I’ve watched too many beauty and wellness brands hit $5M, $10M, even $20M in revenue before realizing they’ve been building on sand. The product works. The customers love it. The revenue is there. But when they try to scale into retail, raise capital, or expand their product line, everything fractures. The messaging doesn’t hold. The […]

Most launches fail not because the product is wrong, but because the strategy is missing. Here’s what a real go-to-market plan looks like — and where most founders get it wrong.

I’ve watched cannabis companies burn through capital trying to solve a creative problem with more creative. They redesign logos. They launch new strain names. They refresh packaging. They hire agencies to “tell their story better.” The revenue doesn’t move. Here’s what’s actually happening: most cannabis brands don’t have a positioning problem. They have a positioning […]