Martha Montoya is the Founder and Chief Executive Officer at Agtools Inc., a game changing, dynamic, analytic data service that delivers business-critical access to accurate, real-time, market intelligence for over 500 specialty crops and growing.

In this episode, KJ and Martha discuss the unique challenges farmers face, including market volatility and strategic crop planning. Martha explains how AgTools harnesses dynamic analytic data to aid decision-making, pushing for efficiency and sustainability in the agricultural supply chain.



Key Takeaways:

02:54 Understanding the Farmer's Perspective

05:16 Challenges in the Agricultural Supply Chain

07:35 The Role of AgTech in Modern Farming

11:44 The Impact of Consumer Demand

24:31 Revolutionizing Agriculture with Data

28:12 Future of Farming and AgTech



Quote of the Show (18:00):

“You can have all the technology in the world, but if you don't understand the human being making the changes on that farm, it's like hitting a wall." - Martha Montoya



Join our Anti-PR newsletter where we’re keeping a watchful and clever eye on PR trends, PR fails, and interesting news in tech so you don't have to. You're welcome.



Want PR that actually matters? Get 30 minutes of expert advice in a fast-paced, zero-nonsense session from Karla Jo Helms, a veteran Crisis PR and Anti-PR Strategist who knows how to tell your story in the best possible light and get the exposure you need to disrupt your industry. Click here to book your call: https://info.jotopr.com/free-anti-pr-eval



Ways to connect with Martha Montoya:



LinkedIn: https://www.linkedin.com/in/martha-montoya-483908/

Company Website: http://www.ag.tools

Company LinkedIn: https://www.linkedin.com/company/agtools/



How to get more Disruption/Interruption: 

Amazon Music - https://music.amazon.com/podcasts/eccda84d-4d5b-4c52-ba54-7fd8af3cbe87/disruption-interruption

Apple Podcast - https://podcasts.apple.com/us/podcast/disruption-interruption/id1581985755

Spotify - https://open.spotify.com/show/6yGSwcSp8J354awJkCmJlD

Martha Montoya is the Founder and Chief Executive Officer at Agtools Inc., a game changing, dynamic, analytic data service that delivers business-critical access to accurate, real-time, market intelligence for over 500 specialty crops and growing.
In this episode, KJ and Martha discuss the unique challenges farmers face, including market volatility and strategic crop planning. Martha explains how AgTools harnesses dynamic analytic data to aid decision-making, pushing for efficiency and sustainability in the agricultural supply chain.
 
Key Takeaways:
02:54 Understanding the Farmer's Perspective
05:16 Challenges in the Agricultural Supply Chain
07:35 The Role of AgTech in Modern Farming
11:44 The Impact of Consumer Demand
24:31 Revolutionizing Agriculture with Data
28:12 Future of Farming and AgTech
 
Quote of the Show (18:00):
“You can have all the technology in the world, but if you don't understand the human being making the changes on that farm, it's like hitting a wall." - Martha Montoya
 
Join our Anti-PR newsletter where we’re keeping a watchful and clever eye on PR trends, PR fails, and interesting news in tech so you don't have to. You're welcome.
 
Want PR that actually matters? Get 30 minutes of expert advice in a fast-paced, zero-nonsense session from Karla Jo Helms, a veteran Crisis PR and Anti-PR Strategist who knows how to tell your story in the best possible light and get the exposure you need to disrupt your industry. Click here to book your call: <a href="https://info.jotopr.com/free-anti-pr-eval">https://info.jotopr.com/free-anti-pr-eval</a>
 
Ways to connect with Martha Montoya:
 
LinkedIn: <a href="https://www.linkedin.com/in/martha-montoya-483908/">https://www.linkedin.com/in/martha-montoya-483908/</a> 
Company Website: <a href="http://www.ag.tools">http://www.ag.tools</a>    
Company LinkedIn: <a href="https://www.linkedin.com/company/agtools/">https://www.linkedin.com/company/agtools/</a>     
 
