The author discusses opportunities in the agricultural industry today compared to the 1980s. Some key differences are that society is now dealing with the effects of the recent recession and recognizing environmental damage caused. Additionally, it is more difficult now to find "early adapters" who are willing to pioneer innovative practices. However, change is still demanded by society. The author argues this change represents opportunity to develop more efficient, less expensive, and environmentally friendly tools. Technological advancements now allow for a better understanding of what plants and soil need beyond just chemicals. If the industry explores the validity of these new developments, there is potential to drive progression in a positive way.