Roadmaps, Timelines, and Checklists: Why Words Matter More Than You Think
I asked ChatGPT to explain the difference between these three. I wanted to make sure I was using "roadmap" correctly. Because as a scientist, it actually felt like I was creating a deliverables timeline. So I chuckled to myself when the response was that they’re basically interchangeable. The key difference was the audience.
The key difference was the audience.
So you’re telling me the only difference between a roadmap and a checklist is the audience?
No wonder there’s a disconnect between commercial and science. The language is different. Different words for the same need. One group is saying one thing, while the other group has no clue what they’re asking for.
Where Misalignment Creeps In
It’s not just about audience. It’s also about the level of detail.
Commercial teams tend to want less minutia and more big picture: Where are we now, and where are we going?
Product development teams (the science) tend to want granularity: Where are we now, where are we going, and how are we going to get there?
That’s where misalignment creeps in. One side thinks the other isn’t strategic enough. The other thinks the details are overkill. Both are wrong and both are right.
This happens whether you’re working in row crop, specialty/horticulture, or cattle feed additives and supplements. If the strategy isn’t communicated in a way both teams understand, the best product in the world can stall before it ever reaches the farm.
Translating Product Development Strategy
Product development is more than just research. It's about taking an idea and doing all the things necessary to make a viable product. It also requires commercial and science to work together. So when you're developing your plan, it's your job is to adjust the lens so every team can see themselves in it. That’s how you actually move things forward. But it’s hard for each side to do this because it’s a completely different language. And not only that, they tend to be opposite thinking strategies. Almost like they are opposition; and most groups tend to think like that: Commercial vs Science. A tale as old as time.
Instead you should think of it like a see-saw. You can’t have a functional see-saw if you don’t have your counter-balance. But you must build bridges; processes that allow each side to step into their colleagues’ world and still understand what’s going on.
“You can’t have a functional see-saw without a counter-balance. ”
These bridges look like:
FAQ sheets for the sales team so they can translate science into customer-ready messages.
Showing commercial leadership an “future state” picture that help them visualize impact.
Urging scientists to ride around with your agronomist, nutritionist, or sales folks.
This is what I build with my clients: frameworks, processes, and visuals that keep science and commercial aligned in product development strategy.
Why Alignment Matters for Agriculture Companies
For small and mid-sized companies in agriculture misalignment between science and sales can be costly. Whether you’re developing microbial products for row crops, designing inputs for specialty crops, or scaling a feed additive for cattle, the same issues arise.
Time is wasted on back-and-forth clarification.
Opportunities are missed because sales can’t articulate the science clearly.
Credibility suffers if it seems like marketing and sales are constantly giving mix messages.
The faster you build shared understanding, the faster you can launch products that are both scientifically credible and commercially successful.
How I Help Agriculture Companies
At Wildflower Ventures, my specialty is spotting these translational gaps and designing simple, scalable processes to close them. That might look like:
Developing a research roadmap that commercial teams and boards can follow.
Designing sales tools that translate technical data into relatable producer focused themes.
Coaching teams to read the same “map” through their own lens—science, sales, or leadership.
When science and sales are aligned, you don’t just move faster, you move smarter. And in agriculture product development, that’s what leads to successful launches and adoption in the field.
Let’s Talk Strategy
If you’re leading a team and wondering whether your “roadmap” is being read as a checklist or a strategy (or worse, not being read at all), let’s talk. I help ag bio executives and teams turn complex science into shared strategy that accelerates growth.
📩 Contact me here or visit my services page.
