Author Paul Jarvis’ book Company of One is a sharp read for any small arboriculture firm owner or independent/contract climber doing business in the dynamic gig market of today. Jarvis provides immense insight into a wide array of successful small business ideologies and tactics, most importantly unlocking the secrets of what slow growth can mean in terms of the potential freedom it can provide the singular arborist. Whether dealing arboriculture direct to tree owners, or functioning as a subcontractor/freelance tree worker or consultant, Jarvis shows us that staying small can become a lucrative and wonderful art all to itself.

The great question Jarvis poses is how many, and what types of commitments do we want to make? That sentiment-the crucial relationship between us and our clients-echoes throughout the text. Not only that, but it really forces the arborist to question what type of work is really personally important. Then we can better decide who we want to work for and why. As a small business, our customers are vital. Essentially, this is a driving factor in doing meaningful work: actually making an impact in someone else’s life. Staying small provides us with ability to specialize and stay close to the people we work for. From this perspective, we can derive a real concept of just what our company’s value proposition is; what it is that makes us unique.

Jarvis shows us that if we are going to stand alone, we need to indeed be different. There is a real draw to individuality because it is authentic and true. And this, of course, is a much better investment than poor quality. It can be what you know as your brand, your personality or your custom knowledge base-whatever makes you special-is what people really want. As an individual operator, focusing on developing that special character can be one way to grow without growth.

Jarvis reminds us that there is no substitute for experience and the great networks and connections we put in place over time. Even if you’re alone in your company, it’s not possible to ‘do business’ by yourself. Find what it is you love to do, who you love to do it for, and how often you love to do it. Be honest and fair. Let your deliverables speak for themself. Specialize, and help your customers succeed.

That’s my idea of a successful arborist of one, inspired by a spectacular read: Company of One by author Paul Jarvis.

Thanks Paul.