The Pattern That Stops Farmers From Adopting Change

GROWTH PILLAR: Sales & Revenue WHO THIS IS FOR: SMB owners, solopreneurs, corporate escapees, leaders building systems — and anyone selling innovation into a slow-moving market. WHAT THEY'LL GAIN: A clear-eyed look at what it actually takes to move a resistant buyer — patience, proof, hero projects, and the power of showing up in the right rooms. What happens when your technology works — but your market doesn't trust it yet? John Fielding knows that story from the inside. He's the founder of NanoBubble Control Systems, a company bringing advanced water technology to Canadian agriculture. After 40 years in high tech — semiconductors, optical components, startups, mergers and acquisitions — John launched into one of the most risk-averse markets around. The result has been a masterclass in patience, proof, and persistence. In this episode of Knack 4 Business, John breaks down what nanobubbles are, how ozone disinfection compares to chlorine, and why a chicken farmer in Canada is now seeing a 70% reduction in liver and respiratory disease in his flock. He also gets real about the harder side of commercializing new technology — skeptical farmers, cautious government agencies, and investors who don't yet understand the agricultural space. One of the most powerful moments in this conversation is simple: John's best lead didn't come from cold outreach or a marketing funnel. It came from a stranger at an investment event whose university friend happened to run one of the largest egg farms in the region. Network beats cold outreach. Every time. Topics covered in this episode: What nanobubbles are and why they stay suspended in water for monthsHow ozone disinfection works and why it outperforms chlorine by a wide marginThe trust gap in agricultural sales — and the hero project strategy for closing itWhy John stopped leading with the science and started leading with the outcomeThe real ROI conversation with farmers — and why data is everythingWhat it takes to build traction with government agencies and angel investorsWhy the cell phone adoption parallel explains everything about North American resistance to new technology Connect with John Fielding on LinkedIn or visit NanoBubble Control Systems to learn more. Sponsors supporting this episode: Join Canada Growth Network — full GHL CRM + membership community. $1 CAD first month. $47 CAD/month after. No contract, no lock-in. Try Web Indexer — the smart chatbot for the Knack 4 Business website. Find episodes faster, discover related content, and book a meeting — all from the K4B site. Listen to Property Wizard — the podcast by Gentry Learning, built to teach real estate investing with clarity and confidence. Explore Gentry Learning. Questions? Reach us at [e-mail] Join Canada Growth Network — full GHL CRM + community. $1 CAD first month. $47 CAD/month. No lock-in. Visit Knack 4 Business Subscribe wherever you listen to podcasts. Disclaimer: Please note that the Knack 4 Business podcast episodes are meant solely for educational and general informational purposes. The information and opinions contained within are not intended to be professional advice on any subject matter. The thoughts, views, and opinions expressed by the participants are their own beliefs and do not represent the views of the podcast hosts or any affiliated organizations.It is important to note that this podcast is not a replacement for consulting with certified experts in your area who possess knowledge of your unique situation. The hosts of the podcast, along with any participants or affiliated groups, do not take responsibility for any actions taken or not taken based on the information presented in this episode.It is highly recommended that individuals seek guidance from their advisors in fields such as accounting, law, or other pertinent areas prior to undertaking any actions or making decisions that may impact their financial, legal, or other aspects of life. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.