Sarah Tjoa: Clarity, Care & Urgency in Agribusiness

Join our champion program: [email protected] Attend a Thriving Leader event: https://www.themomentumcompany.com/thrivingleader2025 Instagram: @the.momentum.company LinkedIn: /momentum-companyIn this insightful episode, Mark sits down with Sarah Tjoa, Chief Strategist at Noble West, a marketing agency reimagining the future of food. Coming from a non-traditional ag background, Sarah shares how her Los Angeles roots and 15+ years in marketing have shaped her approach to agricultural storytelling, branding, and leadership. Together, Mark and Sarah unpack what it means to lead and market with clarity, care, and urgency — and why intentionality matters just as much in business strategy as it does in communication.Key Takeaways:Clarity is the Catalyst for ImpactSarah’s “slider” model — balancing clarity, care, and urgency — shows how great leadership and marketing both depend on clear thinking and focused direction. Without clarity, even the best ideas lose momentum.Humanity in Leadership and MessagingBeing a “deeply flawed, intentional human” is one of Sarah’s key leadership beliefs. Bringing empathy and authenticity into leadership and branding builds connection, trust, and sustainable growth.Bridging the Gaps in AgricultureAs an outsider turned advocate for the ag industry, Sarah reveals how misunderstood agriculture is by the average consumer. Her work at Noble West focuses on connecting the value chain — from farmers to consumers — through better storytelling and education.The Power of the ‘Why’Most companies know what they do and how they do it — but few can clearly articulate why they do it. Sarah explains how defining your “why” becomes your competitive edge and the key to meaningful differentiation in both B2C and B2B markets.Intentional Communication and Repetition MatterLike leaders who repeat their vision until it sticks, brands must communicate consistently. Clarity isn’t a one-time exercise — it’s the result of repetition, alignment, and doing the reps until everyone on the team can clearly articulate the same message.Notable Quotes:“Intentionality is nothing if it’s not having impact or getting it done.” – Sarah Tjoa“Leaders can’t clarify enough — clarity is one of our greatest responsibilities.” – Sarah Tjoa“Most brands know what they do, but few know why they do it — and the margins are always in the why.” – Sarah Tjoa“As leaders, we have to be deeply flawed, intentional humans.” – Sarah Tjoa“When you build clarity and repeat it until everyone owns it, that’s when organizations move with purpose.” – Mark JewellAction Steps:Audit your team’s clarity: Does everyone know your company’s why and where you’re headed?Revisit your messaging: Can you describe what you do — and why it matters — in 20 seconds or less?Reflect on your own “slider”: Where do you need to dial up clarity, care, or urgency this week?Read Radical Candor by Kim Scott — Sarah’s top book recommendation for every leader seeking to communicate with both honesty and empathy.Listen If You Are:A leader or marketer navigating change in agriculture or ag techSomeone seeking to clarify your brand’s message or company missionA professional balancing creativity, leadership, and communicationPassionate about bridging the gap between farm, food, and consumer