Here’s Something for the Greenhouse Industry to Look Forward To
August 4, 2020 
“Something to look forward to” should be our industry’s next slogan. Full credit goes to Dr. A’s dental hygienist, Kelly Robertson (right, with his dentist, Dr. Scott Linder).
Photo by Allan Armitage
Some of the deepest statements are often made in the most unlikely places. An appointment with the dentist is not something I would expect to result in anything other than cleaner teeth. Going to the dentist is often thought of as going to the principal’s office — not something one really looks forward to.
In my case, Dr. Scott Linder has always been an excellent dentist, but when it comes to improvements in teeth and gums, we both agree that his dental hygienist, Kelly Robertson, is nothing short of spectacular. Since we were still in the time of COVID-19 during my last visit, discussions of teeth and gums gave way to other things. Given that my mouth was full of picks, scrapers, and floss, most of my profound statements consisted of “um,” “hum,” or “ah.”
We discussed how the coronavirus has left us all feeling we were starring in the movie “Groundhog Day” over and over again. Worse, other activities seemed to be disappear. Visits with far-off family were postponed, movie dates cancelled, and social interactions erased from the calendar.
And then Kelly said, “I miss those the most. I just took for granted I would always have something to look forward to.”
Kelly may have been talking about going to dinner with her husband next week, but to my ears, she could just as easily have been telling us our reason for being. When I returned home, teeth gleaming, to tell my wife that Kelly should be the keynote speaker at our next Horticultural Expo, she wondered if I may have had too much ether.
We Have a New Marketing Slogan
If, during these times, we have not learned that we can no longer take anything for granted, then we have learned nothing. And as it turns out, having something to look forward to is one of the most basic necessities of life.
Perhaps my comments may be a little vague. Perhaps you wonder what a dental chair and our future have in common. To me, it is simple. We are in the business of providing “something to look forward to.” Few other industries can claim this, but it is what we are built on.
“Something to look forward to!” should be our marketing mantra. Those five words should appear in anything we do together as an industry (which is unfortunately very little) or at the very least, they should appear on stationery, catalogs, or marketing notes for individual companies.
Do you think anyone puts down good money for a landscaper to design hardscapes and put in immature trees and shrubs if they weren’t looking forward to the long-term improvement to their home? Do you think anyone would buy a bulb in the fall if they didn’t look forward to the lily in the summer, or buy cut flowers if not looking forward to the bouquet tomorrow, or pay $25 for a sapling if they weren’t looking forward to a magnificent oak?
The fact is, without that belief — the belief that we are the means for people to embrace the joy of anticipation — we should pack it in. We would essentially be the opposite of the Emperor with no clothes. He had nothing, but he convinced everyone he had magnificent clothes. We are bedecked in the greatest finery in the world but go around as if we are naked. Let’s let everyone know we not only provide beauty, but something to look forward to.
This seems simple to me, and we didn’t even have to pay a consultant for the next great industry slogan. Thank you, Kelly.
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