I was named CEO in September of 2022 and we've made some big shifts. We have gone from focusing on top-quality plants to becoming an employee-centric… - Jennifer Moss

I will never forget the day we lost our largest customer in 2017. It was Feb. 16 at 2 p.m. when he walked in,' she recalls. 'We were doing 30% of our business with this one customer at the time. And they walked in and said, 'We're liquidating the business. I hope we told you soon enough.' And my dad sat there and said, 'I've got 70% of the seed planted. No, you didn't tell us soon enough.' So I hit the ground running. We were in the middle of launching a wholesale houseplant program at the time, so I was already on the road trying to pitch that program,

That should not be a badge of honor. We need to define what 'above and beyond' looks like,' Moss said. 'If above and beyond is you working 70 hours a week, and that's what I expect, then let's be explicit about that.

That has been a really hard lesson, though,' she says. 'I had FOMO — fear of missing out. I wanted to be in all places and all things. But that's not the case anymore. I know where I stand as a human. I know what I want to show up for, and I know how much currency I have in the tank to be able to accomplish things.