What’s the biggest challenge facing the cannabis industry right now, and how are you and/or your company addressing it?
Taxes, lack of investment, continued stigma. As a photographer/videographer I do my best to indirectly combat some of these issues in two parts:
1. Being a storyteller, whether its a cultivator or manufacturer there are a lot of stories in the industry that still need to be told
2. Highlighting the beauty of the plant, or as I like to say “Inspire through imagination” to help break down some of the stigmas
Where do you see the most exciting opportunity for growth and innovation in cannabis?
Everywhere. I still think there’s a lot of opportunity globally in every sector, as the industry is still growing. More states and countries are coming online, and the U.S. needs to figure out what they are doing because other countries have already developed extremely lucrative systems in the global marketplace.
If I had to pinpoint I would say either
1. Marketing (if we ever get the same privileges as alcohol, you will start seeing more ads on TV, Google, etc.) + 208e and we can write off marketing expenses
2. Distribution – if we ever get state-wide DTC or intercommerce or even global shipping
What’s one piece of advice you would give to someone looking to break into the cannabis industry?
Your network is your networth. The people you get to know in the industry are the most valuable asset you will have.
What is the most important thing you have learned from your experiences in the cannabis industry?
It’s still a very immature and fragmented industry with only a few people doing it correctly in terms of management structure and role expertise. This includes marketing and sales.
What do you want your legacy to be as it relates to the cannabis industry?
I want to inspire people through my images and videos. I want to share the stories of the people I’m lucky enough to work with and have those stories sustain themselves. I want people to see my work and say I helped push the industry forward even if it’s the tiniest, microscopic steps.