KATIE DUBOW’s Stories, Lessons & Insights

We’re looking forward to introducing you to KATIE DUBOW. Check out our conversation below.

KATIE, really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: What do you think others are secretly struggling with—but never say?
I think most people are secretly struggling with feeling like they’re not enough, not smart enough, not successful enough, not creative enough, not as “together” as everyone else seems to be. Imposter syndrome sneaks in quietly, even for the most accomplished people. We scroll through polished highlight reels and start to believe everyone else has it figured out, when in reality, so many of us are just doing our best to keep up and hoping no one notices the moments of doubt behind the confidence.

At every level- whether you’re a student, a CEO, or a creator- there’s this quiet fear of being “found out.” The truth is, that feeling is actually proof you care. You’re pushing yourself, learning, and growing. The people who never doubt themselves? They’re usually not the ones evolving.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Katie Dubow, president of Garden Media Group, a women-owned public relations and marketing firm that inspires Americans to live a healthy lifestyle through gardening. We’ve been helping brands in the home and garden industry grow for more than 35 years, blending creativity, strategy, and storytelling to connect people with plants.

What makes us unique is that we don’t just talk about trends, we create them. Each year, our Garden Trends Report forecasts what’s next for the green industry, from plant parenting to sustainability to wellness, helping companies turn insights into action.

Personally, I’m passionate about making gardening accessible and exciting for everyone. Whether it’s working with innovators like Costa Farms and Davey Tree, or supporting initiatives like Seed Your Future, my mission is to show how plants can improve our homes, communities, and the planet. Right now, we’re focused on helping brands lead authentically in a fast-changing, tech-driven world, because even in an AI age, people still crave the real connection that only nature can offer.

Great, so let’s dive into your journey a bit more. What did you believe about yourself as a child that you no longer believe?
As a kid, I was always told I was bossy, the one organizing the games, assigning roles, making sure everyone followed the plan. For a long time, I believed that was a bad thing, that speaking up or taking charge made me “too much.”

Now, I see that same trait as my superpower. What I thought was bossiness was really leadership, a natural drive to bring people together and make ideas happen. I’ve learned that having a voice, a vision, and the courage to use both isn’t something to shrink from; it’s something to celebrate. So no, I’m not “bossy” anymore, I’m the boss, and that little girl would be proud.

What did suffering teach you that success never could?
Suffering taught me something success never could: the “why” behind what I do. Someone I admire, Simon Sinek, says that when you start with why, you inspire others, and I’ve learned that suffering or struggling is what helps you find your why. When things are easy, it’s tempting to just keep moving forward without reflection. But when you’re struggling, you’re forced to slow down, to question, to strip everything back to what truly matters.

Suffering builds empathy, clarity, and purpose, the kind that anchors you when success eventually comes. It taught me that leadership isn’t about having all the answers; it’s about staying human enough to keep asking why.

I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What’s a belief or project you’re committed to, no matter how long it takes?
I’m committed to helping the horticulture industry eliminate the black plastic pot! No matter how long it takes. It’s one of those quiet but critical issues that we don’t talk about enough, and someone might come in a force us to act if we don’t act first. Those pots have been the industry standard for decades, but they’re nearly impossible to recycle, and most end up in landfills.

This isn’t a quick fix. It’s a long game that requires innovation, collaboration, and a mindset shift from growers, retailers, and consumers alike. But I believe the green industry… of all industries, should lead the way in sustainability. Finding a beautiful, functional, and truly circular alternative to the black plastic pot is not just a project; it’s a promise to the planet and to the next generation of gardeners.

Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. What are you doing today that won’t pay off for 7–10 years?
I’m investing in the next generation of plant people, and that’s something that won’t pay off for 7 to 10 years, maybe longer. Hopefully it will continue to impact the horticulture industry for decades. Through our work with Seed Your Future, the non-profit dedicated to introducing young people to horticulture, we are helping to inspire them, and their parents, to see plants not just as a hobby, but as a viable, vibrant career path.

We’re planting seeds (yes, something literally) in classrooms, career fairs, and online, knowing we may not see the full bloom of that work for a decade. But that’s the point. Real change in this industry takes time. If we want a future filled with passionate growers, innovators, and caretakers of the planet, we have to start nurturing those roots now.

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