My friends in the horticultural businesses have two choices. One is to align yourselves with the increasingly boring world of mass merchants, plant trademark companies, and mega growers. The second option can seem lonely at first, but in my opinion is the way forward. That market is smaller, but is willing to pay for craftsmanship, and quality. Just as in the restaurant business, there are places like Long John Silvers and Red Lobster, and then there is a place like the one featured in this movie trailer. It's about the world’s greatest sushi chef, 85-year-old Jiro Ono. Whether you are into sushi or not, the story is about "mastery" of your craft, and staying small. The restaurant owned and operated by Jiro Ono is located in a subway station, and serves only sushi. No appetizers or side dishes, TV shows, or endorsements. Just a tiny ten seat restaurant, that you have to make reservations for a year in advance! If you have read this blog for any length of time you know I am found of saying, "small is cool". I believe it's the way forward for my small business, and perhaps yours. Jiro Ono and his restaurant are an example of what can be accomplished. Easy? No. Worthwhile? Yes.