High Five: Michael Mejer

What’s the biggest challenge facing the cannabis industry right now, and how are you and/or your company addressing it?

The biggest challenge in the cannabis industry that Green Lane Communication is addressing right now is helping cannabis businesses with amplifying brand awareness, building trust, and establishing credibility. As most of us know, the cannabis industry news cycle is never short of breaking news and market developments that make up headlines. IRC 280E impacts how much cannabis businesses can budget to push their brand. Regulations around marketing and advertising make it a headache to run effective campaigns. As a cannabis-focused PR firm, we don’t take our role and responsibility lightly. Not only do we work hard to elevate cannabis companies doing right by the industry and community, we understand that our efforts play an important role in normalizing this plant, the industry, and the people they both impact in life-changing ways.

Where do you see the most exciting opportunity for growth and innovation in cannabis?

The cannabis beverage space is one I’m a big fan of and have been watching closely. It’s a product category I’ve been bullish on since the early days when the outlook wasn’t as bright. I’m glad to see the narrative shifting in a more positive direction, and lower-dose, less intimidating options being made available to the canna-curious.

What’s one piece of advice you would give to someone looking to break into the cannabis industry?

Network. Network. Network. Finding great people doing extraordinary things and building professional relationships that turn into friendships is underrated. It’s a tight knit industry and community. Burning relationships in exchange for a quick check is a fool’s game, and is probably advice that can go beyond the cannabis industry.

What is the most important thing you have learned from your experiences in the cannabis industry?

No matter how far along someone is on their journey in this industry, they are facing challenges in one way or another. Be graceful with yourself as well as others when handling difficult situations and working through tough times.

What do you want your legacy to be as it relates to the cannabis industry?

I would love to be remembered as someone who made sure that the right people were connected at the right time for the right reasons. Whether it was a business deal I helped facilitate or if it was a personal introduction that led to someone finding the best edible to help treat their ailment, there’s no greater feeling that connecting two parties that results in positive, win-win situations.

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