If the last few years have taught floral professionals anything, it’s that change is no longer an occasional disruption. It’s the environment in which they operate.
First came the pandemic. Then inflation. Labor shortages. Rising costs. Artificial intelligence. Tariffs. Economic uncertainty. New technologies promising to transform businesses — or leave them behind.
The challenge facing floral businesses today isn’t a lack of information. It’s deciding what deserves their attention — and determining how to respond.
That challenge sits at the center of two keynote presentations at the Society of American Florists’ 141st annual convention, SAF Amelia Island 2026, Aug. 18-20.
Leadership expert Mike Lee will explore how leaders can navigate disruption without becoming distracted by it. Drawing on lessons from elite sports, business and his own experiences overcoming anxiety and burnout, Lee will share practical strategies for leading with clarity, purpose and confidence in an increasingly complex world. His message is simple: The organizations that thrive won’t necessarily be those with the most resources or the latest technology, but those led by people who remain adaptable, curious and focused on what matters most.
That conversation sets the stage for industry veteran Barry Gottlieb’s interactive keynote later in the program.
Gottlieb, an industry business consultant, speaker, mentor and author, believes the floral industry — and the broader business world — is at an inflection point. But rather than focusing on fear, he wants attendees to recognize the opportunities that change creates. “The question is no longer whether change is coming,” he says. “The question is whether we are prepared for it.”
Through audience participation, discussion and storytelling, Gottlieb will challenge attendees to rethink some of the industry’s most fundamental assumptions. He’ll ask questions such as: What business are we really in? What are we actually selling? And what might the floral industry look like in 2030?
While the session will address AI and other forces reshaping business, Gottlieb emphasizes that technology is only part of the story. He challenges attendees to focus on the human qualities that become more valuable as change accelerates: trust, creativity, adaptability, curiosity, relationships and resilience.
Together, Lee and Gottlieb offer a timely message for floral professionals. In a world filled with disruption, the goal isn’t simply to keep up. It’s to focus on what matters most, challenge outdated assumptions and help shape the future rather than react to it.
Learn more about how the programming at SAF Amelia Island 2026 will prepare you for what’s now and what’s next by clicking here.
Amanda Jedlinsky is the senior director of content and communications for the Society of American Florist.
