competition project eventually grew into a company that served farmers around the world.
The conversation explores the realities of building a startup at a young age and the unique advantages students often have when pursuing entrepreneurship. Mikayla explains how access to mentors, university resources, industry connections, and a willingness to learn created opportunities that helped accelerate the company’s growth. She emphasizes that even when startups do not succeed exactly as planned, the lessons learned through the process often become invaluable for future careers and ventures.
Joe and Mikayla spend significant time discussing the importance of solving real problems rather than simply building businesses. Throughout her entrepreneurial journey, Mikayla remained focused on understanding customer needs and creating solutions that delivered meaningful value. She explains that the most successful founders are often the ones who remain deeply connected to the people they serve and continuously seek feedback from customers.
Another major theme throughout the episode is venture capital and startup investing. After winding down U.S. operations at KinoSol during the COVID-19 pandemic, Mikayla transitioned into venture investing, first with ISA Ventures and later with Ag Startup Engine. She shares how her experience as a founder shaped the way she evaluates startups today and why empathy, transparency, and founder support remain critical components of successful investing.
The discussion also highlights the strength of entrepreneurship throughout the Midwest. Mikayla challenges the perception that innovation only happens in places like Silicon Valley and explains why Iowa and the broader Midwest continue to produce impactful startups. She argues that many Midwestern founders benefit from strong work ethics, capital efficiency, deep industry expertise, and close relationships with customers, all of which can contribute to long-term success.
Artificial intelligence and emerging technologies also play a role in the conversation as Joe and Mikayla discuss how founders are increasingly using AI tools to accelerate product development, improve operations, and reduce costs. While both acknowledge the transformative impact of AI, they agree that customer relationships, trust, and human connection will remain essential regardless of technological advances.
The episode closes with a discussion about the qualities that make successful founders. Mikayla explains that the entrepreneurs who stand out are often those who are deeply committed to solving meaningful problems, remain transparent when challenges arise, and stay relentlessly focused on serving their customers. Throughout the conversation, there is a strong focus on innovation, purpose, humility, resilience, and the belief that great companies are built by founders who genuinely care about the people they serve.

In this episode of The Germinate Podcast, Joe Sampson sits down with Jared Gibson for a conversation about personal branding, social media, sales, leadership, and the rapidly evolving relationship between technology and trust. What begins as a discussion about content creation quickly becomes a broader conversation about authenticity, human connection, and why people still buy from people in an increasingly digital world.
Jared shares the story behind Outworks and explains why he believes today’s buyers want more than polished marketing campaigns and corporate messaging. Instead, they want access to the people behind the business — the founders, executives, and leaders responsible for building the company. As traditional marketing continues to lose effectiveness, Jared argues that trust is increasingly built through personal visibility and authentic communication.
The conversation explores how social media has evolved over the last decade and why platforms like LinkedIn have become powerful tools for executives and business leaders. Jared explains that many companies still operate with outdated marketing playbooks that prioritize corporate messaging over human connection. Meanwhile, the leaders who are willing to share their experiences, perspectives, and personalities are creating stronger relationships with customers long before a sales conversation ever begins.
Joe and Jared discuss the challenges many professionals face when it comes to putting themselves online. For many executives, creating content feels uncomfortable, vulnerable, or even unnecessary. Jared explains that one of the biggest obstacles is consistency. Most people experiment with content creation for a short period before giving up, never allowing enough time to build trust, credibility, or an audience. Through Outworks, his team helps leaders develop a long-term content strategy that highlights their expertise, personal stories, industry opinions, and passions outside of work.
Another major theme throughout the episode is authenticity. Jared explains that some of the most engaging content often has little to do with business itself. Whether it is coaching youth sports, spending time with family, or pursuing unique hobbies, these personal moments help humanize leaders and make them more relatable. Joe reflects on the importance of storytelling and why people connect more deeply with individuals than they do with logos or marketing campaigns.
Artificial intelligence also plays a significant role in the discussion. Jared shares how AI is transforming content creation, research, and marketing workflows while helping businesses operate more efficiently. At the same time, both Joe and Jared agree that technology cannot replace genuine human experiences, personal stories, and authentic relationships. As AI-generated content becomes more common, the ability to communicate real experiences and build trust may become even more valuable.
The episode closes with a broader conversation about the future of business and communication. Joe and Jared discuss how social media, content creation, and personal branding are changing the way companies attract customers, recruit talent, and build relationships. Throughout the discussion, there is a strong focus on authenticity, consistency, storytelling, and the idea that while technology continues to evolve, trust remains the foundation of every meaningful business relationship.