Regardless of whether you breed, grow, handle, transport, import, wholesale or retail flowers, there is far more to your business than just flowers. If someone asks what business you are in, saying something like “I’m in the flower business” means you’re only partially correct.
Here are a few other businesses we’re all in:
The consumer satisfaction business
The fundamental purpose of any consumer business like floriculture for any link in the chain of supply is consumer satisfaction. This is especially true for retail florists; since their flower sales are primarily for gifts and special occasions, they need to satisfy two consumers: the purchaser and the recipient. On the other hand, everyone involved in every activity from breeding forward should also be in the business of satisfying consumers. Consumers are the ultimate judges of what sort of work we are doing.

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