An entertaining and informative look at an important era of change in the cannabis industry

This was my forty-second book I chose via the Reedsy Discovery program, for which I am the single approved reviewer for this new book. This review also appears on Reedsy.

If you’re interested in becoming a Reedsy reviewer (and have the chance to get paid “tips” to review books!) check it out here.

The Premise

Jamie Andrea Garzot recounts her journey from becoming a cannabis retail rookie navigating an unregulated market to a cannabis authority and advocate for cannabis legislation — from the wild heyday to legitimisation in the way cannabis is now distributed and sold. It is also Jamie’s story of tenacity throughout the lessons she learned the hard way, and how staying true to her vision paid off every step of the way.

The Pros

This was an entertaining and informative look at an important era of change in the cannabis industry.

Jamie is not of “cannabis heritage” but came upon the use of cannabis as a sleep aid. She recounts an experience visiting a store with a casually-clad laid-back employee and rude graphics on products along with labels like “Fire Crotch” and “Cat Piss” — these were typical of her competitors who promoted a lifestyle with the regular use of cannabis, which with she couldn’t identify:

I saw the potential to create a store that was different, that did not have the “stoner” customer at its center but instead embraced all customers. I envisioned a store and an environment inclusive to everyone, regardless of their cannabis background and experience; a store in which everyone, be they a lifelong consumer or a business professional using cannabis for occasional insomnia, could feel comfortable.

Despite having limited capital to invest, limited knowledge of the product herself, and not having a background in business, she focused on developing a clear vision. Her personality and grit helped her along the way as she embarked on the difficult journey of owning and running her own business.

Many customers were reluctant or fearful at first. She recalls experiences with customers — helping a reticent elderly customer to find hope after chemotherapy using cannabis as a last resort, helping a customer transition from opiate addiction to cannabis and then to no substances at all, and many others. These experiences shed light on the valuable work she was doing not just as an entrepreneur but as an advocate:

In becoming an advocate, I realized how important it was to not just champion cannabis; the conversation was bigger than that. More specifically, I began to see the importance of furthering the industry not for its own sake but to further its legitimization in our society; to both make it more accessible to those who needed it the most and to destigmatize the product and its industry.

There is a historical recap of the journey to legitimisation, and information about the political atmosphere that railed against the use of the substance. Through her own research and involvement with the cause, she became a valuable resource for others. There is a lot of specific detailed information here in terms of the legal and political aspects at the time, which I personally didn’t need to enjoy the book (as some of it went over my head, as I’m not from the U.S.A.), but it’s a treasure trove for those who would like all the fine details.

For me, I enjoyed learning a lot in general about this topic as I read, as I found it enlightening, and it was also inspiring to read about the author’s own journey from being “green” and naive in the industry to becoming such a formidable force for change. I particularly liked the personal details she shared — a tumultuous relationship, therapy, family drama, and much more. As she says: “life happens in the middle of trying to run a business” — this can derail you if you let it! These personal details made me appreciate even more the way she overcame her challenges to triumph in her career.

Conclusion

This was an excellent and informative read, with a lot of valuable information about a fledging industry that is still finding its way. I am grateful for the knowledge gained about this topic I was always curious about, and this is a good resource that I would highly recommend to other users.

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