Episode Details

What does it take to build a thriving ag business from scratch—and do it with intentionality every step of the way? In this powerful episode, host Mark Jewell is joined by Wendell Koehn, founder of Top Ag, for a real and relatable conversation on leadership, culture, and what it means to truly serve others in the ag space.

Wendell opens up about the early challenges of launching a seed business in a new region, how he almost gave up, and what shifted everything. He shares the philosophies that drive his work, the way he builds culture on a small team, and the deep sense of purpose that fuels his mission to help others succeed. Whether you’re a founder, sales leader, or aspiring to lead with greater intention—this is one you’ll want to revisit.

Key Takeaways:

🌱 Start Where No One Knows You – Wendell launched Top Ag from the ground up in 2016 with zero brand recognition. His path forward? Build trust, show up consistently, and serve first.

🧠 Trusted Advisor > Order Taker – Becoming a trusted voice at the farmer’s table requires listening deeply, offering real insight, and sometimes helping them place a competitor’s seed. It’s about value, not ego.

👥 Culture Isn’t a Slogan – Wendell shares how “belonging” drives his leadership and how creating an environment where people feel seen, valued, and heard leads to organic excellence.

📈 Don’t Quit Too Soon – The turning point came after nearly giving up. A new mindset—and a simple question: What more can I do?—ignited breakthrough success.

💡 Excellence Is in the Details – Even if you’re not naturally detail-oriented, excellence requires caring about the little things. And often, surrounding yourself with people who thrive on detail makes all the difference.

🕯 Faith in the Field – From raising kids with intentional discipline to walking alongside farmers in the hardest seasons, Wendell’s leadership is grounded in faith, humility, and a desire to leave people better than he found them.

Notable Quotes:

“As a founder, one of the most intentional things I’ve had to learn is what to stop doing.” – Wendell Koehn

“Culture is not what you say. It’s what your team experiences—especially when you get squeezed.” – Mark Jewell

“Excellence is the outcome of caring about the little things—like turning off the lights or showing up ready to listen.” – Wendell Koehn

“Your success matters. That’s not a slogan—it’s a conviction we run our business by.” – Wendell Koehn

“Being intentional means being a defender of your people.” – Mark Jewell

Action Steps:

✅ Ask the Right Questions – Whether building culture or advising clients, stop talking and start listening. Then ask: What more can I do?

✅ Audit Your Environment – Is your team experiencing belonging? What are the little pivots you can make to foster excellence?

✅ Identify Your Core Values – Don’t just put them on a wall—define them, model them, and revisit them often.

✅ Stay the Course – If you’re three feet from gold, don’t give up now. Trust the process, invest in the people, and keep going.

🎧 Listen if You’re A…

• Small business owner in ag looking to scale with purpose
• Sales professional aiming to shift from seller to advisor
• Leader building culture with a small (but mighty) team
• Faith-driven entrepreneur focused on impact and legacy

🚨 Ready to elevate your leadership? Don’t miss out on the Thriving Leader Event in Nashville, TN, on February 4-5, 2025. It’s your opportunity to grow, connect, and lead with greater impact. Limited spots available, so secure