‘The people foundation’

Brands are incredibly powerful. Starbucks is all about quality and consistency, and when I walk into one of its stores, I know that my regular coffee order will taste the same every single time (or they will make it right). When I walk into a Trader Joe’s, I know that there will always be samples of food and fresh brewed coffee in the back to enjoy while I’m shopping. These brands make me think of consistency, quality and store experience.

Though relationships with associates and managers are established within individual locations of national chains, I don’t know the people who work at those stores like I know the people who own local businesses in my community. I know most of the owners and staff by name, and they know me, because they are there most days and often work at the same store for several years. There’s consistency in the people, who are essential to developing a great local brand.

When I talk to independent garden center owners and staff, one thing I always ask is, “What sets you apart from other garden centers?” More often than not, they mention the tenure of their associates, many of whom have been fixtures at their stores for two decades or more, and the fact they are a family-owned business. Yes, these factors distinguish garden centers from other industries, but not from one another. What makes this industry so powerful is its people, their dedication and passion for what they do.

Leaders recognize this. Back in August, I asked AJ Petitti, president of Petitti Garden Centers with nine locations in Northeast Ohio, what has made his business successful. Without hesitation, he replied, “Our team, period.”

I posed a similar question to Julie Kouhia, the new CEO of Molbak’s Garden + Home in Woodinville, Wash., who is on this month’s cover. I asked her what makes a great CEO. She said, “Having a great team.” The company is poised for growth in 2016, and one of the most important factors for preparing for this potential expansion was building the “people foundation,” she said. Without good people, there is no quality, consistency or positive store experience. They are the ones who make, or break, a great brand.

Michelle Simakis msimakis@gie.net