The underlying economic factors that effect primary production are frequently studied and written about - soil quality, animal health, climate, machinery - but this is the first book to explore the role of the psychology of the manager running the farm business, the person responsible for staff, strategic decisions and financial success or failure. The book will address fundamental questions such as the process of decision making, personal skills, and methods to improve managerial ability. It is an essential reference for farm managers and students in farm economics and management.