Agriculture runs on urgency. When a combine is down during harvest, it is not a normal service call. It is closer to 911. In this episode of _At Work, Under Pressure_, Jessi Beyer sits down with Mark Reid, CEO of Atlantic Tractor and co-founder of Opervia, to talk about agriculture, dealership culture, employee retention, leadership, onboarding, AI, customer urgency, and what it means to care for people in an industry that often tells people to rub some dirt in it and keep going. Mark shares his unusual path from horse racing and graphic design to becoming CEO of a 17-location John Deere dealership. He also explains how Atlantic Tractor approached culture after an acquisition, why employee-led culture work matters, how better onboarding helped cut turnover nearly in half, and why ag leaders need to recognize the pressure farmers and dealership employees carry. In this episode, Jessi and Mark discuss: • How Mark went from senior graphic designer to CEO of Atlantic Tractor • Why agriculture includes much more than row crops and tractors • What dealership urgency looks like when farmers need equipment running now • How Atlantic Tractor built an employee-led culture committee • Why turnover, onboarding, and customer experience are connected • How Opervia is using AI to help dealerships improve intake and support staff • Why the ag industry needs more curiosity, empathy, and suicide prevention awareness This episode is for CEOs, HR leaders, ag leaders, dealership owners, operations leaders, customer experience teams, and anyone building culture in a high-pressure, service-heavy environment. Because in agriculture, caring is not soft. It is operational.