Create thoughtful, responsible marketing. No overconsumption, promote proper cannabis etiquette, understand all the circumstances that surround cannabis, and be a trustworthy leader that helps legitimize the category. Lots of people are skeptical and others are looking for any way to bring you down. Don’t help the naysayers by acting irresponsibly. Another good idea: study the spirits category. They are decades ahead. Look for parallel behaviors that can help guide your cannabis brand into the future.

Understand the current deluge of products in market and the massive proliferation to come after the floodgates fully open. This makes branding critical. How are you different versus the competition? Do you have an interesting brand story to tell? Be a unique player in the market, not just another player. Eventually, when you can get your marijuana everywhere and anywhere, only the branded will survive.

Unless people have been actively involved with cannabis, they probably know very little about it. However, that doesn’t mean they aren’t interested in it, especially now that it is opening up more and more each day. Lots of people drink spirits, wine and beer, so of course they will be curious about this other way to loosen up and take the edge off. Also, many could use the medical benefits cannabis offers. In comes education. Tons and tons of education. The more you educate, the more you activate and the smarter you look.