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Green Industry Perspectives

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This podcast is for the tree care and landscape professionals who see themselves as business people, not just arborists or landscapers that only care about shiny new equipment and sharp blades. Green Industry Perspectives shares stories of the industry pros who are doing things right. Whether they are scaling their business effectively, or simply have a solution to your nagging issue, our guests provide you perspective on what success looks like in the green industry.
135 Episodes
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Welcome back! In this episode, Jay Worth welcomes Amy Nakai to the show!An endurance athlete who has run several marathons and ultra-marathons (like, 100 miles a time, folks), Amy is also Nebraska's only female tree care owner/operator. And she likes it that way. She's also intensely passionate about giving back to her community. But our conversation about being "crew-focused" (one of the three keys to success she mentioned) strayed into surprising territory. She's got an approach to employee management that will surprise many of your owners and C-suite executives who listen to the show. Besides being crew-focused, Amy shares why being client and research-focused also gives you a leg-up in the Green Industry. -----Visit the Rooted Tree Specialists' WebsiteEmail Amy: Amy@rootedtreespecialist.com Text Rooted: 402-881-6442 Follow Rooted Tree Specialists on FacebookFollow Rooted Tree Specialists on InstagramFollow Rooted Tree Specialists on X
Let Them Taste Success

Let Them Taste Success

2024-03-2146:56

Welcome to a new season! We kick off with Jay Worth welcoming Tyler Woodard to the show. Tyler is an Arbor Advisor with Arbor Masters. With expertise in sales processes for the Green Industry, Tyler brings valuable insights to the show. We discuss why belief in the services you're selling is vital, controlling the conversation and how to do it, and why a customer-acquisition mindset for the organization sets your business up for success. -----Visit the Arbor Masters WebsiteConnect with Tyler on LinkedIn
Welcome back! In this episode, Jay Worth welcomes Liz Lark-Riley to the show!Like so many of us, Liz came to the Green Industry in an indirect route. She studied theater in school, earning a Master's Degree in performing arts administration. From there, she and her husband ran a successful and popular event venue in Florida. Her formal education and practical experience have given her a deep understanding of how to create amazing experiences for customers. Now, she's the Senior Customer Relations Manager at Mahoney's Garden Centers, a chain of plant nurseries and retail garden centers in Massachusetts. Liz joins the show and shares how successful Green Industry companies prioritize communication, use core values to empower team members, and consistently develop their employees. -----Visit the Mahoney's Garden Center WebsiteVisit the Rockledge Gardens WebsiteFollow Liz on LinkedInEmail Liz: elarkriley@mahoneysgarden.com 
It Starts With Fun

It Starts With Fun

2024-02-0848:48

Welcome back! In this episode, Jay Worth welcomes Paul Fraynd to the show!Paul is the CEO of Sun Valley Landscaping in Omaha, Nebraska. He and a college roommate wanted to earn extra cash to support a more entertaining college experience. What started with a $50 garage sale mower has turned into a team of 70 landscape professionals serving high-end residential and commercial clients. Paul is full of energy and excitement for what he and his team are building. During this conversation, Paul discusses being people-first, being disciplined with your core customer, and why passion and fun are foundational to success in the Green Industry. -----Visit the Sun Valley Landscaping WebsiteFollow Paul on LinkedInEmail Paul: paul@sunvalleyomaha.comVisit the NALP WebsiteVisit the Project Evergreen Website
They Own It

They Own It

2024-02-0144:44

Welcome back! In this episode, Jay Worth welcomes Tyler Benoit to the show! Tyler comes from a family where working in the Green Industry is the norm. Following (unexpectedly) in her grandfather's and father's steps, she is an Account Manager for Crystal Greens Landscaping in Portland, Oregon. Tyler is passionate about people. That passion is almost tangible throughout this entire interview. It's hard not to listen to it and feel the same way; her energy is contagious. In this episode, she shares why the most successful Green Industry companies have a strong culture, employee buy-in, and are people-first. -----Visit the Crystal Greens Landscape WebsiteFollow Crystal Greens Landscape on InstagramEmail Tyler: tyler.benoit@crystalgreens.com Follow Tyler on LinkedIn
A Coach And A Mentor

