Jon Brabec: Leadership Shift That Makes Change Stick

The Intentional Agribusiness Leader Podcast

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In this episode, I sit down with my longtime friend and client, Jon Brabec, from Frontier Cooperative in Nebraska. Jon has spent over two decades leading change, building strong teams, and shaping culture in ag retail—and he’s got the battle scars and wisdom to prove it. We talk about what it really means to be intentional as a leader, how to create buy-in instead of resistance, and why investing upfront in your people pays off in execution later.

Key Takeaways

Lead Change by Building the Roadmap Early

Jon shares his “Orlando analogy” for change management—give people the destination early, build the plan together, and let them take ownership so execution happens faster and better.

Culture Starts with Clarity

People don’t need perfect decisions from their leaders, but they do need to see where you’re headed. Clear direction reduces uncertainty, improves retention, and strengthens trust.

Reflect Before You React

When turnover spiked, Jon didn’t blame “the younger generation”—he dug into the data, surveyed his team, and even called former employees to understand what needed to change.

The Power of Mentorship & Executive Peer Groups

Jon leans on a trusted network of peers who aren’t afraid to give him the hard truth. That outside perspective helps him solve problems, refine strategies, and stay accountable.

A Deep Why for Agriculture

Jon’s driving mission is to see family farms thrive for generations. That vision fuels his leadership, even on the hardest days.

Notable Quotes

“People don’t always remember what you say—they remember how you made them feel.” – Jon Brabec

“If you don’t create the space to work on it, it’s easy to just slough it off and blame a generation. I’m not buying that crap.” – Jon Brabec

“Clear direction doesn’t require perfect decisions—it requires leaders who are willing to decide.” – Jon Brabec

“You’re not in the role because you have it all figured out. You’re in the role because you can figure it out—and communicate the game plan to your people.” – Mark Jewell

Action Steps

Give your team the end goal early—then co-create the path to get there.

Build thinking time into your calendar for reflection and strategy.

Seek honest feedback, even if it’s uncomfortable.

Join or create a peer group that will hold you accountable and challenge your thinking.

Listen If You Are:

An ag leader navigating change in your organization

A manager looking to improve retention and culture

Someone seeking practical tools for leading with intention

A believer in the long-term success of family farms