21 Lessons Learned From Cannabis CEOs

Running a company isn’t for the faint-hearted in any sector. But when that company operates in the cannabis industry, the learning curve gets steeper. Even the most seasoned leaders face unexpected hurdles, ambiguous rules, and a volatile market that requires quick thinking and adaptability. Despite these challenges, lessons learned through trial, error, and experience can turn obstacles into stepping stones.

Cannabis Business Times recently spoke to four CEOs who candidly shared their most valuable insights—wisdom they’ve gained the hard way—so that others might benefit. Here are highlights from Christina Betancourt Johnson, Founder and CEO of Standard Wellness Maryland.

Embrace Progress Over Perfection

Perfection might sound like a great goal, but in a fast-moving industry like cannabis, it can be a roadblock. Christina Betancourt Johnson, who leads Standard Wellness Maryland—the first African American and Latina majority-owned, vertically integrated cannabis company in the U.S.—learned this lesson early on.

“In this industry, timing is everything,” Johnson explains. “Waiting for everything to be perfect can stall your growth.” Instead, she focuses on action: getting things done, even if it means iterating along the way. Over time, small upgrades and refinements can evolve into something remarkable. Her approach prioritises momentum over flawlessness, a strategy that allows businesses to grow, adapt, and improve organically.

Employees Are Your Lifeline

At its core, a business is its people. Johnson has seen firsthand the importance of treating employees not just as workers but as valuable individuals who drive success. “Put your people first, and they’ll put your business first,” she says.

When faced with a challenging decision to furlough employees due to store-opening delays, Johnson and her HR team took a thoughtful approach. “We personally called each employee to explain the situation and share a clear plan,” she recalls. The move cost more upfront, but it paid off in loyalty and morale. Showing genuine care and respect for staff has helped Johnson foster a team that works with dedication and integrity.

Deals Can Come Back From the Brink

In cannabis, negotiations can be unpredictable. Partnerships can falter, licensing agreements may hit roadblocks, and real estate deals can crumble at the eleventh hour. Johnson has a clear mantra for these situations: “Every deal dies at least once before it lives.”

Rather than viewing challenges as failures, she sees them as opportunities to rethink, reposition, and refine. “I’ve had deals that seemed completely dead come back stronger after I approached them differently,” she says. Persistence, creativity, and flexibility are key. For Johnson, the lesson is simple: don’t give up too soon. Often, what looks like a loss is just an invitation to try again from a new angle.

Trust Yourself—But Listen to Others

Leaders are often tasked with making the final call, even when they aren’t the most knowledgeable person in the room. Johnson stresses the balance between trusting your gut and leaning on experts.

“Humility is everything,” she says. Recognising your blind spots and seeking input can lead to stronger decisions. At the same time, experience—especially in understanding human behaviour and patterns—shapes intuition over time. “I’ve learned to sharpen my instincts by observing how situations unfold,” Johnson explains. A mix of confidence and humility allows her to make decisions with clarity and purpose.

Purpose Overcomes the Grind

The cannabis sector’s day-to-day operations can be relentless. It’s easy to get bogged down in the immediate demands of the job. Johnson, however, stays grounded by keeping her company’s mission front and centre.

Standard Wellness Maryland isn’t just about cannabis; it’s about equity, exceptional products, and uplifting communities. “Let your mission be your North Star,” she advises. When challenges arise—and they inevitably will—Johnson asks a critical question: “Does this align with our mission and values?”

The clarity of purpose keeps her team focused and motivated. By prioritising what truly matters, Johnson leads her business with intention, ensuring both the big picture and small details align.

Final Takeaway

For cannabis leaders, the path to success is rarely straightforward. Christina Betancourt Johnson’s insights—embracing progress, valuing people, staying persistent, trusting instincts, and focusing on purpose—offer invaluable lessons for anyone navigating this challenging industry. Her experiences serve as a reminder: even in a field as complex as cannabis, leadership rooted in authenticity and adaptability can turn obstacles into opportunities.

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