A Coach And A Mentor

2024-01-2552:02

Welcome back! In this episode, Jay Worth welcomes Doug McDuff to the show!Many businesses that started just as the last Great Recession hit didn't survive. Landscape America, Doug's company, did. Not only that, they're thriving today, running in the high seven-figure mark for revenue and employing 50 team members. Very involved with the Massachusetts Association of Landscape Professionals (MLP), and a board member at the National Association of Landscape Professionals (NALP), Doug brings an incredible viewpoint to the show. He shares why people, processes, and profits are the way to succeed in the Green Industry. -----Visit the Landscape America WebsiteEmail Doug: dmcduff@landscapeamerica.comFollow Doug on LinkedIn
Seeing Where You Fit

Seeing Where You Fit

2024-01-1854:29

Welcome back! In this episode, Jay Worth welcomes Alison Herrell to the show!Where do tree experts at Rainbow Ecoscience go when they have a question about trees? It turns out, they have an internal position for this, called an "Arborologist." That's Alison's job - to be an expert to the experts. In this role she has worked with various Arborists and companies, answering the hardest questions. And she brings that expertise to this episode. Alison discusses autonomy and honesty, good communication, and diverse skills among your staff as the keys to success in the Green Industry. -----Visit the Rainbow Ecoscience WebsiteEmail Alison: aherrell@rainbowecoscience.comCall Alison: 312-448-4017Follow Alison on LinkedInFollow Alison on Instagram
Welcome back! In this episode, Jay Worth welcomes Justin White back to the show!Justin is the CEO of K&D Landscaping in Watsonville, California. Taking over as the CEO of the family business in 2015, Justin's leadership has brought K&D from a $1 million company to over $16 million in revenue.As a passion project, Justin also co-hosts the Trades Talk Podcast to help inspire contractors.  Justin joins the show to discuss the importance of clear vision, good systems and processes, and having the right people doing the right things as keys to success in the Green Industry. -----Visit the K&D Landscaping WebsiteFollow Justin on LinkedInFollow Justin on InstagramEmail Justin: Justin@jwhitegroup.comWork Cell: (831) 728-4018Listen to the Trades Talk Podcast on SpotifyListen to the Trades Talk Podcast on Apple
Welcome back! In the first episode of 2024, Jay Worth welcomes Heather Dirksen to the show! An Army Vet who got her start in the Industry as a private pilot for an extremely high-end design/build firm, Heather has experience as a bookkeeper for a Green company all the way to the company President for a $45+ million dollar tree care firm. An Arborist herself and the Founder of Ascend Tree Business Consulting, Heather joins the show to talk about change management. She shares why including the right people at the right time for buy-in, defining and measuring success, and excellent communication set you up for success when it comes to changes in your business. -----Visit the Ascend Tree Business Consulting WebsiteFollow Ascend Tree Business Consulting on LinkedInFollow Heather on LinkedIn
From "Good" to "Amazing"

From "Good" to "Amazing"

