The cannabis industry wasn’t built in boardrooms—it was cultivated by people who lived it, worked it, and understood its culture long before it went mainstream. For me, the journey started in 2013 as a wholesale rep in Arizona, when the cannabis market was still in its infancy. Those were the days of hustle, learning, and figuring out what worked—and what didn’t—in a market that was evolving faster than anyone could keep up with.
Over the last decade, I’ve seen the cannabis industry grow into what it is today. I’ve worked alongside some of the largest and most recognizable brands in Arizona, navigating the highs and lows of a space that was trying to find its identity. Along the way, I saw brands rise and fall. The ones that failed were often the ones that prioritized flash over substance, hype over trust, and quick profits over connection to the community.
The Turning Point: A Lesson in Community and Trust
Two years into my journey, I reported directly to someone who came from Red Bull as a VP. He had an outsider’s perspective, but he also had a vision that I didn’t fully understand at the time. He knew exactly where this industry was headed: toward something bigger. He saw that cannabis could follow a path similar to Red Bull—where a brand becomes more than a product, where success is built on community, trust, and culture.
Back then, I pushed back. I worried cannabis would lose its soul. I thought it was on the verge of turning into something corporate, the only things that mattered was grabbing attention. To me, cannabis had always been deeply personal. It was about more than flashy branding or clever marketing; it was about connection, authenticity, and respect for the plant and the people who love it.
Looking back, I can see where he was right—and where I was too. The industry has become what he envisioned, and the cracks in the early cannabis brands approach are already showing. You can’t build a lasting brand on hype alone. Big marketing budgets and celebrity names might get people’s attention, but without trust, without connection to the culture, it’s just noise.
What We’ve Learned: Hype Doesn’t Build Loyalty
Over the years, I’ve seen firsthand what works and what doesn’t in this industry. The brands that thrive are the ones that understand cannabis for what it truly is—not just a product, but a culture, a community, and a lifestyle. They’re the brands that focus on quality and consistency, that listen to their customers, and that build trust over time.
On the other hand, I’ve watched brands crumble because they thought they could borrow strategies from other industries without understanding what makes cannabis different. They treated cannabis like just another commodity to sell, ignoring the roots of the culture that built this industry long before legalization.
The truth is, cannabis enthusiasts can spot inauthenticity a mile away. They care about the product, the experience, and the values behind the brand. They don’t just want something to buy—they want something to believe in.
The Balance: Trust, Quality, and Authenticity
The last ten years have taught me that building a brand that lasts in cannabis isn’t about quick wins or empty promises. It’s about striking the right balance:
- Trust: Creating something people can rely on.
- Quality: Delivering products that speak for themselves.
- Authenticity: Staying true to the roots of cannabis culture and the people who built it.
These values aren’t just buzzwords—they’re what make the difference between brands that fade away and brands that stand the test of time. It’s not enough to look the part; you have to be the part. You have to respect the plant, honor the culture, and deliver on your promises every single time.
Where the Industry Is Heading?
Today, the cannabis industry has grown into something few of us could have imagined when we started. It’s bigger, more visible, and more mainstream than ever before. But what hasn’t changed is what the community cares about: quality, connection, and trust.
The future belongs to the brands that get this right. The ones that don’t just see cannabis as a product but as a movement—something that brings people together, inspires creativity, and fosters a sense of belonging.
For me, this journey has been about more than learning the business—it’s been about understanding the people who make this industry what it is. It’s been about listening, learning, and never losing sight of what matters most: respect for the culture and the community.
Because at the end of the day, hype fades, but trust lasts.