How to get more Disruption/Interruption: 
Amazon Music - <a href="https://music.amazon.com/podcasts/eccda84d-4d5b-4c52-ba54-7fd8af3cbe87/disruption-interruption">https://music.amazon.com/podcasts/eccda84d-4d5b-4c52-ba54-7fd8af3cbe87/disruption-interruption</a>
Apple Podcast - <a href="https://podcasts.apple.com/us/podcast/disruption-interruption/id1581985755">https://podcasts.apple.com/us/podcast/disruption-interruption/id1581985755</a>
Spotify - <a href="https://open.spotify.com/show/6yGSwcSp8J354awJkCmJlD">https://open.spotify.com/show/6yGSwcSp8J354awJkCmJlD</a>

When did you say ”THAT’S IT! I’VE HAD IT!”? Time to Disrupt and Interrupt with host Karla Jo. Every week KJ interviews professionals who are disrupting their industries and altering economic networks that have been antiquated with bull-headed predecessors holding up the progress.

KJ delves into uncovering more from industry rebels and innovators that you didn’t know you needed in your life.

Disruption / Interruption

Disrupting the Global Agriculture Supply Chain, with Martha Montoya of Agtools

Brian Kolbusz, founder of BKAI, joins host KJ to unpack why so many AI initiatives fall apart long before the technology becomes the issue. Drawing on years as an IT executive at large corporations, he explains decision architecture and why every AI initiative should map back to a corporate objective, and every objective back to the company’s mission. The conversation covers why nearly 80% of AI initiatives miss their ROI, how pilots built for best-case conditions break at scale, and why AI has to be treated as a people initiative led by the frontline employees who know the work. Kolbusz also shares the 60/40 split he uses to balance customer-facing and internal goals, and how a behavioral health clinic kept patient satisfaction high by giving its AI the voice of a retiring receptionist.

 

Key Takeaways:

6:33 — What does skipping the mission cost a business when it buys AI?

10:16 — How can an AI pilot look beautiful and still fail at scale?

14:27 — Who knows where AI should be applied first?

22:29 — When does a failed AI initiative still count as a win?

 

Quote of the Show (13:47):

“AI is not an IT initiative. AI is a people initiative.” — Brian Kolbusz

 

Join our Anti-PR newsletter where we’re keeping a watchful and clever eye on PR trends, PR fails, and interesting news in tech so you don't have to. You're welcome.

 

Want PR that actually matters? Get 30 minutes of expert advice in a fast-paced, zero-nonsense session from Karla Jo Helms, a veteran Crisis PR and Anti-PR Strategist who knows how to tell your story in the best possible light and get the exposure you need to disrupt your industry. Click here to book your call: https://info.jotopr.com/free-anti-pr-eval

 

Ways to connect with Brian Kolbusz:

LinkedIn: https://www.linkedin.com/in/bkolbusz/

Company Website: https://bkai.io

 

How to get more Disruption/Interruption:

Amazon Music - https://music.amazon.com/podcasts/eccda84d-4d5b-4c52-ba54-7fd8af3cbe87/disruption-interruption

Apple Podcast - https://podcasts.apple.com/us/podcast/disruption-interruption/id1581985755

Spotify - https://open.spotify.com/show/6yGSwcSp8J354awJkCmJlD

YouTube: https://www.youtube.com/results?search_query=disruption+%2F+interuuption

