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Everyone wants to launch a cannabis wellness brand… but as Mitchell Osak said on Legacies Live: It doesn’t start with the idea. It starts with the consumer — their need state, their problem, their channel. Know the consumer first. Build everything else backward.

Cannabis isn’t just THC or CBD. As Dr. Ife of DeMonet explains, it’s a buffet of cannabinoids — each with unique effects and potential for wellness. The future of cannabis isn’t one-size-fits-all. It’s personalized, informed, and science-driven.

“I don’t care where you fall on the spectrum — cannabis is medicine.” But as Emma Andrews (@nextleaf_oils) explains, the real innovation isn’t just in products… it’s in how we talk about them. How do you educate the wellness consumer while staying compliant? That’s the challenge — and the opportunity.

At one point, being legacy in cannabis was a badge of honour — it meant you came from the culture, not the corporate boardroom. But in my recent Legacies Live with Steven George Conville of @KronicReliefTO, he put it bluntly: “Legacy doesn’t mean sh*t. It gives you status in certain rooms… but that doesn’t mean the people who once bought from you are walking into a dispensary to buy your product.” It’s a hard truth — legacy may have built the culture, but it doesn’t guarantee survival in the legal market. The consumers have changed, the economics have shifted, and the sentiment that once fueled the movement doesn’t pay today’s excise bills. Is legacy still relevant, or has the term become a comfort blanket we cling to while the industry evolves without it?

“Stop wasting energy on what you can’t control. Focus on your data, your supply, your story — that’s where brands win.” 🎥 Clip from Legacies Live with Trevor Dayton (OCS)

“If something doesn’t have side effects… it doesn’t work.” That line from Ife Abiola (MD), co-founder of DeMonet, was a eureka moment during our Legacies Live conversation. In the cannabis space, we love to celebrate the plant — and for good reason. But pretending it’s perfect does the entire industry a disservice. Every effective medicine has side effects. Cannabis is no different. Acknowledging that truth doesn’t weaken our message — it strengthens it. It shows maturity, credibility, and a willingness to move past the hype into real education. Because when we treat cannabis with the same respect as any other therapeutic tool, we give it the legitimacy it deserves.

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Before @Kindselections became a respected name — it was a protest. In this Legacies Live clip, Tim Powers shares how his journey started with activism, not ambition. “I just thought it was right. We shouldn’t be criminals. Kind Selections was a bit of a protest — cannabis was legal to use as a medical patient, but I couldn’t have a cookie or an edible. That just seemed crazy.” What began as making medicine for himself became a movement — one rooted in personal freedom, patient rights, and the belief that access shouldn’t be criminalized.

“I’ll take one medication, please.” That’s the analogy Ife Abiola (MD), co-founder of DeMonet, used during our Legacies LIVE conversation — and it nails the absurdity of how medical cannabis education has been handled. Imagine walking into a pharmacy, asking for a medication, being handed a random bottle, and told nothing else. No dosage guidance. No contraindications. No context. That’s the current state for many Canadians using cannabis for medical purposes. We’ve normalized access without ensuring understanding. And for those relying on cannabis for pain, sleep, or chronic conditions — the difference between “a little guidance” and “none at all” can be the difference between getting better and getting worse. That’s why what Ife and DeMonet are doing matters — bringing individualized education and support to those who truly need it.

Most people chase the prettiest flower. Tim Powers chases resin. In our latest Legacies Live, Tim — Founder of @Kindselections , broke down what really matters in cultivation. “I’m not looking for the prettiest flower… I’m looking for resin.” Because not every cultivar that wins on the shelf wins in production. And if we keep boxing cultivation into what looks good in a 3.5 jar, we’ll lose the strains that built this industry in the first place.

“Direct Delivery’s time to shine.” 🌿 With all 40 government-run BC c🌿nn🌿bis stores closed during the strike, customers are flowing into private shops — and that’s creating opportunity. Retailers finally get to tell the story of local producers and direct delivery — showing consumers there’s more to the shelf than corporate supply chains. Sometimes disruption exposes who’s really built to adapt.

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