Winter 2023/24 Mini Interviews

Fun Interviews with Industry Leaders

Ariel Dixon
Market Development Representative,
Husqvarna
Elk Grove Village, Illinois

What inspired you to get into the industry?
My inspiration came after I got into this industry. My personal and professional life was not where I wanted it to be back in January of 2023, and I had been looking for a new role from the position I had prior to this. Husqvarna runs somewhat deep within my family history. My dad's side migrated to the Upper Peninsula of Michigan from Sweden and owned logging businesses throughout the years. Husqvarna chainsaws were a staple interior decoration wherever my dad left them in the house, and I NEVER in a million years would have imagined working for the same company that was so prevalent in my upbringing. Once I started getting a handle on my new role, I ran with it and have been completely inspired by my team, my leaders, and the company culture. Most importantly, I've been inspired by the connections I've made to the end users. The more I hear their stories and connect with them, the more dedicated I am to making change happen in finding the areas of opportunity.

What’s the best part of your job?
The networking is hands down the best part! The people that I have had the opportunity to come into contact with over the last several months has been incredible. From the mechanic to global corporate leaders within my company, every connection matters to me. I never realized the power of networking until I fully embraced this role once I had the confidence to do so.

What would you blow your money on?
A complete and thorough European tour of all things Harry Potter related. Also, anything my parents want. They worked hard so I could get here. They deserve it.

What’s the biggest challenge you’ve faced professionally?
It is a combination of building trust and lack of knowledge of the industry. I was very overwhelmed in the initial few months of my role just trying to figure out the industry and how companies like Husqvarna fit into it. Our equipment is AMAZING and there is so much to know and retain on product knowledge in such a fast paced, ever-changing environment that our industry is. My end users within the Chicagoland area landscaping community are amongst the most impressive in the country! Imagine brand new me with not much knowledge or history in the field coming up to a team that is in the list of top 10 within the country and has individuals whose life was built on the foundation of landscaping on their team. I have a lot of energy in my personality, tons of skills learned from other roles in my past and a lot of passion, but it took time for me to prove it and show to them that I can and will do big things to improve the experience that end users have with Husqvarna. I take pride in being their voice and continuing to represent their perspective from a regional level.

What’s the one thing that would make the industry better?
Becoming more connected and open to embracing a new approach to the way business is done within this industry. From being in it for almost a year, it is very obvious that lack of communication and perspective is one of the biggest areas of opportunity. Creating a healthier, more encouraging and collaborative internal culture is not easy when the mentality has always been more authoritarian. Don't get me wrong, there is a certain importance of respect and knowledge, but share it! Encourage others. Look at your employee as your most important investment and treat them as such. Empowering goes so much further than dictating. I will be transparent because there is so much power in doing so. I give my leadership, team, and company culture huge credit to my success over the last few months, but I would be doing a disservice to not use my secret weapon of breaking down perspective and shedding light on the issues if I didn't admit that we also are working to improve on these matters. From Global entities like Husqvarna, to the small one to two person crews out there, we can learn and grow from every perspective. Just like personal relationships, professional ones go a lot better when they are healthy, communicative, and open embracing change for a better outcome!

Who do you most admire in the industry?
I admire people who show the same passion I have for my role and following through to create change. Not to make it about the founder of SYNKD, but you know what, I will! I want to take a moment to highlight and admire Angelique Robb, the owner and inspiration behind SYNKD. As I mentioned before, I am new to this industry. I was tasked with reaching out to influencers and media within this industry to stop by the Husqvarna booth during the Equip Expo a few weeks back. I had no idea the level of insight and inspiration that came my way as I connected and got to know some of the most visible people in the industry. To be completely honest, I was positively overwhelmed by was all the activity on the floor in the best way. If you haven't gone to this event, please go. It is incredible, with so much to see and learn! I had reached out to Angelique prior to the show for scheduling, and when I say I got lost in our conversation and listening to her speak on the concept of SYNKD, I mean it! Everything she mentioned from the flow of interdepartmental communication to personal experiences hooked me more and more because it was so relatable to my role. There were times where I was like, "She gets me and is saying exactly what I'm seeing and learning out here." She was so kind and sent me a few issues of the magazine which was such a beautiful way to give me some more insight into all that your team is doing. The Equip Expo was fantastic, fast and memorable, but the one thing I do regret is not being able to give her the time she deserves at that moment. I look forward to any opportunity in the future to be able to continue our conversations and learn more from such an insightful and inspirational person.

