I’ll sometimes ask precision farming experts and dealers to dust off their crystal ball and predict what the future holds for technology.

This time of year, it’s a long shot to find precision farming dealers at their desks.

Last week, I had a chance to attend John Deere’s 2014 product launch event in Columbus, Ohio, which was truly a sensory overload showcase of new equipment and technology.

One of the frequent observations I’ll hear from precision farming dealers is that customers rarely utilize the full potential of their technology after purchase. During demonstrations, dealers can showcase multiple features of a product or system, but once farmers get into the field — especially during planting and harvesting — they tend to focus on one, maybe two aspects of the technology.