Fresh from a month-long sabbatical, I am in both planning and reflection mode – and appreciation mode.
If we want to jump straight to the spoilers, here are two my biggest takeaways:
On a broad level: Remember why you do the work.
For me, that “why” is playing some small part in helping build this new industry.
On an individual level, the biggest takeaway is TAKE THE TIME OFF.
In any industry – but especially cannabis with its complexities and unique barriers – it is easy to lose sight of the “why” while you’re in the day-to-day grind. I’m grateful to work for leaders in the industry and take some small part – and embrace a big responsibility – to help build an inclusive industry through entrepreneurship and advocacy and make at least some impact on social justice issues related to cannabis.
Our national culture elevates the badge of being overworked, overscheduled, and overstressed. it is way too easy to get caught up in or buy into the “I’m too busy…” or “work ‘til you drop” mode. It is simply not healthy or productive as a long-term mode of operating.
After a month away – with an extended stay in the mountains with favorite people and activities – taught me that we can rely on others to step in for us, it is OK to unplug for a while and recharge yourself. The world won’t stop spinning. You’ll be a better and healthier thinker, contributor, and leader.
Appreciation and Gratitude
First, a giant thank you to Diane Czarkowski and Jay Czarkowski, founding partners of Canna Advisors, who created a company culture that rewards team members with a month-long sabbatical after completing 5 years on the team. And, when I went into “I can’t TOTALLY unplug for a month” mode, gently nudged me into accepting support from team members to do just that.
I’ve now spent about 20% of my career in cannabis. After a decade in wireless, where I got to work on countless award-winning projects and career-defining projects, the draw of work that was more than purely commercial got louder. In 2016, as part of an overall life reboot, I left that world to work in non-profit, moved to Colorado, and then was recruited into cannabis (thanks, Vangst!).
The main attractions:: The underlying social justice elements of the industry. Getting to help build a new industry from the ground up. The company, itself.
What I didn’t expect: The people. Sure, there are some bad actors, but overwhelmingly I’ve found genuine, supportive people all working toward the same purpose.
From the people I met at my very first MJBizCon in 2017 when I knew exactly no one outside my immediate team, to staff and board members and committee members at NCIA, and projects we’ve launched like PitchDeck, the people I’ve met stand out the most.
In particular, Coss Marte who I first met through our New York PitchDeck competition shines as an example of people who are improving the quality of life for others around them. (If you don’t know Coss’ story and mission at CONBODY, you should.) Other PitchDeck guest judges like Chanda Macias, Rafael De La Cruz, and Patrick Rea who are all making their mark on the industry – and make me feel like a slouch – are just a few other examples of the best and brightest who have been drawn into this industry.
I deeply appreciate the people and relationships who are all working together to help build the next great american industry
What’s Happened in 5 Years?
A LOT has happened since the fall of 2017. Two months after jumping in, I’d finished a re-brand, launched a new website, and prepped for MJBizCon. When I hit the ground in Vegas, I knew no one other than my immediate team. A quick peek at materials from that event shows that we had worked with clients in 23 states. Fast forward to today and we’ve now helped clients in 36 states win licenses and start cannabis businesses.
We’ve launched related brands and programs: H2 Talent, Trailhead, and a brand-new program for operators and brands coming in January 2023. I’ve spoken at regional and national conferences — with some of these panels being focused on social equity — and hosted events and made industry friends around the country.
We’ve seen new or expanded cannabis programs in at least 10 new states in all regions of the country adopt some level of cannabis programs – including my own conservative home state of Mississippi. And, recently we’ve seen glimmers of progress at the federal level.
With the unlimited upside potential of the industry, I’m grateful to have renewed clarity and focus for thinking about what comes next.
Planning, with a Refreshed Perspective
Like many companies, our team is smaller than it was pre-COVID. With that, my own to-do list has steadily grown into a beast and dedicated time for planning often gets sacrificed for execution and “get shit done” mode.
Time away from the grind reminded me of one of the things my direct reports and co-workers have long heard me say: What you take off of your plate is as important as what you put on it.
That, of course, is easier said than done with a lean and mean team – but that dynamic also makes this rigor even more important.
After being away for a month, I have ruthlessly slashed through stagnant items – moving them OFF my plate. And, with a fresh perspective, I have re-prioritized the most impactful ideas and tactics to keep and had time to generate new ideas for the coming year.
With refreshed enthusiasm I can consider bigger questions that impact the industry, our clients, and the growth of our company. What provides the most value to our clients? What will cannabis entrepreneurs need as the license application process changes? What will they need to get their doors open, increase profitability, or combat competition? How will they find us?
My defined role is VP of Marketing, but I have always maintained that effective marketing teams work outside their borders to be change agents across the organization. How do we need to pivot our brand, our services, our communications strategies to both be and be seen as the most helpful resource for cannabis entrepreneurs? How do we showcase the authority and expertise of the team? What provides the most growth opportunity for the company and an eventual exit? What is the right mix of being entrepreneurs, investors, and advocates?
As advocates, how do we keep social justice elements front and center with real progress as the goal? How do we best make an impact in the states yet to legalize? How do we support short-term and long-term movement at the federal level? Where and when do we need to have boots on the ground?
As entrepreneurs, how do we operate and grow in a post-COVID world and how do we counsel our clients for the same success?
I didn’t go back to count all of these questions — and I certainly don’t have the answers to them — but as I roll into the next 5 years, I am committed to rigorously exploring these ideas with my team members, other colleagues in the industry, and those who are considering jumping into this next phase of building the next great American industry.
I hope to have some of these conversations with you!
And, I hope you’ll remember to take time off, yourself.
Lisa Jordan 