Not Another CEO Podcast | Disrupting the Florist Industry - Michael Jacobson - French Florist

Disrupting the Florist Industry - Michael Jacobson - French Florist - Episode #66

September 30, 2025 / 01:02:04/E66

What does it take to reinvent an entire industry that’s been rooted in tradition for decades? In this episode, Michael Jacobson, CEO of French Florist, shares his journey from corporate consulting to transforming the floral business.

Michael explains how he grew a single 3,000-square-foot location into a $9 million operation by modernizing systems, cutting inefficiencies from the supply chain, and infusing emotion into every part of the customer experience. He also reflects on the challenges of scaling in a traditional industry, the decision to franchise, and the importance of mentorship, high standards, and culture in building a business that lasts.

Takeaways:

Develop a Strong Brand Identity: A major part of Jacobson’s strategy was creating branding that emphasizes emotional connection, redefining flowers as essential expressions of love rather than luxury items.
Listen to Your Employees: Before anything else, Jacobson prioritized understanding the needs of the staff already working in the flower shop. Their insights provided critical low-hanging fruit, such as switching outdated and costly phone systems, which paved the way for larger innovations.
Direct-to-Source Supply Chain: By eliminating unnecessary intermediaries in the supply chain, French Florist improved both the quality and cost-efficiency of their products. Direct relationships with flower farms allowed the business to offer fresher flowers with longer shelf life at competitive prices.
Prioritize Customer Experience: French Florist’s focus on exceeding customer expectations through personalized service has been crucial. They constantly seek ways to enhance customer satisfaction, such as offering unique video card messages to accompany floral deliveries.
Strategic Hiring and Internal Culture: Hiring talented individuals who align with the company’s values and culture has been a priority. Jacobson emphasizes unconventional and thoughtful interview processes to ensure new hires share the company’s vision and drive.

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