The cannabis industry is unique in many ways. While the regulated market may be relatively new, the community itself is not—legacy operators had simply existed in the shadows, risking their freedom for the sake of the plant. As the legal industry emerges, one debate continues: do you need to have experience with cannabis (either as a legacy operator or a consumer) to succeed in the modern cannabis sector?
For other industries, the question is far less charged. A person can easily hone their skills and gain practical knowledge on the job. But with such a complicated history (and present, for that matter), the topic is often hotly contested within the cannabis community. After all, for decades, outsiders were not to be trusted—does that sentiment carry over today?
We posted this question on LinkedIn and Reddit to gauge what pot pros really think. Dozens of comments were received, with opinions fairly evenly split. While we couldn’t share every single response, we compiled several on each side of the debate.
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“This industry is not for the faint of heart…”
The cannabis industry is incredibly complex. From compliance to perpetual social media censorship, other industries do not face the same challenges.
Megan Prusynski, a cannabis marketing director, believes a passion for the plant is necessary to navigate the rollercoaster that is the cannabis space.
“This industry is not for the faint of heart, and not a career that is going to provide financial security or an easy path,” Prsynski said. “Some cannabis experience and a deep respect for the movement and industry really is necessary to avoid burnout.”
Author Ellen Holland shared Prusynski’s sentiments.
“Those without a true love for the plant will not survive long in an industry as volatile as cannabis,” Holland said.
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Authenticity and trust are also paramount for many in the cannabis industry. Plant professional Amanda Ferron said she is skeptical of those without experience due to the perceived cash grab that seemed to permeate the industry in the earlier days of legalization.
“If you don’t have a relationship with the plant on some level, I have a hard time taking you seriously in this space,” Ferron proclaimed. “Most of us had a relationship with her since before she was legal, and got into the industry because we love her so much. I feel like a lot of the people who don’t have a relationship with cannabis got into the space because they saw dollar signs.”
Fractional CMO Heidi Minx understands the skepticism, arguing it’s all about attitude.
“I think a lot of the hesitation towards folks who haven’t come from cannabis is how they approach it,” Minx said. “I’ve seen a lot of big egos: ‘We’ve come to save these cannabis folks who have been on the fringe for so long, we know more and will make it better!’ I think that is the real turn-off.”
Ganjier and cannabis critic Justin Hoegenauer agreed with Ferron and Minx, but added that gatekeeping is a widespread issue within the cannabis industry.
“Either indirectly or historically, experience with the plant is necessary,” Hoegenauer wrote. “Cannabis has a consciousness and has called on each of us in a way. Forcing yourself into the industry without respect for the community and treating it like another investment doesn’t work.
On the other hand, those already established in the industry should be considerate of others trying to get in. There’s a lot of gatekeeping and pulling the ladder up because someone new to the game might be from another area or educational background.”
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Marketable skills
With cannabis growing so quickly, the necessary education is a hot commodity. According to recent data, the sector is responsible for close to half a million full-time jobs (and counting).
Cannabis recruiter Stephanie Pow believes cannabis experience is a desired skill by many companies, who hope new employees can bolster the knowledge base throughout the organization. She argues that limited resources equate to more pressure on existing team members. The result is fewer existing managers with the knowledge needed for an entire team to thrive.
“There seems to be a trend towards wanting/needing experience when hiring. Right now, it’s more of a ‘Knower’s Market’ vs a ‘Learners’ Market, so that previous experience is frequently requested to ensure success for both sides.”
Industry vet Kristin Yoder argues cannabis experience can be a double-edged sword, particularly if you want to exit the space.
“Don’t count on your weed experience helping with a conventional job search, if anything…it’s a hindrance,” she cautioned.
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For the culture
Given the fact that cannabis is still so niche, knowledge is power. There’s also a certain sense of credibility that goes along with someone “from the culture.”
Mitch Pfeifer of ACTIVE and Respect My Region believes that a healthy mix of weed skills among team members will help a company thrive.
“Not every employee needs to have cannabis experience, but it is incredibly important to have trusted voices within company ranks that hold that experience,” Pfeifer notes. “The ‘culture’ might be irrelevant to certain aspects of business in general, but it’s imperative that you have both business and cannabis experience while in the ‘cannabis business’.”
Podcaster and educator Sara Payan agrees, especially since the marijuana space is unique in so many ways.
“I don’t think you necessarily have to have experience in cannabis if you bring passion and skill into your work,” she wrote. “That being said, the company as a whole should have a good mix of folks with cannabis knowledge and an understanding of industry nuances.”
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The theme of respect for the plant reverberated through many answers to the prompt. Many people argued that while being a weed smoker isn’t a prerequisite, you certainly need to recognize the plant’s place in our society.
“I don’t think you need to be a consistent consumer to succeed,” said Chris Olson of Emerald. “You should appreciate cannabis and its culture to advance in the industry. You’ll excel in any industry if you recognize the value of your products and the consumers purchasing them.”
Brian Holler of Beard Bros Pharms said holding space for the pot pioneers is also paramount.
“You certainly need to respect people that do consume,” he said. “You should also respect and understand history, how we got here, etc., and especially the people that came before you, and all their hard work and sacrifices that allowed you to be in the position you are.”
Room at the proverbial table
There’s an old saying that goes, “you can’t get a job without experience, but you can’t get experience without a job.” Many respondents to our query felt that folks who may be excited about the prospect of working in cannabis but are simply less familiar with the plant itself should not be discounted.
Beth Adan, a publicist and marketing expert, believes that turning away prospects due to a lack of plant-touching experience is counterintuitive to the culture’s very nature.
“The cannabis industry has been historically open to people from all walks of life and those who are seeking an alternative path to the mainstream,” she noted. “I think it would be counter to the history and culture of the industry to purposefully exclude people, especially based on a lack of experience.”
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Several others in the comments noted that cannabis has a steep learning curve—but it’s not impossible to grasp.
“Everything is teachable,” said Leah Kolross. “It just depends on the employer and position.”
It’s also important to note that outsiders can bring with them fresh perspectives. As Devin Quarles bluntly asked, “Maybe the better question is: Does the cannabis industry need people without cannabis experience to survive?”
Joey Brabo of Respect My Region said sometimes, non-consumers are better suited for specific sectors, such as marketing and branding.
“I prefer no experience for certain tasks; that way, the bad habits and bias don’t create inefficiencies in areas that legacy cannabis isn’t really great at,” Brabo said.
Much like everything in cannabis, there were many opinions on the subject of experience. But regardless of what people believe, the space is growing and there’s a real need for qualified individuals on every side of the vertical. Whether it’s an accountant or an extractor, a human resources director or a head grower, there’s room for everyone in the industry.
