From Budtender to Business Leader: Lessons in Cannabis Entrepreneurship

In 2019, I made a leap that left many scratching their heads. I walked away from a high-paying corporate job to work as a budtender in a Denver dispensary. The move wasn’t about money; it was about passion and the desire to learn the cannabis industry from the ground up. What seemed like a gamble at the time turned out to be the foundation for my career.

Today, as the president of Dialed In Gummies, I draw on those early experiences every day, turning lessons from the retail floor into strategies for running a successful cannabis brand. Here are the five most impactful lessons I learned on my journey from budtender to business leader, and how aspiring cannabis entrepreneurs can apply them to build their own success.

One of the first things I noticed as a budtender was how consumers reacted to limited-edition products. Brands that offered exclusive collaborations or seasonal items created a sense of urgency that drove sales. Shoppers weren’t just buying a product—they were buying an experience, a chance to own something rare and special.

At Dialed In Gummies, we took this insight and made it our hallmark. Each batch of our strain-specific gummies is unique, and we highlight this by numbering our labels, emphasizing the exclusivity of each run. This scarcity keeps customers coming back to see what’s new, creating a sense of loyalty through anticipation.

Partnering with other brands can amplify your reach and enhance your reputation. As a budtender, I saw firsthand how collaborations between dispensaries and well-known cannabis brands attracted attention and built trust with consumers.

When I joined Dialed In Gummies, I focused on building meaningful partnerships with flower providers, from small-scale growers to industry leaders. These collaborations not only help us create premium products but also introduce us to new customer bases. For aspiring entrepreneurs, the takeaway is clear: partnerships aren’t just a marketing tool—they’re a pathway to mutual growth.

The cannabis industry isn’t just about products; it’s about people. As a dispensary manager, I learned that successful brands show up for their communities, whether by attending events, educating consumers, or simply being visible.

When I started at Dialed In, I made it a priority to personally attend as many community events as possible, armed with branded T-shirts, lighters, and an eagerness to connect. Engaging with customers face-to-face allowed me to tell our story and build genuine relationships. Even as the company grows, we maintain this hands-on approach, recognizing that community engagement is key to building long-term loyalty.

During my retail days, I observed a simple truth: cannabis consumers love variety. While some stick to their favorite strains or products, many are drawn to new flavors and formats, eager to try something different each time they shop.

At Dialed In Gummies, we’ve embraced this consumer mindset by offering a rotating selection of flavors and strain-specific options. This variety keeps our offerings fresh and encourages repeat visits. For entrepreneurs, the lesson is to balance innovation with consistency, providing new experiences without alienating loyal customers.

As a budtender, I noticed that while big brands often relied on elaborate displays, smaller companies had to rely on their packaging to stand out. A well-designed label can make or break a product’s success on the shelf.

Early on at Dialed In, we focused on creating eye-catching, colorful labels that communicated our product’s value at a glance. However, we also learned that too much information can overwhelm consumers. Simplifying our packaging while including QR codes for additional details allowed us to strike the right balance between clarity and engagement. Entrepreneurs should remember: your packaging is often your first impression—make it count.

The path from budtender to business leader wasn’t easy, but it was invaluable. By starting at the ground level, I gained insights into consumer behavior, branding, and industry dynamics that continue to shape my approach as president of Dialed In Gummies. For anyone looking to succeed in the cannabis industry, the lessons are clear: prioritize authenticity, embrace collaboration, and never stop learning.

Sometimes, the clearest perspective doesn’t come from the boardroom but from the retail floor. My journey proves that with determination and a willingness to get your hands dirty, you can turn passion into a thriving business—and leave a lasting impact on the industry.

Would You Leave Your Career to Chase a Cannabis Dream?