2023-12-2801:00:58

Welcome back! In this episode, Jay Worth welcomes Angelique Robb back to the show!Having owned a landscaping business herself, Angelique's real passion is innovation in the Green Industry and connecting (or "SYNKing") the various sectors. Maintenance professionals should have an idea of what Designers and Architects expect, and vice-versa. The publication she now owns and operates, SYNKD, promotes exactly these principles: coordination and innovation between industry segments. A large part of that is bringing people together for a live event with vendors and tremendous educational opportunities at SYNKD Live. In this episode, Angelique shares the best way to leverage these live events if you're an attendee. She discusses relationship building, how the condensed learning format benefits you, and how getting away from the "day-to-day" grind recharges you. -----Visit the SYNKD WebsiteLearn more about SYNKD LiveFollow SYNKD on FacebookFollow SYNKD on InstagramFollow SYNKD on LinkedInFollow SYNKD on YouTubeTune in to the SYNKD On Air Podcast 
Welcome back! In this episode, Jay Worth welcomes Briana Johnson to the show!Briana started in the Green Industry right out of college. Using her background in journalism and communications, she started working for Greenleaf Nursery Company and Garden Debut Plant Collection in their marketing department. After years of working there, she's worked for various entrepreneurs and agencies. That exposed her to national and international marketing for various clients. But her heart was still in the Green Industry, so in 2021, she launched the Dirty Marketing Group, a marketing agency that works exclusively with Green Industry companies. Briana shares how answering your customer's questions, embracing automation, and turning customers into advocates positions you for success. -----Visit the Dirty Marketing Group's WebsiteEmail Dirty Marketing: info@dirtymktg.com Follow Dirty Marketing on InstagramConnect with Briana on LinkedIn
Productive, Not Busy

Productive, Not Busy

2023-12-1447:44

Welcome to Season 12 of Green Industry Perspectives! In this episode, Jay Worth welcomes Joshua Malik to the show.As a young man, Joshua was a thrill-seeker. Extreme sports and the outdoors called to him. It was, in part, this passion that led him to a career in the Tree Care industry.Joshua Tree Experts has nearly 20 years in business, serving customers in the Lehigh Valley in Pennsylvania. Offering Tree Care, Plant Health Care, Lawn Care, and Pest Control, Joshua Tree Experts is now embarking on a new path - franchising. The brand has grown so significantly that they've begun to offer a franchise model, taking the Joshua Tree Experts experience into additional markets.In this episode, Joshua shares why laser-focused sales and marketing, finely-tuned systems and processes, and exceptional leadership and team members are the keys to success in the Green Industry.-----Follow Joshua on LinkedInVisit the Joshua Tree Experts WebsiteLearn More About Owning a Joshua Tree Franchise
Be A Good Person

Be A Good Person

2023-11-1651:26

Welcome back! In this episode, Jay Worth welcomes Paige Tisdale to the show. Paige has a familiar story; she started in another industry, life took a turn, and she found herself working in the Green Industry. Unable to pursue her first choice of career, she switched to horticulture and started working at a golf course. Now, she's the Business Developer for Dennis' 7 Dees in Portland, Oregon. Her work focuses on Commercial Maintenance and Interior Plant Design in the Portland metro area. An expert in biophilic design, she's also known as the "Plant Lady of Portland." In this episode, Paige discusses why plant knowledge, a good company reputation and culture, and quality marketing are the keys to success in the Green Industry. -----Visit the Dennis' 7 Dees WebsiteFollow Dennis' 7 Dees Urban Plantscapes on InstagramFollow Paige on LinkedInVisit the Green Plants for Green Buildings Website
Welcome back! This time, Jay Worth welcomes Carla Policastro back to the show! Carla has seen it all in the financial space. She's worked for a small accounting firm all the way to one of the largest CPA firms in the nation. And along the way, she really developed a passion for helping Green Industry companies. To paraphrase her, she just recognized how hard the people in our Industry work, and wanted to helpToday, Carla is the co-founder and CEO of Cycle CPA, an accounting firm and fractional CFO dedicated to working exclusively with Green Industry businesses. In this episode, we focused the conversation specifically on job costing and profitability. Carla shares why accurate accounting, recouping overhead, and buy-in from your team are critical to getting your job costing and profits on-track. -----Visit the Cycle CPA WebsiteEmail Carla: carlap@cyclecpa.com  The Landscaping Accountant Facebook GroupFollow Cycle CPA on LinkedInFollow Carla on LinkedIn
Understanding People

