Switching Lanes: Mainstream Expertise as a Catalyst for the Evolution of the Cannabis Industry

• This article emphasizes the crucial role of mainstream expertise in the growth and development of the cannabis industry.
• Interviews with industry experts such as Susan Thronson, a board member at Trulieve Cannabis Corp, illustrate how lessons from other business sectors can be useful to the cannabis industry.
• The discussion promotes reflection on the potential impact of institutional strategies in emerging markets.

With a profound shift in societal mindsets and growing legislative acceptance, the cannabis industry is blazing a trail into promising yet largely uncharted territory. However, navigating these emerging markets successfully warrants leveraging well-established principles from established business sectors. High-profile industry insiders think it's time to 'switch lanes,' incorporating mainstream expertise into the expanding cannabis industry.

Foremost among these insiders is Susan Thronson, a celebrated board member at Trulieve Cannabis Corp. Drawing on her extensive tenure at Marriott International, Thronson sees the volatility and uncertainty in the cannabis industry as surmountable challenges, provided they are tackled with proven strategies from established sectors. Her insights substantiate the notion that mainstream skills and expertise hold the key to weathering the storm.