How can you tilt the risk/reward tradeoff of early adoption in your favor? With the right information and a longer-term time horizon.

That's what works for one early adopter: Frank Hopkins, a 40-year-old diversified grower and livestock producer near Gilson, IL. A strategic thinker, the 2,700-acre Knox County corn and bean grower lays the groundwork for a successful operation 20 years from now. “If we grow, I keep thinking what I can do to make us the most efficient.”

When he read seed companies' forecasts about 300-bu. corn yields in the future, Hopkins asked himself what that meant for his operation. His conclusions:

Some things do not merit investment, like semis. “I don't own a semi like most of my neighbors do, because it's not feasible,” he says. “My ground is all within five to 10 miles of home, so that's one expense I can forego. It won't pencil out until we have 3,000 acres of corn and 25% of it is at least 10 miles away.”

Jeff Appel, Russell Consulting, Hopkins' risk-management consultant, says that “Frank is not afraid of change, and he always has his finger on the pulse of what's new. He uses information networks to see what works for others.”

FRANK HOPKINS AT A GLANCE

Those networks include local farmers, college connections, Russell Consulting Associate Jeff Appel, Farm Business Farm Management field staff and sometimes just a phone call to someone who's tried something new.

Hopkins takes his profession seriously, Appel adds. “The key is to follow through on these ideas,”he says. “I know a lot of guys who think about the tactics but don't execute them. Frank has job descriptions, goal sheets and performance reviews for his employees to leverage his ideas and follow-through.”

This year each farm employee will have an annual performance review where they'll discuss goals for the year ahead.

One of these employees, Kevin Carlson, was instrumental in bringing prescription planting to light this year. He did a balancing act between fieldwork and computer work so the farm could benefit from the technology.

Each employee specializes in part of the operation to provide Hopkins “time to think and work on high-priority items,” he says. “My limiting resource is time. My wife works full-time off the farm and we have three children (including twins). I focus on what makes me the most money down the road. I ask myself what's the next big decision that needs to be made.”

In categorizing farmers' individual adoption styles, Russell Consulting's Appel says, “Frank's usually the second person to adopt an appropriate new practice, after he sees it work for the first person. Frank does his research to be sure something will work for him.”

Hopkins has shifted his priorities over the years. “Ten years ago if I allocated 25% of my time each to my hogs, cattle, corn and beans, it penciled out. But now the return has shifted toward the row crops.

“If we don't do something exactly right on cattle it won't kill us, but one mistake on the corn side could cost $20,000 simply by not having a hybrid in the right place, or not fixing tile. At 240-bu. corn, you make a mistake and there goes $30-50/acre in a heartbeat.”

“Whether they like it or not, American farmers' business is changing,” says Jeff Appel, risk-management consultant with Russell Consulting, Normal, IL. He advises Frank Hopkins along with other Illinois and Indiana farmers on staying competitive. “Those who identify these changes early, along with their impact, have the greatest chance of succeeding.

“One comment I often hear is, ‘How can so-and-so afford that high a cash rent?’ Some farmers use better marketing strategies, others better and more efficient production strategies; others do a better job of figuring out which new technologies work best and, finally, the best farmers do all the above. This is not easy and requires considerable research and planning on their part.

“Working with multiple growers, I can assure you no two farms are alike, and no two farms have the same breakeven,” Appel says. “You would be surprised to see some of the differences.

“As a business owner you have the right to choose whether or not you adopt new technologies on your farm. These technologies might include new hybrids and varieties, precision-ag equipment, data management and decision-making tools, marketing strategies or low-cost tillage systems.

“The choice you don't have is whether your neighbor will adopt them. Keep in mind that if your neighbor does choose to use new technology and is successful, your burden to compete just became tougher,” he says.