What’s the biggest challenge facing the cannabis industry right now, and how are you and/or your company addressing it?
One of the biggest challenges for cannabis brands right now is standing out. There’s so much high-quality product on the market. Growers have really dialed in their craft, so just having great flower isn’t enough to set a brand apart anymore. The real question is: how do producers, manufacturers, and growers create a unique identity beyond just the quality of their product?
A big part of that comes down to branding, taking that craftsmanship and turning it into a strong visual identity and story that really connects with people. Too often, I see producers still operating like they’re just selling weed, focusing only on the product itself instead of building a brand that speaks to their audience in a bigger way. At the end of the day, the most successful cannabis brands go beyond the product—they create an experience, a vibe, and a message that keeps customers coming back.
Where do you see the most exciting opportunity for growth and innovation in cannabis?
CannaPlanners isn’t really involved in co-packing, but I love the technology behind it. Every time I go to a trade show, I geek out over the machines and the efficiencies they bring to manufacturing—it’s just really fun to see. Companies like RollPros and Sorting Robotics are doing some amazing things, constantly innovating and pushing the boundaries of technology in cannabis. It’s exciting to watch.
From a digital marketing standpoint, I get that same excitement about the innovations we’re working on at CannaPlanners. We’re always looking for ways to streamline processes when it comes to making data more accessible. In fact, we’re creating our own data dashboard to make reading and analyzing key insights easier. On top of that, we’re constantly improving the tools we use to build websites and help manufacturers, producers, and retailers connect with their customers in more effective ways.
What’s one piece of advice you would give to someone looking to break into the cannabis industry?
If I could only give one piece of advice (which feels nearly impossible), but if I had to, it would be this: stay tenacious. Never, ever give up. If you refuse to quit, you’ll never truly fail. And honestly, if you keep pushing forward, no other piece of advice really matters, because you’ll figure everything else out along the way.
That’s the foundation. Everything else? You can Google it—or just give me a call!
What is the most important thing you have learned from your experiences in the cannabis industry?
The most important thing I’ve learned in the cannabis industry, and as a business owner, is the power of networking. This industry is still small enough that if you put yourself out there, you can get to know a lot of people pretty quickly. That’s why stepping out of your comfort zone, going to events, meeting new people, and building relationships is so important. These weren’t things I was naturally good at before starting a business, but being in the cannabis industry made it more accessible because the community is tight-knit, which made it easier for me to connect and close deals.
Now, if I had to pinpoint the one thing that really helped me improve at networking and relationship-building, it would be stepping out of my comfort zone. Owning a business in such a small industry forces you to do that, whether you like it or not. Over time, I realized that the more I pushed myself to have conversations, introduce myself, and put myself in unfamiliar situations, the better I got at it.
If you’re someone who’s naturally introverted or socially awkward like I was, you have to develop certain skills: initiating conversations, making eye contact, practicing empathy, and, most importantly, learning how to really listen. These are things I might not have picked up if I hadn’t been actively participating in industry events and immersing myself in the community. So beyond perseverance, being willing to step outside your comfort zone is key to success, and not just in cannabis, but in business in general.
What do you want your legacy to be as it relates to the cannabis industry?
I don’t think about it at all. Legacy? When I’m gone, I’m gone. And maybe that’s my answer. If I actually cared about how people remembered me in this industry after I’m gone, that would mean I was spending time worrying about something I’ll never even see.
There are a few reasons I don’t think about it. For one, like most people, I’m afraid of dying so I try not to dwell on it. If you’re not thinking about death, you’re probably not thinking about legacy, either. Also, I’m not looking for a statue or a street named after me. None of that matters.
What I believe matters is the impact we make while we’re here. I hope we help push cannabis normalization forward. I hope we play a role in shaping cannabis policy. I hope we have happy clients and create great work here at CannaPlanners. I hope I can provide jobs for people. It’s about what we’re building now, not what people will say when I’m gone. The only thing I hope for, after I’m gone, is that people had a good time with me while I was here.