"The Addiction Economy," an article from Every, gets into the addicting nature of social media platforms primarily. It has a generally negative bent towards those, though I am going to take a slightly different angle here and apply the “addictive” nature to agriculture.
In agriculture, we emphasize utility and value. Social media doesn’t deliver true utility as much as it delivers a constant hits of dopamine. But do these things have to be mutually exclusive in agriculture? We have a lack of gamification in agriculture that could drive dopamine hits and a competitive urge to engage.
In listening to the benchmarking of anonymized data aspirations of John Deere during the company's Leaps Unlocked event, the opportunity is to go beyond and really engage farmers or agronomists in real time and proactively.