In 2013, I launched my first weed business and began my career in cannabis.
Since, I’ve worked with a wide range of cannabis startups in a wider range of markets.
And, with all of their differences, the thing that the successful ones all seem to have in common is a deep-seated understanding of these 3 lessons:
Lesson #1: It’s not about you, it’s about them.
There’s a lot of prettier versions of this, but at its core, “they” are more important than “you.”
The person who buys what you’re selling is more important than what you’re selling and who made it.
Who is your ideal consumer? Be specific.
A brand like 710 labs that’s dropping limited release flower at a premium price isn’t selling out because it was a small batch; they’re selling out because they know exactly what their best customers want, which is access to exclusive options curated specifically for the connoisseur.
They’re not trying to sell that idea to the entire market, they only need their best customers on board.
Lesson #2: The problem matters more than the solution.
For whatever reason, there’s a mental block for many in the cannabis industry that happens when you say “problem” but you mean “use case.”
