Edward Morrow believes every business can benefit from an advisory team. Photo courtesy of Kevin Dantes.

If it’s more than five hours away, I don’t drive – I fly. It’s a rule of thumb I follow, like a cautionary ANSI standard. But I was so eager to attend TCI EXPO ’25 in St. Louis and see new terrain that I just hit the road.

From Georgia, it was a 10-hour drive through a majestic geographical display of rolling hills, autumn-colored mountain ranges, silver ribbons of rivers and golden farmland. Time for reflection. Time to recalibrate.

I thought back to the end of 2023, when I received an email from Heather Dirksen, currently the head of PHC growth at Chicago-based Canopy Service Partners, where she helps partnering tree care companies set up and expand their PHC service lines. After learning more about my business and tree care background, she encouraged me to attend TCI EXPO ’24 in Baltimore. Feeling reassured that I had valuable knowledge to contribute to the industry, I not only registered but also submitted my own presentation, titled “The Financial Playbook for Tree Care Professionals” – and it was selected.

That was my first time attending what I now call “tree-professionals’ paradise.” From those wearing blazers to production attire, TCI EXPO is large enough that every type of tree care stakeholder fits in. Before presenting, I met Heather in person for the first time, along with Gail Cioffi, CPA, a tree care-focused financial expert in her network. After my session, we walked the amped trade show to meet other professionals and take in the sights of expansive equipment. I learned more about PHC services and products as Heather conversed with suppliers, while Gail and I discussed Section 179 write-offs for heavy machinery.

Strong roots, expanding networks
Because of Heather, I met David Mauk of Houston-based Jones Road Tree Service at a private dinner. Either you first see David thanks to his height, or you hear his enthusiastic laugh. He wears his commitment to tree care on his sleeve, especially when it comes to the advancement of arboriculture and continuous education. From his company logo and the certification patches on his crisp company shirts, you know immediately that he takes tree care seriously. Between Gail and David, I learned a great deal about the financial inner workings of a well-oiled tree care machine.

Heather Dirksen with one of her Canopy Service Partners clients, Willow Tree & Landscape Inc., conducting beech-leaf disease treatments.

You see, Heather had connected Gail and me with David after recognizing his commitment to growth. She brought together people in her network she believed could help him – Gail to help ensure the company remained financially healthy, and me to share arborist and business insights.

Today, we all keep up with each other, and David and I actually speak about once a week. Conversations range from how to implement community tree care programs and increase the company’s brand visibility to ways to improve direct sales, tapping into current markets to share new PHC opportunities. When I next saw Heather and David in person at TCI EXPO ‘25 in St. Louis, it felt like no time had passed.

Building a dream team
We all know that tree care can be an arena full of huge egos, yet the relationships we forged through TCIA have been generous and supportive. Our synergistic framework is unique. Heather is passionate about connecting the right people to help companies in the tree care industry reach their goals. Gail is a precise accountant who understands tree care, integrating CRM systems with ease and helping businesses reach their key numbers like revenue-per-hour and other metrics. I bring my knowledge as a former accountant and tree care business owner, along with my experience as a production and consulting arborist.

Together, Gail and I have developed dashboards, initiatives and frameworks to help Jones Road Tree Service grow. Each month, Gail releases the financials and KPIs in a consistent fashion for the team to analyze. And David is a true student who listens intently and asks questions – but, even more important, has the experience to think for himself and execute with conviction.

Gail Cioffi and David Mauk at TCI EXPO ’24 in Baltimore.

Our meetings are productive, practical and totally positive. And our advice touches on many areas, not just business. That’s because David is more than just a good businessperson – he’s a good person. And when you meet good people who want to do good things to help their companies grow and serve their employees and clients better, that’s a great thing. Those are the people you go to bat for. The people you enjoy talking to weekly. Whether for a minute or an hour.

Conclusion
TCI EXPO is worth the drive, whether you’re connecting with returning professionals or sharing stories with industry newcomers. As I traveled back home past seas of trees from Missouri to Georgia, it puzzled me that tree care businesses live in a world plagued with scarcity thinking and a lack of collaboration. An advisory team, like the one I’m part of, can include fellow tree care professionals as well as big thinkers from outside our industry. That mix can make you stronger and more effective, while also providing support and camaraderie so you’re not climbing alone. Stay open to new connections – while we don’t like accidents in our line of work, sometimes the greatest professional connections and relationships do, in fact, happen by accident.

Edward Morrow combines his knowledge as an accountant, arborist and author to help tree care professionals supercharge their careers. Under the TREE S.T.A.R.S. brand, he develops community urban-forestry programs, helps tree care businesses develop client retention/engagement programs and publishes arborist adventure stories to inspire the next generation of tree care professionals.