I Am ...

Jennifer Polanz

As I type this, I am finishing up the last day of MANTS, a huge regional nursery, landscape and retail trade show in Baltimore. Did I mention it’s huge? Here’s the thing: with a sea of booths ahead and a sea behind, what can you do to stand out? Now, let’s put it in the garden center perspective: with a sea of box stores, mass merchants and other garden centers ahead of you and a sea behind, what sets you apart?

At last year’s AmericanHort Next Level Conference, speaker Fred Berns talked about having an “only” statement, as in “We are the only garden center to carry X,Y,Z.” Or “We are the only garden center in the county who delivers to your door.”

Of course, you have to vet your only statement to make sure it’s true, but those words keep coming back to me as I keep visiting garden centers and keep walking the trade show floors. It can be the little things that set you apart, too. It’s a great logo or great product packaging. It can be a special offer displayed prominently. Whatever it is to get someone to stop in their tracks is what sets you apart.

And that’s what we’re trying to help you with in this issue, too. Here are four stories that will help you differentiate yourself from your competition:

• Check out Ellen’s story on perennial combos that will make you the talk of the town.

• Read Amanda Thomsen’s missive on an index of awesome (and seriously, someone make this happen).

• We’re featuring unique pottery and containers to wow customers.

• And finally, we always talk a good game in this industry about service, but there’s a lot to learn from outside-the-box thinkers like Zappos, who actually has a person whose title is Culture Evangelist.

Then take a step back. It’s February—there’s time. If you haven’t done this already, figure out who “you” are. If someone asked right now, could you give them a 30-second spiel on why you’re different than everyone else? Because if you’re just doing the same thing everyone else is, you’re going to get lost in that sea. Why don’t we all make this year the year we go against the current and stand out?

Cheers until next time,