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Differentiate or die. Peace Tree Farm’s Lloyd Traven has been using that phrase as a wake-up call for the horticulture industry for the last 15 years. But he’s finally changing his tune. If you caught Lloyd at any of a number of speaking engagements this year you’ll know he thinks “differentiate or die” just isn’t enough anymore. “When consumers are looking at your benches or your website, they are asking themselves, ‘How does it make me feel? What does it do for me?” Lloyd says.