5. BREAK THE STEREOTYPE

Next is break the stereotype. Cannabis has had enough years being identified with the stoner archetype of Cheech and Chong and rolled high times and a lot of the various kind of media archetypes that have defined us for so long. When was the last time that we — anyone — had a chance to define a new industry? Was it prohibition? Well, alcohol was already legal before that, it went underground for a while, and came back. Not really the same thing. Maybe cellphones or the internet. Those had years to evolve. I can’t think of another time in which we’ve had an industry that’s gone from complete black market, from complete shut down, to all of a sudden charging forward into to the light as a major economic driver in our economy.

So, it’s our responsibility as entrepreneurs to define this brand as being something sophisticated, something conscious, something that’s aware of the state of the world, something that reflects the human condition. A brand that’s responsible, that cares, and that values the same values that everybody else does because, if we de-stigmatize this brand, we will be achieving that $80M or $80B dollar a year mark that in 2020 that people are speculating. And we’ll break the sealing off all of that because if we … demystify cannabis and define it as something beautiful, something responsible, then we’ve truly done our job to define this new industry.

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