Where is the real value in plants? It's in perceived benefits. Dr. Charlie Hall, Professor and Ellison Endowed chair holder at Texas A&M University, is my first guest. We will discuss the environmental, economic, and eco-system services benefits of plants. Why benefits? People buy benefits not product features. The more you know about product benefits, the better able you are to market them and the higher price you can garner (which ultimately means more profits).