| "To begin with, it's worth noting that all the | | | | follow. Transformational leadership is driven by |
| insanity around us notwithstanding there will be a | | | | sustainability and not simple efficiency. Decisions |
| moment when this age will start to make sense: | | | | are open and transparent. Transformative leaders |
| That brave new world will look very different | | | | use consultation and participation as a process to |
| than it does now..." | | | | create change. The change required is not in what |
| -Joshua Cooper Ramo, author of The Age of the | | | | we do as a business. The change is about how |
| Unthinkable | | | | we do business. Transformative leaders empower |
| It's the Economy | | | | people. |
| Yes, the economy is in shambles. One large U.S. | | | | Address the Environment |
| investment bank has disappeared while the | | | | In the landscape industry, green was simply what |
| remaining four have been acquired or become | | | | we called our industry. Twenty years later, green |
| conventional banks. As of the end of 2009 one | | | | is the one of the hottest growing trends in the |
| hundred forty banks have closed. In 2010, | | | | world. Faith Popcorn, of the BrainReserve, places |
| twenty-seven banks have closed through March | | | | this in terms of Save Our Society (SOS). It is a |
| 11th. The Wall Street Journal reports that the | | | | growing trend towards social responsibility. People |
| FDIC expects the bank closure rate to increase | | | | buy brands that help society. People want to |
| this year. The New York Times reports that | | | | work for companies that help society. People are |
| beyond the $700 billion TARP bailout, the | | | | willing to commit a certain amount of time to help |
| government has committed to spend about $12.2 | | | | society. |
| trillion to prop up the sagging economy. The | | | | Environmental issues have dramatically changed |
| residential housing market has collapsed and the | | | | from conserving precious natural resources into |
| commercial property market is on the brink of | | | | creating a sustainable environment. We in the |
| disaster. | | | | landscape industry can play an important role. |
| What does this mean to our industry? In | | | | Conversely, if we do not play an important role, |
| interviews with contractors, suppliers and | | | | the environmental issues will dramatically change |
| manufacturers across the country, the overall U.S. | | | | our industry. In 2007, seventeen Canadian |
| landscape industry declined between 25% to 30% | | | | communities banned commercial lawn care |
| in 2008. Keeping at the current pace, it appears | | | | applicators and in 2008 another 124 followed suit. |
| that the landscape industry has declined an | | | | We often think water conservation is reserved |
| additional 30% in 2009. Overall, this contraction to | | | | for the arid West. In the late 1980's we saw the |
| our market over the last twenty-six months is | | | | advent of low-flush toilets and low-flow |
| between 40% to 50%. The West Coast and East | | | | showerheads. In Massachusetts today, most area |
| Coast have been hit the hardest. The Midwest, | | | | communities impose water restrictions to meet |
| with the exception of Michigan, is experiencing the | | | | the 2004 state standard setting the maximum |
| least amount of decline. Even in areas with lesser | | | | per-person usage rate at 65 gallons per day. |
| amounts of decline, such as New England, the pain | | | | Massachusetts also adopted the first low-flush |
| is still present. | | | | toilet ordinance. With the average U.S. household |
| In Texas, the Midwest, and New England, | | | | water usage at 78 gallons per person per day this |
| companies focused on the residential market felt | | | | regulation has the potential to put the |
| the pinch early last year. This year, companies | | | | Massachusetts landscape industry out of business. |
| focused on the commercial market are feeling the | | | | What is our role? Through landscapes, we create |
| economic crunch. Overall, in the last eighteen | | | | sustainable sites. Several organizations have |
| months, the landscape market in Texas is down | | | | identified "green" industries as the number one |
| 30%. While not as bad as California or Florida the | | | | growth industry. |
| decline is still frightening. | | | | Simply plant trees. The EPA reports that tree |
| The only bright spot is commercial maintenance | | | | planting sequesters carbon and enhances the |
| and mowing contractors. Dan Diehl, with | | | | quality of soil, water, air and wildlife. If every |
| Consumer Manager for Kenney Equipment says, | | | | family planted just one tree, the amount of CO2 |
| "With the unusually wet weather over the last | | | | in the atmosphere would be reduced by one billion |
| two years, the commercial mowing market has | | | | pounds annually. One tree will absorb about 10 lbs. |
| stayed about the same. However, everyone is | | | | of air pollutants, including 4 lbs. of ozone. Trees |
| being very cautious and prices have dropped as | | | | planted around a home can reduce air conditioning |
| companies struggle to stay in business." | | | | usage by 30%. Over a 50-year lifetime, a tree |
| Competition | | | | generates $31,250 worth of oxygen, provides |
| In the short term, competition is fierce as | | | | $62,000 worth of air pollution control, recycles |
| competitors drop prices. Margins are being | | | | $37,500 worth of water, and controls $31,250 |