What are you most proud of?
How far I've come. My hometown has a population of roughly 25-40 people in the Upper Peninsula of Michigan. As much as it will always be home, I never fit. I was loud, different, and definitely not willing to fall in line with what the traditional way of living is up that way. Don't get me wrong, that life is absolutely beautiful for the people that are happy in that space, and I admire them for it. I always knew within myself I was meant for something more. Something big. Similar to anyone else's life journey, I've had so many experiences that have knocked me down flat on my face and at that moment had no idea how I'd ever get out. There were times when I lost my way. I believe work should not be your entire life and you need to always have a healthy balance. Although this is true, when you find purpose within a role it creates a passion that transforms work into a part of who you are. Right now, in this moment, my role with Husqvarna is a huge part of me. I've never been so proud of myself for persevering to be where I am today. I've ran into so many roadblocks, no's, naysayers, doubts, and a lot of negative energy out there and I will continue to do so throughout my career. It is easy to believe them and give in, but if you learn to take in the negative and create a challenge to find a solution, you'd be amazed at the level of control you have to produce and create a positive outcome. Don't ever let anyone tell you what you are capable of. They aren't qualified enough to make that call, you are!

What is something not many people know about you?
I've been struck by lightning twice. It also kind of runs in the family. My Grandfather's Father's siblings got struck ringing a school bell, and one of them did die from it. I was incredibly lucky to have been in the situations I was in where the electricity was a passing energy and not the end destination that could have been the end of my days. Just know that I am the last person you want to be around in a storm, and yes, it hurts. :)

What’s the best advice you have received for your career?
This is more of a memorable moment that led to some really good developments on take away advice. As positive as I can be, there are times when I need someone to bring me back down to remind me of why the hard things are worth it. The robotics team at Mariani Landscape are redefining the Automower game here in Chicago and have been one of our biggest robotics success stories of North America. They graciously invited me to work directly with their team to learn about Husqvarna robotics and could not have anticipated how much I would come to learn and grow from them. During a conversation among many positive and engaging conversations that I've had with Tim Blinten, Production Manager, on this industry, he said "It's not always rainbows and butterflies." I'd be lying if I said that this didn't humble me a bit. He reminded me that there will always be challenges and issues and problems. People that I work alongside have years of experience and frustration on issues that affect them on a daily basis within their role. They may have been promised change with no action behind the words. Who am I to think that they should believe that I am here to create change? This is just one story to the hundreds that have driven me to fully embrace my role and the change I am capable of making. Challenge accepted!

What advice would you give to someone entering the green industry?
Be a sponge. Take it all in even if it's overwhelming at times. Immerse yourself and be open to any opportunity that comes your way as a way to learn valuable insight.

Dan Preston
Consultant,
Hardscape Mentor
Wisconsin Rapids, Wisconsin

What inspired you to get into the industry?
The art aspect of creating outdoor spaces.

What’s the best part of your job?
Enhancing people’s lifestyles.

What’s your favorite place you’ve ever visited?
Earth.

What would you blow your money on?
Retro sneakers.

What’s the biggest challenge you’ve faced professionally?
The growth and acceleration of my business and career.

What’s the one thing that would make the industry better?
Every single person in the industry knows each other.

Who do you most admire in the industry?
Wow. Tough question. Would have to be the first guys I ever worked for Tim Markgren and Arly Ziegler. They inspired the passion.

What’s your best childhood memory?
Traveling across the country in my dads semi truck.

Where’s your happy place?
On any hardscape jobsite!

What’s the key to great design?
Access and flow.

What three items would you take with you on a deserted island?
Laptop, cell phone, and a generator.

What has the quarantine taught you?
We all need to come together more than ever!

What’s your ideal Saturday?
Watching my kids play basketball.

What are you most proud of?
Deciding to start my own brand.

What is your favorite phrase, slogan?
Work hard and be nice to people.

What’s the best advice you have received for your career?
Be yourself.

What advice would you give to someone entering the green industry?
Surround yourself with others who have the same interests and passions.

What is your favorite karaoke song?
Lose Yourself by Eminem

Karen Larson
Co-Founder,
Soake Pools
Pembroke, New Hampshire

What inspired you to get into the industry?
There was a huge gap in the market in the US in 2013 when we developed our first precast concrete plunge pool. We wanted others to be able to install a pool that was beautiful, earthy and quality within a budget that was reasonable! We designed the pool for year round use, due to its smaller size. We also recognized that the timeline for gunite pools was long and we understood how our product would be a total game changer when it came to project timelines. Our vision was for every backyard in the US to be able to have a plunge pool!