Understanding People

2023-11-0254:08

Welcome back! In this episode, Jay Worth welcomes Neal Glatt to the show!When we talk about scaling a business, few people have the practical experience that Neal brings. He joined Case Snow Management in 2010, they had a single truck and fewer than a million dollars in revenue. When he left in 2017, he had helped grow the company to over $40 million. You learn a lot when you're an integral part of growing a company that large and that fast. Since that time, he's worked with tons of Green Industry companies through his consulting business, Grow the Bench. Neal joins the podcast to share why the abilities to sell, lead, and train are what set you up for success. -----Visit the Grow the Bench WebsiteFollow Grow the Bench on LinkedInFollow Neal on LinkedInVisit the Snowfighters Institute Website
Welcome back! In this episode, Jay Worth welcomes Bronwyn Fasulkey to the show! Bronwyn brings an amazing depth of perspective to this episode. Her family moved to the US when she was in her early teens, she's worked for several reputable Green Industry companies, and she overcame a massive personal tragedy. Bronwyn shares why discovering the client's preferences, clarity around the scope of work, and earning trust are necessary for success in the Green Industry. -----Visit the LandCare WebsiteEmail Bronwyn: bronwyn.fasulkey@landcare.com Connect with Bronwyn on LinkedIn
Welcome back! In this episode, Jay Worth welcomes Brad Stephenson to the show! Like a lot of us, Brad got his start in the Green Industry as a teenager; in his case, it was shearing Christmas trees at a local tree farm. He went on to study horticulture and sharpened his management skills at a few different companies before joining New Castle Lawn and Landscape as a laborer. In less than 10 years, he worked his way up to partner and co-owner of the company. In that time, he helped steer the company through all the changes that come with massive growth; New Castle grew from $800k to over $10 million in revenue during this period. During our conversation, Brad shares why having great people, being a community partner, and servant leadership are essential for success in the Green Industry. -----Visit the New Castle Lawn and Landscape WebsiteFollow New Castle Lawn and Landscape on InstagramFollow New Castle Lawn and Landscape on FacebookFollow Brad on LinkedIn
The Opposite Of A Boss

The Opposite Of A Boss

2023-10-0951:02

Welcome back! In this episode, Jay Worth welcomes Adam Heard to the show!A family emergency during his last year of college forced Adam to accept a "temporary" job. A friend at his church owned a tree company and offered him work. 21 years later, Adam's been the VP of Sales for three different Tree Care companies. He shares insights from over two decades in our industry about what makes a company successful. Tune in to find out why leadership, vision, and talented and educated staff are central to success in the Green Industry. -----Visit The Arbor Group WebsiteEmail Adam: AHeard@TheArborGRP.comCall or Text Adam: 949-307-0271Follow Adam on LinkedIn
Charging What You're Worth

Charging What You're Worth

2023-10-0501:00:08

Welcome back! In this episode, Jay Worth welcomes Carita Koen to the show!Carita is the Co-Founder and COO of Green Magic Landscape in Mobile, Alabama. She was named one of Mobile Bay's "40 Under 40" in 2020 for her work at Green Magic and is a graduate of the Goldman Sachs 10,000 Small Businesses program. As a result, she's been invited to speak at conferences around the country. In this episode, Carita discusses why relationships are vital to success, why knowing your numbers is crucial, and why collaboration is key to your success in the Green Industry. -----Visit Green Magic Landscape’s WebsiteFollow Green Magic Landscape on FacebookFollow Green Magic Landscape on InstagramFollow Green Magic Landscape on LinkedInFollow Carita on FacebookFollow Carita on LinkedIn
Welcome back! Jay Worth welcomes Rob Braden to the show! Originally from a pest control background, Rob has been in executive leadership positions at two different multi-million dollar Green companies, including a General Manager role at a Tree Care and Lawn Care company. An expert in customer service and route-based home service, Rob brings a wealth of knowledge to this show. He discusses the crucial role that sales and marketing play in success, having a production team that can deliver on promises, and why administrative infrastructure is vital to winning in the Green Industry. -----Visit the Keystone Pest Solutions WebsiteFollow Keystone Pest Solutions on LinkedInConnect with Rob on LinkedInEmail Rob: Rob@KeystonePestSolutionsLLC.com
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