The first few chapters\u00a0cover\u00a0the multi-faceted\u00a0skills and core values\u00a0that Berner\u00a0learned from his first job in the cannabis industry, at early\u00a0San Francisco-based\u00a0medical-only dispensary,\u00a0The Hemp Center.\u00a0\u00a0\u00a0<\/p>\n
\u201cFirst and foremost, cannabis is a medicine no matter what,\u201d Berner\u00a0tells me\u00a0emphatically. \u201cNo matter how recreational cannabis becomes, this helps people. That was the biggest lesson I learned at The Hemp Center,\u00a0and\u00a0I\u2019ve\u00a0implemented that into Cookies\u2014the menus we curate, the way we educate people on them. Second,\u00a0it\u2019s\u00a0about understanding the customer and making the experience about the customer.\u201d\u00a0<\/p>\n
Writing about the founding of Cookies, Berner\u00a0advises readers to,\u00a0\u201cNever lose sight of the value you bring to the table,\u201d\u00a0a sentiment that belongs in any field.\u00a0\u00a0\u201cYou have to stand strong on what you bring,\u201d he writes.\u00a0\u201cThat\u2019s\u00a0almost as\u00a0valuable, if not more valuable than money. Whether that be\u00a0cannabis or music\u00a0or fashion. When you have an eye and knowledge for something, when you have experience in certain industries,\u00a0that\u2019s\u00a0very valuable.\u201d\u00a0<\/p>\n
Throughout\u00a0Becoming Legend<\/em>, Berner goes into\u00a0great detail\u00a0about how Cookies so successfully expanded into a fashion and cannabis brand, all without sacrificing the authenticity that the brand was founded on.\u00a0\u00a0<\/p>\n \u201cWe do things that make sense, and that\u2019s where our marketing is,\u201d\u00a0Berner\u00a0says when I ask him about Cookies\u2019 marketing strategy.\u00a0\u201cThe way we place products in\u00a0peoples\u2019\u00a0hands is very authentic\u2014it\u2019s\u00a0very real\u2014which leads to natural brand support.\u00a0We gave products to people who actually enjoy them and can spread the word.\u00a0It\u2019s\u00a0very organic that way\u2026It\u2019s\u00a0not like traditional marketing.\u00a0It\u2019s\u00a0not anything you can get a playbook for. We\u00a0sort of wrote\u00a0our own playbook, and that made us very authentic.\u201d\u00a0\u00a0\u00a0\u00a0\u00a0<\/p>\n Along with\u00a0Cookies\u2019\u00a0journey as a brand stretching\u00a0from\u00a0Los Angeles\u00a0to Bangkok, Berner also\u00a0candidly\u00a0discusses\u00a0the\u00a0dark episodes of life\u00a0in\u00a0which cannabis was\u00a0a healing tool for him, everything from the grief of his mother\u2019s death from stomach cancer to his own diagnosis of\u00a0Stage 3 colon cancer.\u00a0\u00a0\u00a0\u00a0<\/p>\n Toward the end of the memoir, Berner\u00a0memorably\u00a0writes,\u00a0\u201cYou have to be down to come up, and it\u2019s the struggles that make the success so enjoyable.\u201d\u00a0<\/p>\n That ethos extends beyond the page and into his day-to-day reality as\u00a0a\u00a0businessman.\u00a0<\/p>\n \u201cWhen you\u2019re an entrepreneur, when you\u2019re CEO and when you\u2019re the face of the company, life is tough,\u201d Berner\u00a0says. \u201cI feel like you really have to enjoy the moments when you\u2019re\u00a0up and\u00a0realize you wouldn\u2019t feel so good if it wasn\u2019t for all the trials and\u00a0tribulations\u00a0you went through.\u201d\u00a0\u00a0\u00a0<\/p>\n For any aspiring\u00a0entrepreneurs\u00a0who want to\u00a0learn\u00a0the billion-dollar strategies that turned Cookies into a global enterprise,\u00a0Becoming Legend<\/em>\u00a0is\u00a0definitely\u00a0a\u00a0must-read\u00a0endeavor.\u00a0\u00a0\u00a0<\/p>\n Originally published in Issue 53\u00a0of Cannabis Now Magazine.<\/em><\/p>\n The post BOOK REVIEW:\u00a0Becoming Legend\u00a0by Berner<\/a> appeared first on Cannabis Now<\/a>.<\/p>\n
Anyone\u00a0who\u2019s\u00a0had any level of experience working in the cannabis industry and running a business can attest to how tumultuous it can be. With tremendous highs\u00a0(chuckle)\u00a0and even\u00a0gut-wrenching\u00a0lows, running a successful\u00a0cannabis\u00a0business is\u00a0unlike anything in other more established industries. From memorable collaborations and exciting expansions to issues with regulatory bodies and,\u00a0unfortunately,\u00a0the occasional\u00a0lawsuit,\u00a0it\u2019s\u00a0a journey\u00a0worthyContinue Reading<\/a><\/span><\/p>\n","protected":false},"author":559,"featured_media":0,"comment_status":"false","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[3931,416,50,1266,85,19799],"tags":[],"_links":{"self":[{"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/posts\/86320"}],"collection":[{"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/users\/559"}],"replies":[{"embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/comments?post=86320"}],"version-history":[{"count":1,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/posts\/86320\/revisions"}],"predecessor-version":[{"id":86321,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/posts\/86320\/revisions\/86321"}],"wp:attachment":[{"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/media?parent=86320"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/categories?post=86320"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cannabiscultivatornews.com\/home\/index.php\/wp-json\/wp\/v2\/tags?post=86320"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}<\/figure>\n
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\nRead More: BOOK REVIEW:\u00a0Becoming Legend\u00a0by Berner<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"