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22innoVation22wherenewideasgofromcomputerdesigntothree-dimensionalmodels.ThisdeviceallowsDawntoinnovateconstantlyandbringimprovedorcompletelynewproductstomarketveryquickly.ArecentexampleistheDawn6000UniversalFertilizerApplicatorwhichhasbeendescribedintheagriculturepressasx1cthemostsophisticatedfertilizerapplicationdeviceintheworld.x1dThe6000allowsafarmertobeextremely7exibleusingasingleimplementtodeliveranyformoffertilizerwithminimalsoildisturbanceandatremarkablespeeds.x1cOurnicheisincreasinglyattheintersectionofmassive-scalefarmingenvironmentalsustainabilityandenergyreductionx1dJoeexplains.x1cThebeautyofourproductsisthatfarmerswhomightresistenvironmentalregulationwelcomeproductsthataredesignedtobesmarterandcostthemlesswhileallowingequalorbettercropyields.ImeanwhowantstobuymoredieselfuelandfertilizerWhodoesnx19twanttodriveacross6eldsattwicethespeedItx19sgreenbydesignanditmakesthefarmermoremoney.x1dReachingtheTop5-10DawnEquipmenthastraditionallyservedawidevarietyoffarmingapplications.Joerecentlyspenttwodaysonalarge-scalepoultryfarminMarylandandbothfatherandsonmaybeabletotellyoumorethanyouwanttoknowabouthogmanure.NonethelessmanyofDawnx19scustomers6tthepro6leoffarmerswhoworkatleastathousandtoasmanyas6ftythousandacreswithlocationsintheMidwestandGreatPlains.IronicallyDawnhasnothadalargemarketshareinDeKalbCounty.AsJoeexplainsx1cOurproductsenableyoutoplantunderdif6cultconditionssoithasnx19thistoricallybeenasessentialforfarmersinDeKalbCountywheretheconditionsarenearlyperfect.Butfuelandfertilizerpricesarechangingthat.x1dStillJoeunderstandsthathisbusinessmodelx1cisnx19tlikesellingiPhoneswherethereare300millionpotentialcustomers.x1dWhilecompetitorsstrivetomakeproductsascheaplyaspossiblesellasmanyaspossibleandgenerateasmuchreturnaspossibleJoesaysx1cDawnx19sgoalistoselltherightproductstotherightpeople.Partofthevalueofourbrandisthatweofferanextremelypersonallevelofsupportandsellapremiumproduct.x1dBrandloyaltyhasalwaysbeenveryimportanttoDawnwhichdirectsmuchofitsmarketingefforttowardcultivatingrelationshipswithcustomers.Joenotesx1cIfpeopleloveyourproductsthosecustomersdosomeofyourmarketingforyou.Theydemandhonestresponsivecustomerservicesomethingweunderstoodfromtheverybeginningandacorevaluewearehonoredtocarryon.Thecultureofhonestyisapowerfulthing.Thecompanyx19sgoalisforeachunittobeaccuratewithinathousandthofaninch.