From Rob McPherson, former Presudent Bacardi Canada I am not sure why so many people think cannabis is so different:
- as a product, touting it as a "wonder drug" with no side effects or negative consequences from consumption
- as something everyone should be using
- as a business that lends itself to full and complete value chain integration (separate from jurisdictions that require it)
My broken record statement is this - recreational cannabis is a discretionary consumer good. A want, not a need.
Even at the medical level, it may be a wonderful drug, but it is not a wonder drug. People need to stop saying it cures this or prevents that - it is irresponsible. It can certainly help a great many, but not everyone, for everything.
As a business, cannabis is subject to the same terms, conditions and requirements as any consumer goods business
- a clear and deep understanding of the target
- a value proposition that the target covets
- a focus and discipline to build, refine, prove and then expand the proven
Get out of the smokey haze and look at cannabis for what it is - a nascent business that requires responsible management and a product that requires respect in marketing and use.