Social Cues: Learning Your Role
Over the past few decades, we’ve watched a market transform from a symbol of rebellion into something far more structured. Back then, it wore a cape of risk and mischief—the thrill being you weren’t suppose to talk about it. Today, for many license holders, the struggle is not being able to.
In 2025, we’re standing on the edge of hemp-derived products lining shelves at the local grocery store. What was once wild and untamed has been bottled, branded, and sold—its raw spirit traded for corporate polish. The allure of rebellion has been replaced by SKU numbers and barcodes. We all know, when something shifts from a side hustle to a full-fledged job, the magic inevitably fades. The question now is: can we hold onto the soul of this plant as it grows up? Or will we lose the spark that made it exciting in the first place?
The Plant Grows, but what about you?
If you’ve spent even five minutes in this industry, you’ve likely learned the cream of the crop, rises to the top very quickly. For many Legacy Operators, this has become a brutal reminder, reflecting back a harsh reality: you can’t fake it here. In a space where many started in the illicit market, as soon as you get a license, the rules change, many are forced to make a choice—to grow with integrity or resort to old habits. It’s a decision that’s as personal as it is defining, and it will determine who thrives and who disappears into the haze.
Industry Archetypes
The industry is a strange beast—part Wild West, part Wall Street, part underground culture that refuses to die. The people who make up this ecosystem are as varied as the strains on a dispensary shelf, each with their own motivations, ethics, and ambitions. But when you step back and take a look at the bigger picture, you start to see patterns, archetypes that drive the industry forward (or hold it back). Some of these characteristics will bleed into others; here’s how these groups function and what roles they play.
The Purists: Guardians of the Plant
These are the true believers—the ones who see it as more than just a commodity. For them, the plant is medicine, culture, and legacy. They fight for sustainable growing practices, social equity, and the preservation of the old-school values that existed before legalization turned everything into a race for market share.
Implications:
The Purists often struggle in the commercial landscape. Their refusal to cut corners or chase profit at all costs means they’re frequently overshadowed by the big players. But they serve a crucial role: they keep the industry honest. As the industry becomes more corporatized, their voice will be necessary to ensure that it doesn’t completely sell out to Wall Street interests. They’ll thrive in niche markets, craft markets, and advocacy roles, but survival will require financial backing and strategic partnerships.
The Hustlers: The Pragmatic Capitalists
The Hustlers aren’t villains; they just have a different priority—making a living doing what they know best. They’re the ones who saw legalization as a gold rush and got in early. Some came from legacy markets, some came from completely unrelated industries, but they all share one trait: they know how to make money. They don’t necessarily have strong feelings about the plant itself—it’s a means to an end.
Implications:
The Hustlers will dominate the mid-tier market. They’re adaptable, willing to pivot, and not bogged down by ideology. As federal legalization inches closer, they’ll be the first to cash out—selling their companies to larger corporations or shifting into whatever new frontier emerges next. Some will go all-in on MSOs (multi-state operators), while others will stay nimble, finding new ways to squeeze profit from the shifting landscape.
The Gatekeepers: The Old Guard and the New Bosses
These are the power players—whether they’re longtime industry vets who don’t want new competition or corporate entities that see this space as just another industry to monopolize. They’re the ones pushing for regulations that benefit them and crush the little guys. They have the lawyers, the lobbyists, and the deep pockets to make the rules work in their favor.
Implications:
The Gatekeepers will be the biggest winners if the industry follows the same trajectory as alcohol or pharmaceuticals. They’ll create barriers to entry, buy up smaller businesses, and turn the space into a heavily regulated, corporatized industry. They aren’t innovators; they’re consolidators. If the industry tilts too far in their direction, expect more restrictive regulations, fewer independent businesses, and a market controlled by a handful of major players.
The Visionaries: The Dreamers Who Want More
Visionaries see what’s possible. They’re not just here to make money or protect the past; they want to build something better. Maybe it’s a dispensary that operates like an Costco, a lounge that blends high-end hospitality with culture, or a new way to grow, extract, or distribute. The problem? Vision alone isn’t enough. Many Visionaries lack the capital, connections, or business acumen to make their ideas a reality.
Implications:
This group is at a crossroads. Some will break through and redefine the industry—especially if they can secure investors or strategic partners. Others will get chewed up by the brutal realities of business. They’re the ones most likely to butt heads with Gatekeepers, and they’ll need to learn the game if they want to win. But if the industry is ever going to be more than just another commoditized plant, it’ll be because of the Visionaries who refuse to accept "business as usual."
The Veterans: The Disciplined Operators
Veterans are in a league of their own. Where corporations focus on numbers and traditional operators struggle with compliance, veterans focus on one thing—efficiency. Their discipline and training make them adaptable, able to pivot, execute, and build systems that work. For many, this industry isn’t just a business—it’s a mission that offers healing, purpose, and an alternative to pharmaceuticals.
Implications:
Veterans will thrive in operations, logistics, and compliance-heavy roles, where structure is key. Their ability to streamline processes and lead effectively positions them as industry leaders. They’re not just part of the industry—they’re setting the standard for how it should operate.
The Passengers: The Ride-Along Crew
Finally, there’s everyone else. Employees who just needed a job, investors who don’t care about the plant but see an opportunity, consultants looking to cash in on the hype, and countless others who are here because, well, why not? Their here for a good time, not a long time.
Implications:
This group is the easiest to overlook, but they make up the majority of the workforce. Their experience and perception of the industry will shape how businesses are run in the long term. Are they treated like disposable retail workers, or are they given paths to advancement? Are they educated on the culture and science, or are they just selling a product? Their long-term involvement will determine whether this remains a passionate industry or just another job.
Know Your Role
In case you have not heard it in a while; If you are here, you are already special. Nobody enters this industry without an having an edge to them; whether its the thrill of the flip, or the call to help others. The truth us, you’re probably drawn to the chaos because it’s where you thrive—it’s in your DNA. And let’s face it, you wouldn’t know what to do without it.
At the end of the day, just make sure your staying true to yourself, and know exactly why you are here. Sometimes its not about being the best ever, or even being the best right now; sometimes your purpose is to make someone else a better version of themselves, and that’s just real talk.
