In the last column, we talked about how valuable and important it is to have vision in our businesses. I want you to know that, in my opinion, vision is even more important outside of business. In agriculture, especially, business and life are tightly intertwined. We do not clock out at the end of the day and leave work behind; our work is woven into our homes, our relationships and our identity. That reality makes vision not just a strategic tool but a deeply personal one.
Many agricultural businesses are family owned and operated, which can be both a tremendous blessing and, at times, a source of real tension. If your family business is anything like ours, the line between business and family can become blurry and complicated. Conversations about money, time, roles and responsibility do not stay neatly contained in an office. They often follow us to the dinner table, into the pickup and sometimes into the most sensitive areas of our relationships.
That leads to a difficult but essential question: What is more important, the family or the business? It can be hard to answer and even harder for everyone involved to agree on. This becomes especially complex when spouses or other family members are part of the family system but not actively engaged in the day-to-day operations of the farm.
Some people avoid this discussion because it feels uncomfortable. Others might say it does not matter which is more important. In reality, the answer shapes countless decisions. If profitability is the highest priority, it may seem logical for every family member to work extremely long hours to reduce labor costs and increase margins. While that approach might strengthen the balance sheet, it may slowly erode the family itself.
Vacations may feel unnecessary. Investments in homes, personal growth or experiences away from the farm may be viewed as distractions. Resources become focused almost exclusively on business expansion. Over time, the farm grows, but relationships may quietly shrink.
I understand that if a farm is not run as a business, it will not remain sustainable. A good friend and consultant of ours, Gordie Jones, often says, “A farm run as a business is a great way of life, but a farm run as a way of life is a poor business.” I agree with that statement. Professional management matters. Profitability matters. Stewardship matters.
But here is another question: If you had to choose only one, which would you keep, your farm or your family? Or perhaps a better question is this: Which one is meant to serve the other?
Pam and I spent many honest, sometimes uncomfortable, hours discussing this very issue. Eventually, we came to the clear conclusion that our family was most important. That decision did not mean we would operate an unprofessional or unprofitable business. It meant that business success would not come at the expense of our relationships. The farm would support our family, not replace it.
This is where vision becomes powerful. Vision allows us to create a picture of what we want life to look like, not just what it currently is. Most producers already have a picture of what a successful business looks like. We can describe production goals, financial targets, expansion plans and operational improvements. But have you created a clear picture of what a successful family looks like to you?
In my opinion, strong families and meaningful relationships require as much intentional design as a successful farm operation. Part of that work begins by creating a picture of what success looks like, independent of past patterns or current challenges. We do not have to allow history to dictate the future.
Pam and I spent many hours early in our marriage crafting a family mission statement. At the time, it felt unusual. We were imagining and describing a family culture that did not yet exist. Some of our children had not even been born. Still, we chose to define what we wanted our family to stand for, how we wanted to treat one another and what values would guide our decisions.
That is why vision can feel uncomfortable. It requires us to believe in something we cannot yet see. However, once we create a clear picture and truly believe it is possible, something remarkable begins to happen. We start making small, consistent decisions that move us in that direction. This is not wishful thinking; it aligns with how our minds work. When we define a goal clearly, our actions gradually align with it.
After more than three decades of practicing this intentionally, I can say with confidence that vision shapes outcomes. I encourage you to set aside time to develop a vision for your family. Involve everyone in the conversation. Shared ownership creates shared commitment and builds a foundation that can last for generations.
While you are at it, consider creating a vision for your marriage. Few couples invest intentional time defining what they want their relationship to become. Yet, just like any successful organization, healthy marriages thrive on clarity, communication and shared purpose.
All successful leaders understand the power of vision. You are the leader of your family and your marriage. The question is not whether vision matters. The question is whether you will choose to use it.
