Jim Huston: Make A Wish

Jim Huston

If I could change one thing about the green industry, what would it be? I'd introduce mandatory education, training, certifications and licensing for the purpose of professionalizing the industry and increasing the survival rate of those entrepreneurs entering into it. We need a better approach for "growing" green industry personnel into balanced professionals who are proficient at running all aspects of their businesses. I know this wouldn't be popular but sometimes what's best doesn't garner the most votes. Come to think about it, my mother didn't consider my vote when it came to my attending grade school. It may be 50 years too late but, "Thanks, Mom!"

I once heard someone say, "You shouldn't go into business, you should grow into business." One potential advantage of buying a franchise is that there is a track record of success that can be readily passed on to the franchisee. Training and assistance are available to someone new to the business. Also, the franchisor has a vested interest in the success of the franchisee. The more successful and profitable the franchisee is the more successful and profitable the franchisor is. It reminds me of the Yiddish proverb, "The right hand washes the left. The left hand washes the right. And both hands wash the face."
 

Barriers to Entry. Barron's Dictionary of Business Terms defines barriers to entry as "conditions making entry into certain businesses extremely difficult. These include high funding requirements, high technological or trade learning curves, unknown or little-known business practices, tightly controlled markets, stringent licensing procedures, the need for highly-skilled or trained employees, long lead times and specially designed facilities."

The barrier to entry into the green industry is perhaps one of the lowest of all the industries. I have numerous, successful clients who started their businesses with nothing more than the proverbial pickup truck and lawn mower when they were in their teens. They survived and did well. But for every one that made it, I bet there were dozens who did not. Today the green industry is flooded with new "entrepreneurs" who got down-sized, laid off or let go by their employer due to the current economy. They bought a mower, repaired an irrigation system for a neighbor or installed some pavers for a friend, and, bingo, they're the new business on the block.
 

Measure once, cut twice. Many new green industry entrepreneurs never make it past their first year or two. They epitomize the carpenter's adage, "Measure once, cut twice. Measure twice, cut once." Due to lack of training and education and inexperience, they have time to do it over but they don't have time to do it right in the first place. This costs them time, money and, for many, their jobs. If doctors, nurses, dentists, paramedics, etc., got into the medical profession the way that landscapers, irrigators and arborists get into the green industry, we'd all be dead.

Preparation and constant training is the key. Our Marine Corps drill instructors constantly hammered into us, "The more you sweat in peacetime, the less you'll bleed in war!" They were right. Unfortunately, there is little preparation required to get into the green industry. It's like you're handed a rifle and the next thing you know, you're on the front lines. This is not good! A little training would go a long way at improving your survival rate.
 

The solution. While they're not perfect (nor popular), licensing, certifications and re-certifications, seem to be the way to "bootstrap" and professionalize the green industry. Many of our state and national associations are moving in this direction and meeting with success. However, it takes a village. Well, maybe not a village, but a concerted effort by all facets of our industry. Contractors, state and national associations, manufacturers, suppliers, schools, state and federal legislators and consultants all need to cooperate and reinforce training, education and high professional standards.

Compulsory education, training, certifications and licensing may not be popular but it would probably be the best thing to happen to improve the green industry and the survival rate for contractors.