Brian Kolbusz, founder of BKAI, joins host KJ to unpack why so many AI initiatives fall apart long before the technology becomes the issue. Drawing on years as an IT executive at large corporations, he explains decision architecture and why every AI initiative should map back to a corporate objective, and every objective back to the company&rsquo;s mission. The conversation covers why nearly 80% of AI initiatives miss their ROI, how pilots built for best-case conditions break at scale, and why AI has to be treated as a people initiative led by the frontline employees who know the work. Kolbusz also shares the 60/40 split he uses to balance customer-facing and internal goals, and how a behavioral health clinic kept patient satisfaction high by giving its AI the voice of a retiring receptionist.
&nbsp;
Key Takeaways:
6:33 &mdash; What does skipping the mission cost a business when it buys AI?
10:16 &mdash; How can an AI pilot look beautiful and still fail at scale?
14:27 &mdash; Who knows where AI should be applied first?
22:29 &mdash; When does a failed AI initiative still count as a win?
&nbsp;
Quote of the Show (13:47):
&ldquo;AI is not an IT initiative. AI is a people initiative.&rdquo; &mdash; Brian Kolbusz
&nbsp;
Join our Anti-PR newsletter where we&rsquo;re keeping a watchful and clever eye on PR trends, PR fails, and interesting news in tech so you don't have to. You're welcome.
&nbsp;
Want PR that actually matters? Get 30 minutes of expert advice in a fast-paced, zero-nonsense session from Karla Jo Helms, a veteran Crisis PR and Anti-PR Strategist who knows how to tell your story in the best possible light and get the exposure you need to disrupt your industry. Click here to book your call: <a href="https://info.jotopr.com/free-anti-pr-eval">https://info.jotopr.com/free-anti-pr-eval</a>
&nbsp;
Ways to connect with Brian Kolbusz:
LinkedIn: <a href="https://www.linkedin.com/in/bkolbusz/">https://www.linkedin.com/in/bkolbusz/</a>
Company Website: <a href="https://bkai.io">https://bkai.io</a>
&nbsp;
How to get more Disruption/Interruption:
Amazon Music - <a href="https://music.amazon.com/podcasts/eccda84d-4d5b-4c52-ba54-7fd8af3cbe87/disruption-interruption">https://music.amazon.com/podcasts/eccda84d-4d5b-4c52-ba54-7fd8af3cbe87/disruption-interruption</a>
Apple Podcast - <a href="https://podcasts.apple.com/us/podcast/disruption-interruption/id1581985755">https://podcasts.apple.com/us/podcast/disruption-interruption/id1581985755</a>
Spotify - <a href="https://open.spotify.com/show/6yGSwcSp8J354awJkCmJlD">https://open.spotify.com/show/6yGSwcSp8J354awJkCmJlD</a>
YouTube: <a href="https://www.youtube.com/results?search_query=disruption+/+interuuption">https://www.youtube.com/results?search_query=disruption+%2F+interuuption</a>

Disrupting AI Failure: Why the Technology Isn’t the Problem with Brian Kolbusz

Mary Guzman, CEO of Crown Jewel® Insurance, the world's first trade secret insurer, joins host KJ to expose one of the most overlooked assets inside a business. She explains how trade secrets differ from patents, trademarks, and copyrights, and why they now hold an estimated five times the value of patents in the US. The conversation covers why the cyber insurance market has steered clear of intellectual property, how Crown Jewel pre-agrees on what qualifies as a trade secret and puts a value on it before a loss happens, and what that means when key engineers walk out the door with a company's innovation. Guzman also makes the case that founders, CFOs, and investors are sitting on off-balance sheet assets that could reshape how companies get valued, insured, and funded.

Key Takeaways:

4:23 — When should a company patent an idea, and when should it keep it secret?

8:19 — How did trade secrets come to hold five times the value of patents?

18:15 — What happens when a company suspects its trade secrets walked out the door?

27:30 — Who should care most about an asset that never shows up on the balance sheet?

Quote of the Show (28:38):

"All of a sudden you have an off-balance sheet asset that was right under your nose the whole time that's worth $60 million." — Mary Guzman

Join our Anti-PR newsletter where we’re keeping a watchful and clever eye on PR trends, PR fails, and interesting news in tech so you don't have to. You're welcome.

Want PR that actually matters? Get 30 minutes of expert advice in a fast-paced, zero-nonsense session from Karla Jo Helms, a veteran Crisis PR and Anti-PR Strategist who knows how to tell your story in the best possible light and get the exposure you need to disrupt your industry. Click here to book your call: https://info.jotopr.com/free-anti-pr-eval

Ways to connect with Mary Guzman:

LinkedIn: https://www.linkedin.com/in/mary-guzman-49183b29

Company Website: https://crownjewelinsurance.com

How to get more Disruption/Interruption:

Amazon Music - https://music.amazon.com/podcasts/eccda84d-4d5b-4c52-ba54-7fd8af3cbe87/disruption-interruption

Apple Podcast - https://podcasts.apple.com/us/podcast/disruption-interruption/id1581985755

Spotify - https://open.spotify.com/show/6yGSwcSp8J354awJkCmJlD

YouTube: https://www.youtube.com/results?search_query=disruption+%2F+interuuption

