The power of narrative: Learn at the Irrigation Show

At the upcoming session, “Storytelling in Irrigation: Lessons from Industry Leaders,” the stories of some of the top voices in the irrigation sector will be shared on how compelling narratives can elevate brands, build industry relationships and promote progress. Scheduled for Nov. 7, from 1 p.m.-1:20 p.m. in the Innovation Hub at the 2024 Irrigation Show and Education Week, the session will focus on the role of storytelling in tackling today’s water management challenges. 

The presentation will draw from insights featured on the “Water We Talking About” podcast, which brought together leading figures from across the industry: 

• Dan Keppen, executive director, Family Farm Alliance 

• John Farner, executive director, Babbitt Center for Land and Water Policy 

• Richard Restuccia, senior vice president, Husqvarna Group 

• Cassie Toves, irrigation designer, AvidWater 

• Mike Wade, executive director, California Farm Water Coalition 

• Doug Larson, president, ag Water Chemical 

• Chris Peacock, CEO and founder, Aquaoso Technologies 

Presenter Jim Lauria, an industry veteran and vice president of sales and marketing at Mazzei, will break down key lessons from these thought leaders, focusing on how data-driven storytelling can resonate with diverse audiences, address stakeholder concerns, and maximize impact across platforms. 

“The goal is to show how storytelling can communicate complex issues in a way that’s both impactful and relatable,” says Lauria. “A rising tide lifts all boats, and by collaborating and sharing our stories, we can move the irrigation industry forward together.” 

Attendees will gain practical strategies to repurpose content and find opportunities for collaboration within the industry. Lauria will also emphasize the importance of active involvement in trade associations and how that engagement can amplify a company’s message and influence. 

Key takeaways from the session include: 

• How to use data-driven storytelling to enhance your brand. 

• Engaging multiple stakeholders by appealing to both their minds and their emotions. 

• Repurposing content to connect with your target audience across different platforms. 

• Finding the right collaborators to amplify your message. 

• The benefits of active membership in trade associations for both your company and the broader industry.