Reinvent Or Die

No sugarcoating here, folks. If you have any respect for this publication or yours truly, please take this issue’s "Upfront" message right between the eyes, into the upper cerebral lobe: You will decide your own future. Either grab this bucking bronco by the horns and bravely REINVENT your firm ... or, sadly, prepare for your demise.

These times are the toughest most of us have ever seen. The "good old days" of "ficus in a pot" are long gone. Accept it; get over it.

We all have wondered where this meandering industry is going. We now have the answer. The current economic malaise provides the hasty response. Unfortunately, our world has changed, and your client is not necessarily phone in hand, ready to call with a new job sale. Your future is now, and you must act. The decision is yours.

Bright Tomorrows, If You Climb Up And Look Beyond

I’m no prophet. Maybe you’ll resent me for my boldness. But, make no mistake, I care deeply about this disorganized, misjointed, wonderful, funky corner of horticulture we all collectively call the interiorscape industry. It’s with this caring that I come to you with this heartfelt commentary.

We can’t kid ourselves about the severity of things. Yes, we have the "green building" movement giving us a bit of a tailwind, but unfortunately the headwind of not only the economic downturn but also changes in style and paradigm are even stronger.

We as an industry need to boldly reconsider who we are and what we offer.

I’ve said it before, but look east for answers.

I’ve had the good fortune in recent years to travel rather extensively in Germany, the U.K., Holland and France. I was there pursuing various business interests that pertain to our publishing company. I’ve gotten to the point that I don’t get lost walking around Frankfurt, Amsterdam or London.

What I’ve seen while immersed in these different cultures is a different slant on horticulture and floriculture, including the way it is presented to the consumer - whether it’s
B2B or retail.

We need to broaden our horizons. The Euro-mix of merged hort marketing may or may not work here in America. But, most importantly, we must branch out of the "pot in the corner" industry where we are now.

Look beyond and test your boundaries - both as a person and as an interiorscape business. It might mean getting into retail plant shops for sales of residential high-end foliage, or maybe getting into the really wild and wacky area of "natural swing ponds," which merge the swimming pool with the water garden. Think beyond the ficus.

One good start in the right direction: Get yourself to Chicago this summer,
August 18-20, to The Independent Garden Center Show, and open your eyes. Take it in, and just think!