From Knowing to Doing

Building the kind of trust that turns good advice into action

This course addresses the gap that agricultural advisors know well: you have the knowledge, you give good advice, but farmers don't always act on it. This isn't a knowledge problem—it's a trust problem. Over 8 sessions, you'll explore why farmers make decisions based on who they trust, not just what they know. You'll learn specific, practical behaviors that build trust—from how you structure farm visits to how you follow through with documentation. The course respects your experience and focuses on what actually works in the field.

Sessions

Total Hours

Duration

8 weeks

Level

intermediate

What You'll Learn

Understand why knowledge alone doesn't change farmer behavior
Recognize how farmers calculate trust and make decisions
Build trust through three core pillars: competence, integrity, and benevolence
Conduct more effective farm visits with intentional preparation and follow-through
Use writing and documentation as tools for building advisor credibility
Leverage voice capture technology to improve farm visit documentation
Create preparation systems that demonstrate care and competence
Establish sustainable habits that support long-term trust building