The Importance of Customer Mindset in Business

The goal of John Deere is to help farmers produce more crops from their field. It's a customer mindset that starts at a high level, but the key is does it cascade down to the folks at the rock face doing the actual work? What people say is, you know, I kind of understand my company's top level vision, but nobody has really helped translate that into something that is meaningful for me in my day to day work.