What’s the best part of your job?
When a customer writes in to tell us how installing a Soake Pool in their yard has totally changed their lives (for the better) it absolutely makes my day! Bringing a beautiful functional body of water into a backyard really does change how our clients use their back yards! They spend more time outdoors.

What’s your favorite place you’ve ever visited?
Waialua, Maui Hawaii

What would you blow your money on?
A trip to Ireland with our entire extended family!

What’s the biggest challenge you’ve faced professionally?
When we first began to evangelize the plunge pool in 2015, we met resistance (bigger was always better) and confusion (why would we want to do that) from the landscape community. Patience and persistence paid off, as plunge pools are now household words and they are a product people understand and want!

What’s the one thing that would make the industry better?
More collaboration!

Who do you most admire in the industry?
Diamond Pools and Spas. They have been making very specific metal (copper) spas for a long time. They make a beautiful high end product and have not strayed from their aesthetic look!

What’s your best childhood memory?
I have a wonderful memory of a Christmas night back in about 1975 in Barre, Vermont, where I grew up. There was a big snowstorm and our family couldn't drive the short 1/2 mile to my grandmother's house (where dinner was being held). My parents loaded my sister and I up into a plastic sled (maybe 2 sleds) and pulled us through the snow-covered roads to my grandmother's. I remember the house being warm and smelling great, and feeling very happy!

Where’s your happy place?
Lake Morey in Fairlee Vermont

What’s the key to great design?
Great design is almost always understated, but so beautiful or unique that the admirer can't forget how stunning it was!

What three items would you take with you on a deserted island?
Guitar, running shoes, several cases of wine.

What has the quarantine taught you?
Quarantine has taught me that one doesn't have to cook all day or shop for days in order to entertain friends. We just want to gather (around a Soake Pool!) and be together. The food is social, and wonderful, but it is secondary to the company we crave.

What’s your ideal Saturday?
I love to get up early any day of the week and have a cup of coffee by myself. A long run is up there for top morning goals.

After that, I love to work and catch up on emails (sounds geeky). In the summer, an ideal Saturday involves family and friends at the lake, and often singing around the fire pit on the dock. Rowing in my rowing shell, or golfing with my husband are bonuses! In the winter, an ideal Saturday would be skating around Lake Morey on the skating trail, or cross country skiing!

What are you most proud of?
I am most proud of our two beautiful, smart, kind daughters. Second only to them, I am proud of the business we built.

What is your favorite phrase, slogan?
Love is My Religion! by Ziggy Marley

What is something not many people know about you?
We had chickens for 16 years (and will probably have chickens again) and I loved talking to our hens every morning!

What’s the best advice you have received for your career?
Decide who you want to be as a business, and be that. Decide how much you want to grow, and grow to that size. Don't grow just for the sake of growing.

What advice would you give to someone entering the green industry?
Be kind. Be open. Be innovative. And be humble.

What is your favorite karaoke song?
We Are Family by Sister Sledge.

Mark Goldberg
Account Manager,
Dynamic Green Products
Houston, Texas

What inspired you to get into the industry?
I have been a Arborist for two decades and wanted to continue to work within the tree care industry but in a supportive role as a manufacturer representative. There are so many tools Arborists need everyday to do their job effectively, efficiently and safe and when I saw what Scott Porter was doing with Dynamic Green Products (DGP) I knew it was a great fit and opportunity.

What’s the best part of your job?
Reaching out to folks every day who love trees and the environment as much as me and showing them our great products.

What’s your favorite place you’ve ever visited?
Sequoia National Park—Mind Blowing and Magical—It's my Disney Land.

What would you blow your money on?
Hiking Boots, Backpacks and anything associated with camping and hiking.

What’s the biggest challenge you’ve faced professionally?
The biggest challenge I have faced is accepting technology as the new normal. Technology has changed and will to continue to change the green industry for the better. I went through college without owning a computer so that was my biggest adjustment and accepting technology made me a better Arborist and Manager. My goal everyday is what am I going to learn today!

What’s the one thing that would make the industry better?
The willingness to accept technology and the willingness to keep learning.