Mary Guzman, CEO of Crown Jewel&reg; Insurance, the world's first trade secret insurer, joins host KJ to expose one of the most overlooked assets inside a business. She explains how trade secrets differ from patents, trademarks, and copyrights, and why they now hold an estimated five times the value of patents in the US. The conversation covers why the cyber insurance market has steered clear of intellectual property, how Crown Jewel pre-agrees on what qualifies as a trade secret and puts a value on it before a loss happens, and what that means when key engineers walk out the door with a company's innovation. Guzman also makes the case that founders, CFOs, and investors are sitting on off-balance sheet assets that could reshape how companies get valued, insured, and funded.
Key Takeaways:
4:23 &mdash; When should a company patent an idea, and when should it keep it secret?
8:19 &mdash; How did trade secrets come to hold five times the value of patents?
18:15 &mdash; What happens when a company suspects its trade secrets walked out the door?
27:30 &mdash; Who should care most about an asset that never shows up on the balance sheet?
Quote of the Show (28:38):
"All of a sudden you have an off-balance sheet asset that was right under your nose the whole time that's worth $60 million." &mdash; Mary Guzman
Join our Anti-PR newsletter where we&rsquo;re keeping a watchful and clever eye on PR trends, PR fails, and interesting news in tech so you don't have to. You're welcome.
Want PR that actually matters? Get 30 minutes of expert advice in a fast-paced, zero-nonsense session from Karla Jo Helms, a veteran Crisis PR and Anti-PR Strategist who knows how to tell your story in the best possible light and get the exposure you need to disrupt your industry. Click here to book your call: <a href="https://info.jotopr.com/free-anti-pr-eval">https://info.jotopr.com/free-anti-pr-eval</a>
Ways to connect with Mary Guzman:
LinkedIn: <a href="https://www.linkedin.com/in/mary-guzman-49183b29">https://www.linkedin.com/in/mary-guzman-49183b29</a>
Company Website: <a href="https://crownjewelinsurance.com">https://crownjewelinsurance.com</a>
How to get more Disruption/Interruption:
Amazon Music - <a href="https://music.amazon.com/podcasts/eccda84d-4d5b-4c52-ba54-7fd8af3cbe87/disruption-interruption">https://music.amazon.com/podcasts/eccda84d-4d5b-4c52-ba54-7fd8af3cbe87/disruption-interruption</a>
Apple Podcast - <a href="https://podcasts.apple.com/us/podcast/disruption-interruption/id1581985755">https://podcasts.apple.com/us/podcast/disruption-interruption/id1581985755</a>
Spotify - <a href="https://open.spotify.com/show/6yGSwcSp8J354awJkCmJlD">https://open.spotify.com/show/6yGSwcSp8J354awJkCmJlD</a>
YouTube: <a href="https://www.youtube.com/results?search_query=disruption+%2F+interuuption">https://www.youtube.com/results?search_query=disruption+%2F+interuuption</a>

Disrupting the Billion-Dollar Secret: Why Your Most Valuable Asset Isn’t on the Balance Sheet with Mary Guzman

Michael Schreiber, venture partner at SeventySix Capital and founder of PlayFly Sports, joins host KJ to break down how college athletics is being rewritten from the inside out. He identifies three forces flipping the industry: a massive commercial gap between college and pro sports revenues, rule changes around transfers and athlete compensation through NIL, and a facilities arms race that demands new capital. The conversation covers how early-adopter schools leveraged NIL to punch above their weight, the technology transforming both on-court performance and the business of sports, and why bipartisan legislation is racing to bring guardrails to a chaotic marketplace. Schreiber also shares his perspective on why sports fandom is one of the few things people carry from childhood to the end of life, making sports a forever industry worth investing in.

 

 

Key Takeaways:
4:52 — What makes college sports bigger than most people realize?
8:00 — How wide is the commercial gap between college and pro sports?
9:23 — When did the rules around college athlete compensation finally change?
19:17  – Who were the early adopters capitalizing on the new college sports landscape?

 

Quote of the Show (36:03):
"If anybody's looking to get into an industry or looking to invest in an industry, invest in sports. It's forever." — Michael Schreiber

 

Join our Anti-PR newsletter where we’re keeping a watchful and clever eye on PR trends, PR fails, and interesting news in tech so you don't have to. You're welcome.

