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January 08.2026

2 Minutes Read

Why Farmers Are Reassessing Technology Ownership with John Deere

John Deere Ownership Issues: Combine harvester in sunset field.

Ownership Vs. Control: The New Farming Paradigm

The modern farming landscape has been dramatically transformed by technology, as George Lieb's experience with John Deere’s X9 combine reveals. It raises an important question: when you invest heavily in machinery, do you truly own it, or are you simply leasing it without realizing it? This is becoming a common feeling among many owners of advanced equipment today. With high costs attached to repairs and restrictions on ownership, farmers find themselves at the mercy of the manufacturers they trusted.

How Digital Platforms Reshape Agriculture

Similar to companies like Uber and Airbnb, John Deere has adopted a platform model that connects farmers not only to their machinery but also incorporates data analytics to optimize operations. This digital transformation is remarkable but comes with its own challenges. Farmers now face unexpected fees and lockouts due to software issues meant to protect their investment and efficiency. Yet, this also highlights an opportunity for entrepreneurs to rethink the agility of agricultural practices by managing data-driven insights while retaining ownership and control over their tools.

Lessons for Small Business Owners

For small and medium business owners, the insights gained from Lieb's experience are profound. Avoid falling into the traps of wealthier firms relying solely on brand power. Instead, embrace digital tools that offer flexibility and ownership. Explore technology that can enhance your current systems without undermining your control over them. By doing so, you can innovate and expand while maintaining the essence of your business and your decision-making power.

Invest Wisely: The Future of Ownership

As technology advances, entrepreneurs must remain vigilant and informed. Investing in AI and digital platforms can offer tremendous benefits, as highlighted by John Deere’s evolution. However, understanding the underlying agreements and the true cost of ownership becomes paramount. Ask the right questions before making a significant purchase and seek out transparent solutions that prioritize your autonomy. The evolving landscape of agriculture serves as a template for every industry navigating the digital age—full of promise but also challenges.

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Why Farmers Are Reassessing Technology Ownership with John Deere

Ownership Vs. Control: The New Farming Paradigm

How Digital Platforms Reshape Agriculture

Lessons for Small Business Owners

Invest Wisely: The Future of Ownership

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