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Welcome back to Green Industry Perspectives! In this episode, Jay Worth welcomes Edward Morrow to the show!

Growing up on a farm instilled Edward's love of the outdoors from a young age. He was encouraged to learn another skill, so he studied and tried to earn his credentials as an accountant. But the trees kept calling him back. 

A creative by nature, Edward realized that there was a gap he could help bridge; many tree care company owners were passionate about their craft but didn't necessarily know best business practices. Eager to help but realizing that finances can quickly become dull, he created a fictional universe of tree care professionals incorporating these business practices. The book series is called Tree S.T.A.R.S., and you can find it on Amazon.

Edward also consults with many tree care companies about business development and speaks to communities about trees' important role in the ecosystem. 

Edward joins the show to share the keys to success from his time as a TRAQ arborist, author, and business consultant: building skills, investing in relationships, and developing great systems and processes.

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