 

Want PR that actually matters? Get 30 minutes of expert advice in a fast-paced, zero-nonsense session from Karla Jo Helms, a veteran Crisis PR and Anti-PR Strategist who knows how to tell your story in the best possible light and get the exposure you need to disrupt your industry. Click here to book your call: https://info.jotopr.com/free-anti-pr-eval

 

Ways to connect with Michael Schreiber:
LinkedIn:http://www.linkedin.com/in/michael-schreiber-4b262a1

Company Website: https://www.seventysixcapital.com/

 

How to get more Disruption/Interruption: 

Amazon Music - https://music.amazon.com/podcasts/eccda84d-4d5b-4c52-ba54-7fd8af3cbe87/disruption-interruption

Apple Podcast - https://podcasts.apple.com/us/podcast/disruption-interruption/id1581985755

Spotify - https://open.spotify.com/show/6yGSwcSp8J354awJkCmJlD

YouTube: https://www.youtube.com/results?search_query=disruption+%2F+interuuption

Michael Schreiber, venture partner at SeventySix Capital and founder of PlayFly Sports, joins host KJ to break down how college athletics is being rewritten from the inside out. He identifies three forces flipping the industry: a massive commercial gap between college and pro sports revenues, rule changes around transfers and athlete compensation through NIL, and a facilities arms race that demands new capital. The conversation covers how early-adopter schools leveraged NIL to punch above their weight, the technology transforming both on-court performance and the business of sports, and why bipartisan legislation is racing to bring guardrails to a chaotic marketplace. Schreiber also shares his perspective on why sports fandom is one of the few things people carry from childhood to the end of life, making sports a forever industry worth investing in.
&nbsp;
&nbsp;
Key Takeaways:
<ul>
<li>4:52 &mdash; What makes college sports bigger than most people realize?</li>
<li>8:00 &mdash; How wide is the commercial gap between college and pro sports?</li>
<li>9:23 &mdash; When did the rules around college athlete compensation finally change?</li>
<li>19:17 &nbsp;&ndash; Who were the early adopters capitalizing on the new college sports landscape?</li>
</ul>
&nbsp;
Quote of the Show (36:03): "If anybody's looking to get into an industry or looking to invest in an industry, invest in sports. It's forever." &mdash; Michael Schreiber
&nbsp;
Join our Anti-PR newsletter where we&rsquo;re keeping a watchful and clever eye on PR trends, PR fails, and interesting news in tech so you don't have to. You're welcome.
&nbsp;
Want PR that actually matters? Get 30 minutes of expert advice in a fast-paced, zero-nonsense session from Karla Jo Helms, a veteran Crisis PR and Anti-PR Strategist who knows how to tell your story in the best possible light and get the exposure you need to disrupt your industry. Click here to book your call: <a href="https://info.jotopr.com/free-anti-pr-eval">https://info.jotopr.com/free-anti-pr-eval</a>
&nbsp;
Ways to connect with Michael Schreiber: LinkedIn: <a href="http://www.linkedin.com/in/michael-schreiber-4b262a1">http://www.linkedin.com/in/michael-schreiber-4b262a1</a>
Company Website: <a href="https://www.seventysixcapital.com/">https://www.seventysixcapital.com/</a>
&nbsp;
How to get more Disruption/Interruption:&nbsp;
Amazon Music - <a href="https://music.amazon.com/podcasts/eccda84d-4d5b-4c52-ba54-7fd8af3cbe87/disruption-interruption">https://music.amazon.com/podcasts/eccda84d-4d5b-4c52-ba54-7fd8af3cbe87/disruption-interruption</a>
Apple Podcast - <a href="https://podcasts.apple.com/us/podcast/disruption-interruption/id1581985755">https://podcasts.apple.com/us/podcast/disruption-interruption/id1581985755</a>
Spotify - <a href="https://open.spotify.com/show/6yGSwcSp8J354awJkCmJlD">https://open.spotify.com/show/6yGSwcSp8J354awJkCmJlD</a>
YouTube: <a href="https://www.youtube.com/results?search_query=disruption+%2F+interuuption">https://www.youtube.com/results?search_query=disruption+%2F+interuuption</a>

Disrupting the Global Agriculture Supply Chain, with Martha Montoya of Agtools

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