In this episode, host Greg Dunaway sits down with Amy Larson, a seasoned leader in cannabis marketing and operations, for a raw and insightful conversation about the state of the industry.

Together, they discuss the realities of market compression, eroding margins, and the painful lessons many brands and operators are facing in today’s cannabis landscape. Drawing from Amy’s experience at companies like Tilt and RX Green, you’ll hear candid reflections on what it really takes to survive and thrive—hint: it’s not just about chasing the next green rush or hoping for federal reform.

Greg and Amy also unpack the challenges of building authentic brands, surviving the race to the bottom in pricing, and navigating regulatory minefields with limited resources. They share hard-won advice for leaders and marketers, why authenticity and operational discipline matter more than ever, and what it means to be a cannabis advocate in both boardrooms and local communities.