Showing up at your horticulture business as your whole self

In the last five years, we have experienced unprecedented change as a species, as a nation and within the business landscape.

The workforce has transformed dramatically, largely due to a global pandemic that upended lives and reshaped priorities. People began to value family, free time and work-life balance in ways they hadn’t before.

At the same time, artificial intelligence has emerged as a disruptive force, but unlike past technological revolutions, AI is now accessible to everyone, everywhere.

Adding to this complexity is the influence of social media, which constantly shapes and distorts self-image. In the real world, there’s no filter to make us look like the versions of ourselves we see on our phones, televisions and computer screens.

It’s an overwhelming reality — one that makes it increasingly difficult for individuals to establish a true sense of identity in both their professional and personal lives.

In a world where identity feels more fragile than ever, authentic leadership starts with a deep understanding of your core values.

As a leader, your values act as an internal compass, guiding you through uncertainty and keeping you grounded amid technological shifts, evolving workplace expectations and societal pressures. When leaders are clear on what they stand for — whether it’s integrity, transparency, innovation or empathy — they can navigate change without losing themselves in the process.

More importantly, employees, colleagues and stakeholders gravitate toward leaders who show up as their real selves rather than hiding behind outdated corporate personas. Authentic leadership isn’t about perfection; it’s about consistency, self-awareness and the courage to lead with honesty.

In today’s business world, authenticity isn’t just a leadership trait — it’s a competitive advantage.

Brené Brown emphasizes that “authenticity is the daily practice of letting go of who we think we’re supposed to be and embracing who we are,” reinforcing that leaders who show up as their true selves create stronger, more connected teams.

Meanwhile, Simon Sinek reminds us that “a team is not a group of people who work together. A team is a group of people who trust each other.”

Trust is the foundation of high-performing organizations, and that trust is built when leaders lead with honesty, vulnerability and consistency. Employees today don’t just follow titles — they follow people they believe in.

Leaders who embrace authenticity don’t just inspire loyalty; they cultivate environments where creativity, collaboration and long-term success thrive. In a marketplace driven by uncertainty and rapid change, authenticity is what sets great leaders — and great businesses — apart.

Authenticity in leadership isn’t just about what you say; it’s about the story you live. Few industries embody this more than horticulture, where passion and purpose are often the driving forces behind a brand’s success.

Take Paul Ecke Jr., whose family’s poinsettia business transformed the way the world sees holiday plants. Rather than simply selling flowers, Ecke told the story of the poinsettia, shaping its emotional connection to Christmas and making it a staple in homes worldwide.

He didn’t just promote a product; he shared the mission behind it, educating the public, collaborating with scientists and personally engaging with customers and media. His authenticity built trust, brand loyalty and an entire market around his vision.

Just as Ecke’s story became a foundation for the poinsettia’s success, storytelling in business today plays a critical role in leadership. Employees, customers and stakeholders don’t connect with sterile corporate messages; they connect with real people, real missions and real values.

A business leader who embraces authenticity, openly shares their journey and stays true to their purpose fosters deeper relationships and long-term success. Whether in horticulture or any other industry, a compelling story rooted in truth and passion is the most powerful tool for building trust and lasting impact.

So, am I saying you need to bare your soul in the breakroom or start every team meeting with a deep dive into your childhood traumas? No, let’s not scare the interns.

But I am saying that authentic leadership starts with the courage to be real — to understand your values, show up consistently and lead in a way that resonates with those around you.

When we let go of the exhausting act of being who we think a leader should be and instead embrace who we are, we create workplaces where people feel valued, motivated and, dare I say, actually enjoy working.

Maybe that authenticity helps you land that rockstar salesperson who finally rounds out your team. Maybe it’s what seals the deal on that elusive big account. Or maybe it’s what leaves a lasting impact on the people around you, empowering them to lead with the same integrity, passion and trust.

And if all else fails, at least you won’t have to keep up the exhausting charade of pretending to be someone you’re not.

Now that’s a competitive edge worth cultivating.

This article appeared in the March 2025 issue of Greenhouse Management magazine under the headline "Showing up as your whole self."

Jennifer Moss is the Visionary (EOS Company) & CEO of Moss Greenhouses in Jerome, Idaho. She’s highly skilled at conflict resolution, challenging the status quo and attaining inclusivity.