Change the Lens, Change the Result

Innovation isn’t just about creating something new. It’s also about seeing what already exists through a different lens. In the field, just like in the lab, a simple shift in perspective can turn a chronic problem into an opportunity for growth.

When you look closely (with a “magnifying glass in hand”), you discover that many bottlenecks hide in the details. A clogged nozzle, low-quality packaging tape, a poorly executed turn with the tractor. Small corrections which, multiplied over time, turn into efficiency, savings, and fewer headaches.

But when you look from above (as if from an airplane), the panorama changes. Sometimes the problem isn’t in the operation — it’s in the system. A labor shortage may not be a recruitment issue, but a housing issue. A drop in sales may not be technical, but rather a communication gap with the distributor. The aerial view reveals causes that the ground view hides.

And what happens if you change the label? A sprayer stops being just a machine for applying crop protection products and becomes a liquid distribution system, opening doors to new uses and business models. Words shape thinking. Thinking shapes strategy.

Want to innovate for real?

1. Choose a recurring problem.

2. Look at it under the magnifying glass: what can be adjusted right now?

3. Look at it from above: what needs to be redesigned in the system?

4. Change the label: what could this problem become if it had another name?

Innovation begins the moment you change the lens. And progress happens when you act on what you see.