Public sector research has long been the backbone of agricultural advancements, helping farm families with improved cultivars and cultural practices. Investment in public research traditionally went unquestioned and was justified by its benefit to the large farming population. As farming communities become more efficient, allowing society to grow beyond the farm, this original justification has expanded to include broader societal benefits, such as food security, human nutrition, environmental impacts, resource stewardship, and work force opportunities. Even where public sector research receives some private sector funding (such as from commodity organizations), broader society continues to provide substantial, if not the lion's share, of investment. For this reason, investments in public sector research to advance agriculture need to address both onfarm and broader societal benefits. How this combined goal is achieved and communicated varies from country to country because agriculture is the most site-specific major industry and is intertwined in local customs and traditions. However, several themes are common: Coordination and complementation of investments avoids duplication and maximizes smart technology adoption. To achieve this requires an understanding of the investments made by other commodities and institutions. Since most of the technology adopted by mechanized cotton growers is delivered by the private sector, smart technology adoption requires public-private partnerships that deliver objective evaluations, understanding of Freedom to Operate (FTO) restrictions, and cost-efficient adoptions. Addressing immediate agricultural concerns while looking down the road promotes rapid adoption of beneficial innovations and creation of future innovations. To be relevant, public sector research must address immediate grower concerns with the best available expertise and knowledge. And, it's the public sector that places long term bets - without first requiring a pat