Although the word “paradigm” has been a part of the English language since the 15th century, it never received much use until the 1960’s. We didn’t hear the word used much in agricultural circles for another 20-plus years. Pronounced “para-dime”, the word has always been defined as “one that serves as a pattern or model”. Since the 1960’s, we have used the word paradigm to refer to a set of assumptions, concepts and practices that constitute the way we view the world around us. Therefore, a paradigm shift would involve rejecting one worldview in favor of another one. It is a change from one way of thinking to another one. It is a transformation.

     Allow me to provide an example of a paradigm and a paradigm shift. There is ample evidence that early civilizations believed the earth they lived on was flat. That was their paradigm. Eventually someone came along to challenge that paradigm with the concept that the earth is round. It is not easy to move from one paradigm to another. It upsets a wide range of previously held beliefs. It requires one to admit that his previous assumptions were wrong. Over time, though, most people eventually adopted the paradigm that says the earth is round. However, there are still a few who adamantly proclaim the earth is flat. They belong to an organization called the Flat Earth Society.

     So, what does this have to do with us? We all have a set of paradigms that determine the way we live our lives. I often challenge ranchers to “think outside the box”. The “box” I am referring to is the paradigm that governs how they operate and manage their business. There may be better paradigms, but they will never know about them until they peek outside the box they have put themselves into. That is just the beginning, though. Making a paradigm shift will require even more effort.

     Most ranchers adhere to what I call the “production” paradigm. This paradigm revolves around the assumption that they must continually increase their production to succeed. For the past 40 years, ranchers have done whatever they could to increase their production — with little, or no, concern about their profits. They started calving in winter, they increased the amount of harvested and purchased feed they fed, they increased the size and maintenance requirements of their momma cows, they pampered their cattle, they doctored and treated their cattle for everything known to man, etc., etc. They increased their production, but they forgot that every increase in production comes with a cost. You cannot get something for nothing. Consequently, they unknowingly reached a point several years ago in which every increase in production was actually reducing their net profits. Their production-driven paradigm no longer makes sense. It needs to be replaced by a profit-driven paradigm.

     A paradigm shift always involves change — often major change. It’s not easy, because people hate change. People also hate to admit they were wrong about something. Therefore, making the shift from a production-driven paradigm to a profit-driven paradigm is much easier said than done. Making this transition even more difficult are all the people and companies that are dependent on the production paradigm. That’s right, there are many, many individuals and companies that associate the survival of the production-driven paradigm with their own survival — and rightfully so. I am referring to those who have built their business and their reputation on maximizing production. This group includes most seedstock producers, many university personnel and thousands of companies that produce and market production-enhancing products that increase our expenses.

     To shift, or not to shift — that is the question. Even though a paradigm shift won’t be easy, it will be necessary if ranchers want to remain profitable.