You’re gonna hear me talk a lot about how the industry mainly sells removal. I want to make a point clear - pruning for reasons other than tree health (a rare case) is still removal. You’re just removing less of the tree. There are a lot of justifications for pruning, and I certainly won’t say all pruning is bad, but we have come to believe it’s good because we’re saving a tree from removal a lot of times. We can do better than damaging trees to save total removal if we build a new industry structure.

First things first: Go ahead and introduce yourself on the introductions part of the message boards, tell us where you're from and what part of the industry you're in. Our industry is on a path to self destruction. As long as we’re paid for the absence of trees instead of the presence of them, we’ll be trapped in a shrinking market, chasing short-term profit while killing the long-term future of our trade, and living environment. Apex Arborist exists to change that. This community is an incubator for a new way of thinking, one where arborists are builders of value, not just removers of risk and nuisance. We’re here to empower those growing businesses that expand canopy, grow influence, and reshape public perception. These are my ideas. They are not final, they’re just a foundation. Please contribute, push back, and improve them. Together, we can create an industry that actually deserves to exist. This is the first iteration of course content, so the subscription is launched at this discounted rate, as it gets built out and adds more value, it will go up in price. Bonus for you is you get to weigh in on what content needs to be made next. To keep the tree presence model content freely available, I will likely start a free community at the same time that this one goes behind a paywall. This is so Apex Arborist can become a paid space that adds value to people who want to push themselves, but the foundational ideas it is built on are freely available to all. A rising tide lifts all ships. Let us raise the tide before the ocean is gone. More trees, more arborist work to be done.