Who do you most admire in the industry?
I have had a lot of great mentors as an Arborist and worked with a lot of great Horticulturalists and Landscapers. It would be unfair and challenging to point to one individual but the folks in the Tree Care Industry have always been eager to help and teach me throughout my career.

What’s your best childhood memory?
Bam💥That's a easy one. Climbing the Sycamore tree in the backyard when I was seven years old. I was always climbing into or sitting under a tree. Definitely was a place I felt safe and happy.

Where’s your happy place?
See above. Give me the shade of a tree and I'll be close by.

What’s the key to great design?
As an Arborist I didn't formerly design landscapes but I informed many folks on what trees NOT to plant. Planting the right tree in the right location is the perfect tree. It's when folks don't factor in height, canopy, root growth, flowers, watering needs etc is when trees become "A Problem " but the real "problem" is the designer wasn't informed and or educated how the individual tree grows.

What three items would you take with you on a deserted island?
A fire starter or matches, a knife and a water filter or water purification tablets.

What has the quarantine taught you?
Don't believe everything you read or watch on social media or tv. Educate yourself and ask a lot of questions and then ask more questions.

What’s your ideal Saturday?
Hiking with my Wife and our dog on some quiet trails.

What are you most proud of?
Being a Dad. Hardest job I ever had but I wouldn't change anything.

What is your favorite phrase, slogan?
I said this to my team daily when I was working as an Operations Manager for a Tree Care Company: "You need to go home with the same amount of fingers and toes that you came to work with".

A few years ago I said this and a new employee raised his hand during my safety meeting and showed his 9 fingers and I said I'll see you and your 9 fingers this afternoon.

What is something not many people know about you?
I am obsessive about safety in the work place. The Tree Care Industry is dangerous and I never wanted to call a team members family and tell them their son/dad/husband wasn't coming home. A hats off to all the Arborists who manage team members and make sure they come home safe every day.

What’s the best advice you have received for your career?
I received a lot of great advice but Dan Paul the owner of Green Horizons Landscape in Escondido, California, said to me twenty years ago "If your not 5 minutes early to a meeting your late".

What advice would you give to someone entering the green industry?
Listen and ask questions. The green industry has so many folks who are happy to teach you and pass down their knowledge. I wouldn't be where I am today in my career if I didn't listen and learn from my coworkers and mentors.

What is your favorite karaoke song?
Home Sweet Home by Motley Crue

Jenna Patrick
Writer,
SYNKD
Bozeman, Montana

What’s the best part of your job?
Every day, I get to listen to inspiring individuals who are passionate about what they do. In this industry, we care about doing things the right way, not just the easy way. I love that the people I talk to are solving problems for the industry as a whole, and openly communicating with others to learn. Using my skills to put their message on paper is the most rewarding job I can imagine.

What’s your favorite place you’ve ever visited?
To me, Nashville, IN felt like a little town from a storybook. When my partner and I visited in August of 2022, the color green followed us everywhere we went. Every sign looked like it was hand-painted and carved from wood and at every corner there was a different artist studio or rock shop you could pop into. My favorite aspect of the trip was the wildlife. I had never seen blue jays or cardinals in real life and the squirrels felt massive compared to the little red squirrels we have here in Montana.

What would you blow your money on?
I like to think I'm more of a saver than a spender, but I have to confess that I recently purchased a relatively expensive pet lizard somewhat on a whim. She's a beautiful uromastyx or spiny-tailed lizard found in some of the most scorching hot and practically inhabitable parts of the world. I love learning about different kinds of animals and forming relationships with them. If I had the money, I would probably own a zoo.

What’s the key to great design?
Research, communication, dedication, and an open mindset: this is what a project requires to push past average and into something revolutionary from my point of view. With my background studying graphic design, I understand the importance of a design process, and applying that to a medium that lives, grows, and impacts much more than meets the eye never fails to be a fascinating topic of exploration.

What’s your ideal Saturday?
After a warm cup of coffee and a well-savored breakfast, you’ll find me exploring a local gardening center or antique shop, visiting a museum or a zoo, trying out a new craft, taking the dogs to the park and settling down with a book.

What are you most proud of?
As simple as it sounds, I take pride in being a genuine and kind person with a backbone. I advocate for what I believe in, and I challenge myself to consider other perspectives as often as I can. I’m proud of my long-term relationship with my significant other, and I often think about how much we’ve grown as people over the years.

What is something not many people know about you?
I love to sing. I think I come across as shy because of my quiet nature, but if you put me on stage and play a song I know, I might surprise you.