We Need to Take These Steps To Make the Cannabis Concentrates Market Mainstream

A decade ago, I was spearheading company growth for Atlas Snowshoes, which had just invented and launched a modern snowshoe. Some consumers associated snowshoeing with flimsy equipment, tedious exercise and winter vacationers who prefer to veer away from ski resorts.

That simply wasn’t going to work.

So we utilized innovative engineering and design to create equipment that people want to own and developed partnerships with major ski resorts around the world to create the luxury snowshoe experience known today. The lessons I learned then serve me well now as I face challenges – both similar and new – in the cannabis industry.