Several years ago, I had someone who was good at these things who challenged me to articulate thoughts using the above questions as markers. For the AgRubicon concept, it is an easy discussion.
AgRubicon is the startup effort of Joe Kerns, a 40-year participant in our agriculture markets. If you wish for a more detailed account of the path that led to this point, please email me at jkerns@agrubicon.com and I will provide more color.