Will Read, founder and CEO of CannaPlanners, shares his hard-earned lessons from a decade in the cannabis industry, offering his perspective on what it takes to succeed. He pushes back against common advice like "do what you love," instead pointing out the importance of doing what you're good at, knowing your weaknesses, and never giving up. Will breaks down the key values every cannabis entrepreneur needs, from resiliency and integrity to smart money management. He also speaks bluntly about the mistakes he made early on and how they shaped his approach to business. Will offers an honest, no-frills look at the realities of building a successful cannabis business.Chapters00:00:00 - Introduction: Should You Really "Do What You Love?"00:00:36 - Welcome to How to Flourish in Cannabis00:01:06 - Meet Will Read: From Shaky Starts to Industry Success00:03:55 - The Five Core Values Every Cannabis Entrepreneur Needs00:07:13 - Discovering Your "Why": It's More Than Just Passion00:12:25 - A Critical Insight: Knowing Your Weaknesses00:15:43 - Lessons in Resilience: Surviving the Cannabis Industry's Toughest Challenges00:18:23 - Money Matters: Navigating Finances Without Losing Focus00:24:49 - Integrity First: Why You Should Never F Over Your Team00:29:03 - Conclusion and Final Words of WisdomLinks and Resources:Will on LinkedInCannaPlannersFlourish SoftwareBrian Weber on LinkedInThanks so much for joining us this week. Want to subscribe to How to Flourish in Cannabis? Have some feedback you’d like to share? Connect with us on Spotify, Apple Podcasts, and YouTube to leave us a review!

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