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I didn’t set out to become a founder. But after eight years in research and strategy, and one pivotal turning point, I knew it was time to do things differently. Here’s the story behind Axis & Aim.

Checkoff programs and marketing orders have long played a critical role in U.S. agriculture, funding research, promotion, and producer-driven priorities. But they’re under mounting pressure. Across the country, producers are feeling the weight of economic strain, rising skepticism, and a growing disconnect between where their dollars go and what they see in return. ow, Project 2025, a political roadmap backed by the Heritage Foundation and aligned with the Trump campaign, is

In this post, I’m breaking down what’s actually worth testing before a launch and what you can skip. If you're navigating big creative decisions or trying to align your team around what matters most, this will help you focus your efforts and make smarter decisions.