When we talked to industry leaders for our January 2019 cover story in Floral Management, we asked them to tackle some tough questions head-on—but we also checked in about the things that are just making them, well, happy.
Here are three recommendations from people featured in this month’s story.
I Recommend: “Crazy Rich Asians”
“When I saw the wedding scene, I was like, ‘Thank you, Hollywood!’ It was so over-the-top. Filled with flowers and gorgeous. It made me proud to be a florist. I get excited when I see flowers in pop culture — ‘Saturday Night Live’ always has a huge floral arrangement near the band. Those things are important. They help consumers see how people invest in flowers to create a mood.” Rakini Chinery, AAF, AzMF, Allan’s Flowers, Prescott, Arizona
I Recommend: ‘Building A StoryBrand’ by Donald Miller
“This book talks about the story of your company. What is your story? Are you telling it correctly? When somebody asks, ‘Why should I come to you and not to somebody else,’ what’s your answer? Miller shares this great example about Jay-Z and how he and other big celebrities came together to launch Tidal, the music streaming service. Initially, their pitch was all about these millionaire artists complaining about losing money through other services. People didn’t connect with that. The business didn’t understand their own story, and they didn’t make the customer the hero of that story. I learned this from Miller: The customer has to be the hero of your story.” Danny Sanchez, South Florals Group, Miami
I Recommend: Photo Shoots
“Photo shoots are good for your mind and your portfolio. I’ll go up to the farm with my team right before a holiday — when nobody feels like creating another elaborate tablescape — and we’ll create something beautiful, just for the sake of creating it, documenting it and sharing it later. Photo shoots push us creatively and they’re great ways to try out new techniques and products.” Holly Heider Chapple, Holly Heider Chapple Flowers, Waterford, Virginia