I'm Not the Ranch Expert

Why I’m focusing my work on building better technology infrastructure for the beef business.

In my last piece, I shared the story of how I arrived here — the winding path through sale barns, day work, TCU Ranch Management, managing a ranch, and ultimately into technology. That origin matters because it explains why I care so deeply about the future of ranching and the beef business. What it did not fully explain is where I am choosing to focus now.

Over the past several years I've struggled to find a fit; do I ranch, do I build software, am I a brand developer? But recently I’ve come to a clearer understanding of the role I actually play. I am not the grazing authority in the room. I am not the forage or range specialist. I am not the cattle marketing expert. What I am is someone who has a deep and practical understanding of how those disciplines interact inside a working ranch, and how poorly most software reflects that reality.

Two Worlds That Finally Converged

Along with ranching, I have spent nearly fourteen years as a professional brand, web, and database developer. My work has centered on building structured systems for businesses that need clarity, alignment, and durability. I understand how ranches operate – from the cost of gain to the shipping scale – I know the business intimately. I also know technology: how to design brands, websites, and databases that mirror real workflows, how to build interfaces people will actually use, and how to connect tools in a way that reduces confusion rather than adds to it.

The Gap I See

When I look at the beef business through that lens, I see a consistent gap. Ranches already have expertise. They know how to manage cattle, steward land, and make hard decisions. What they often lack is a coherent system that brings records, communication, and decision-making into alignment. Too many operations are juggling spreadsheets that were never meant to scale, or using software built by people who have never stepped into the day-to-day rhythm of a working ranch.

What I’m Committing To

My focus now is straightforward. I am combining my experience in ranching with my background in systems development to help producers build infrastructure that supports how they actually operate. That means evaluating which tools are worth keeping and which ones are creating unnecessary complexity. It means structuring information so that it tells a clear story over time. It means designing workflows that support decisions rather than distract from them.

This is not about chasing every new technology trend. It is not about layering artificial intelligence on top of poorly-built foundations. It is about building stable, well-structured systems that ranchers own and understand. Technology should support the expertise already present in an operation, not attempt to replace it.

Ownership and Direction

Ranchers should own and control 100% of their data.

Ranchers do not need more apps. They need infrastructure that respects how they work, reflects how decisions are actually made, and provides clarity when it matters most.

That is the lane I am choosing to stay in. Moving forward, I will continue writing about practical system design for ranch operations, how to evaluate technology without getting sold to, and how to structure information so it becomes an asset rather than a burden. If that aligns with how you think about your operation, I’m glad you’re here.