This is a YouTube video titled "John Deere Africa | Believe In Greater" containing a multi-speaker presentation or promotional talk from October 2019. The speakers discuss John Deere's vision and marketing strategy in Sub-Saharan Africa, focusing on inspiring farmers with a message of empowerment, agricultural development, and financial solutions to help customers achieve their goals. The content highlights the brand's shift from equipment features to the impact on farmers' lives and communities.
When we talk about belief in Greater, I think it's important for us to maybe just pause a little bit and understand what's behind what's behind this message. What we want to do is inspire Africa. We want to inspire Africa with a braver vision. We want to inspire Africa with a stronger reason to believe, but more so for our customer. It's for the farmer to say, we understand that you might have limitations in terms of swell rainfall inputs, market, etc. How do we as a collective help you to overcome these limitations? It's belief in Greater. So that's what you and I believe in our personal as well as in our business lives. Every day is just to move those boundaries and make sure that we can optimize and get the full potential in all that we do.
I'm extremely excited to look into 2020 where we will focus a lot on going back into traditional media. We want to be on tv, want to be on radio. We want to tell the stories of people. That's actually inspirational messages we want to give to not only farmers, but to the industry to understand what agriculture entails, who a farmer is and how that they aspire to get where they are. Today the John Deere team is working hard to ensure we continue this journey of re energizing our brand in Africa with content that really speaks to the hearts of our customers and our industry.
In the past we had a big focus on what our machines can do. Now it's what our machines can do for you. We can start building that storyline of a boy dreaming to become a farmer, to go and make money for himself. But as he grows up, he realizes he's making a difference not just to himself, but he's making that difference to our country. He's helping create food security. Believing greater is not just about thinking about equipment, it's about how do we make differences in day to day lives of people around us and about our country as a whole. They need something to enable them and that's where John Deere financial steps in. We provide solutions for customers to be able to buy our equipment to help them to achieve those dreams and reach those new heights that they set for themselves.
We're challenging ourselves internally, we're challenging our dealer organization and we want to bring you along as the end customer and the user of the John Deere equipment in Sub Saharan Africa. We believe in greater.