| squeezed. Surviving companies will be lean and | | | | worth of soil erosion. |
| extremely efficient. Can companies reinvent | | | | Vegetative roof surfaces, or greenroofs, are an |
| themselves in a down market? The list of | | | | additional opportunity. Greenroofs are growing at |
| companies that have started in down economies | | | | a rate of 35% this year. Greenroofs improve |
| is legendary. Apple, Microsoft, Google, and Dell | | | | stormwater retention, save energy, and reduce |
| Computers are all companies that started in down | | | | noise levels in a building. Environmentally |
| economies. Reinvention is possible. In the 1950's | | | | greenroofs mitigate the urban heat island effect, |
| AT&T reinvented their telephone network. | | | | reduce dust and smog, produce oxygen and act |
| Businesses today have a unique opportunity to | | | | as a carbon dioxide sink. Financially, greenroofs |
| rethink how they conduct business. The smart | | | | increase the life expectancy of the roof, |
| companies are doing this. They have changed. | | | | contribute to LEED® points, and may be eligible |
| Smart companies are accepting the economic | | | | for government incentives. |
| chaos and are seeking hidden opportunities. | | | | Rain gardens, bioswales, and rainwater harvesting |
| Survival - The companies that survive will have | | | | technologies provide additional "green" |
| these attributes: | | | | opportunities. Rain Gardens are water-retaining |
| 1. Adaptability | | | | areas planted with native or low-maintenance |
| Companies that are incredibly quick and | | | | vegetation. A properly constructed rain garden |
| responsive will survive this crisis. "In nature, it is | | | | allows rainwater to runoff from impervious |
| not survival of the strongest or the smartest of | | | | surfaces like rooftops, driveways, and sidewalks. |
| the species but the species that is the most | | | | This reduces stormwater runoff - allowing |
| adaptable to change," said Charles Darwin. | | | | captured rainwater to soak into the soil instead of |
| Adaptability also speaks to the need to be | | | | running into storm drains. Rain gardens can reduce |
| incredible efficient. Companies across the nation | | | | non-point source pollution running into local |
| are reducing costs at an alarming rate. Those | | | | streams and waterways. Rain gardens improve |
| companies, which understand most effectively | | | | water quality, aid in flood control, and encourage |
| where to reduce expenses without reducing | | | | wildlife. |
| essential services will prosper. | | | | Bioswales, similar to rain gardens, have an |
| 2. Great Customer Service | | | | additional element of a subsurface under drain - |
| Great customer service never goes out of | | | | usually a corrugated pipe that feeds into the |
| fashion. Take care of your existing customers | | | | stormwater system. A landscape with properly |
| while your competition offers panic driven | | | | designed rain gardens is cost effective when they |
| discounts. Know your customers. Talk to your | | | | eliminate the need to construct curbs, gutters, |
| customers. Great customer service is all about | | | | storm drains and retention ponds. |
| communication. | | | | Rainwater harvesting system is an old idea seeing |
| Great customer service also means great quality. | | | | an increased interest in the U.S. as an alternate |
| The value proposition of your company depends | | | | water supply. The City of Tucson, Arizona |
| upon delivering what a customer wants. It also | | | | recently passed the first commercial rainwater |
| depends on delivering it when your customer | | | | harvesting requiring new commercial development |
| wants it. Finally, delivering all this at a value a | | | | to obtain 50% of their landscape water |
| customer expects is what separates you in the | | | | requirement from rainwater harvesting. |
| market. Quality has never been more important. | | | | Currently, rainwater harvesting is seen as a |
| 3. Courage | | | | method to conserve the amount of water used in |
| Great leaders know tough times create | | | | a landscape, however, stormwater mitigation is |
| opportunity to drive change and innovation. | | | | the largest benefit from rainwater harvesting. Like |
| Historically, the companies that invest in marketing | | | | rain gardens and bioswales, rainwater harvesting |
| and sale fare best in economic downturns. | | | | takes the landscape from an aesthetic to a |
| Increasing sales and marketing expenses when | | | | functional aspect. Developing a functional landscape |
| your company is slashing everything feels counter | | | | essential for sustainable site development. |
| intuitive. It takes courage. Your competition is | | | | "The over-borrowing, over-consuming, and |
| cutting expenses in sales and marketing making | | | | under-innovation is now in the US..." Antonio van |
| your marketing efforts even more lucrative. Your | | | | Aqtmael said in an October 2007 issue of |
| marketing will standout. How do you communicate | | | | Newsweek. Every organization has the power and |
| with potential customers without marketing and | | | | the talent when unleashed, will result in dramatic |
| sales? | | | | change. In order to create success, drive up your |
| 4. Transformational Leadership | | | | mental tenacity, keep a positive attitude, and |
| Transformational leadership requires the courage | | | | drive fear out of your organization. The best way |
| to hold a vision and an inspiration that people can | | | | to work with change is to create it. |