My family has been in landscaping for over 80 years. I haven’t been around that long, but as long as I can remember, the business has been all about differentiation, based on value. There will always be someone who can make it cheaper, deliver it faster or a company that doesn’t understand their costs. The lesson to learn from 80 years, is that trying to be different, adding value and trying to create an experience is what counts. Meaning comes from transforming the ordinary into the extraordinary. The effort matters. Time and design differentiate and add significance.
The consequence of focusing on design, quality and value is longevity. Not competing on price or racing to the bottom, but focusing on respect, dignity, improvement and sustainability. The race to the top makes sense to me.