What if we build it and they don't come? Attempts to introduce innovation particularly practices that challenged long standing approaches rooted in tradition, have an uneven track record in the developing world. MasAgro, an organization arising out of a partnership between Mexico's agricultural ministry and the International Maize and Wheat Improvement center, abbreviated CIMMYT in Spanish is a dramatic exception. More than 40% of participating farmers have adopted at at least one MasAgro innovation. An extraordinary way to success. We believe that their emphasis on prototyping is a strong contributor to this. Starting with a blank slate, MasArgo has designed a powerfully aligned set of elements and works in full consultation with it's stakeholders, all with a goal of helping farmers increase crop yields. In ways that improve their livelihood but do not contribute to climate change and demonstrating how tangible prototypes and small bets can make all the difference. MasArgo brings together national and international organizations that partner with members of the entire agricultural value chain to practice conservation agriculture. This approach to farming aims to improve soil management in order to obtain higher crop yields, as well as long term environmental sustainability which results in greater long term profitability. Often, farmers in Mexico, many of whom are subsistence farmers who consume most of what they grow to survive. Lack access to modern agricultural technologies. MasArgo aims to help them increase their income by combining improved farming practices with high yielding varietal crops, that do not negatively impact the environment or contribute to climate change. As well as helping with post harvest farm related activities. The MasArgo story is a lesson in experimentation through collaboration, community building, and change management. Elements of the design thinking process can be seen throughout MasArgo approach. Although MasArgo has a long history of working with farmers, their user centric methodology starts with research and discovery paying significant attention to what is. Having developed this knowledge, they designed experiments based on the interests and needs expressed by locals. Research workers collaborate with innovative local farmer leaders to assess what wows, then through experimentation, and attributive prototyping. They refine technologies as they apply to local conditions in what works. The learning is shared with the community, and the research center, over time the farmer leaders decide what works best. And share it with other locals, offering them the opportunity to follow suit.