Relearning is not about admitting past mistakes. It’s about refining our knowledge, adapting to new realities and positioning ourselves for the future. Whether it’s advancements in genetics, shifts in demand or innovative ranching techniques, the ability to reevaluate what we know can make the difference between thriving and merely surviving. 

We’ve all had times when we were certain we were right, only to later realize we were dead wrong. In my home office I keep a picture of a show bull I was involved with back in the early ’90s. That was in the frame race era, so you can imagine the type of bull a young and impressionable (and incredibly naive) cattleman thought was the “best thing ever.” That picture stays up to remind me to not get too comfortable in what I think I “know.” 

An industry evolving

In the Angus business, one of the most critical areas where relearning is essential is genetic selection. The breed has seen remarkable advancements in selection tools, driven by a commitment to phenotypic data and advancements in technology. The willingness to relearn genetic selection is the reason registered Angus seedstock dominate the marketplace today. 

We have benefited from relearning how we market seedstock, too. Adding digital marketing, video, social media and internet bidding to traditional print marketing and in-person auctions has lifted our reach and exposure to potential buyers.

Similarly, health and nutrition practices continue to evolve. What worked a decade ago may not be optimal today, especially for today’s genetics. Advances in vaccination protocols, parasite management, health monitoring and feed ingredients mean we must continually update our understanding of best practices. 

Like in any business, if we stick to “the way we’ve always done it,” we risk falling behind.

Relearning also applies to the product side of the cattle industry as consumer preferences are shifting. Buyers today want high-quality, consistently great-tasting beef; but they also want transparency into how we care for the cattle and the land. The Certified Angus Beef ^® (CAB) brand markets more than 1 billion pounds each year because producers took the time to understand what quality means in the eyes of the consumer. They relearned what was achievable through properly aligned genetics and management, and we now have USDA Prime grading levels touching or surpassing USDA Select. 

At the American Angus Association, we encourage a culture of continuous learning. We work to provide valuable educational opportunities to our members through webinars, articles, podcasts and other online resources. We need to continue the tradition of innovative thinking and foster an open mindset that allows us to question old habits and embrace better methods.

The best cattlemen and women understand knowledge isn’t static. As stewards of this industry, we owe it to ourselves, our families, our breed and our future generations to remain students of the craft. By committing to relearning, we not only safeguard our own operations but set our industry up for tremendous success in the future.

When it comes to relearning, I’m reminded of one of my very favorite quotes from Mark Twain. 

“It ain’t what you don’t know that gets you in trouble. It’s what you know for sure that just ain’t so.”