What I Learned Turning Off and Tuning In

Picture of me in a hedgehog onesie on a giant teddy bear from New Years 2016, photo by Jane West.

2016 brought a lot of learning and a lot of joy.

My biggest lesson of 2016 was figuring out how to serve myself first in order to serve everyone else sustainably. People had always warned me about "burning out" but I had never hit my limit. Creating the 2nd Annual Women Grow Leadership Summit in Denver for over 1,200 women was my greatest accomplishment. It was also what broke me.

Although I could have blamed external challenges for breaking me. I realized that all my external challenges were reflections of my own inner struggles. So I went about investing everything I had into working on myself. Yoga, meditation, books, dance, music, purpose-driven leadership, cannabis, psychedelics and the School of Womanly Arts were my practices. We found a new CEO to take over my role at Women Grow on July 1st and I focused on myself full-time.

Leaving the CEO role at Women Grow was the hardest transition I've ever made. The unexpectedly tough part of aligning your personal and professional purpose is allowing them to separate when needed. It took me almost three months just to stop thinking of myself and my role as one.

I ran away to play in Spain, speak in Berlin, camp at Burning Man, and work Symbiosis. I traveled 26 weeks of 2016. I learned a lot.

I learned how to love myself unconditionally. I learned how to stop using food to solve problems that food doesn't solve (and lost 30 pounds). I learned how to stop caring about what people who don't care about me think. I learned how to put myself first every day. I learned how to process dark emotions and self-hatred. I learned to stop over-thinking the past at the expense of being present. I learned I didn't have to be afraid of my full emotional range.

I took six months off for myself. The changes I've made to my mental, physical, and emotional health have just begun to benefit me. I'll be back at the 3rd Annual Women Grow Leadership Summit in a few weeks. I invite you to join me at the summit, Feb 1-3. It’ll be an experience like you’ve never had. Click here for more info.

Scroll down to see how I learned how to be in a museum, how to Burn in Spain, new psychedelic treatments, the final Summit at Sea, winning licenses, and at the very bottom, everything else I'm up to this year.

I Learn By Teaching

I perfected the blend of education, inspiration, and community that encourages women to take huge risks. Over 1,200 women gathered in the Ellie Caulkin's Opera House in Denver to hear 32 speakers, including Melissa Etheridge.

I Learn What Burn-Out Really Is

I was wiped after this event. I couldn't think. We tried to do long-term planning but we had exhausted ourselves and the entire team. It was impossible to follow up on this momentum. I'm so grateful to the so many of you who gave me space during this sensitive period to grow and recover. I was no longer taking care of myself and I had failed to care for my team.

I Learn How to Release

I Learn How to Be in a Museum

Being featured in the Oakland Museum's exhibit on Cannabis in California was a first. You sometimes feel like you're both predicting and making history on days like this. I'm grateful we got over a dozen women featured in this exhibit.

I wrote

You have everything you need to start. Every time you are waiting for another teacher, you are wasting time. Learn in practice, not study.

I Learn to Relax in Europe

Grateful to Bar-Keep for showing me the most diverse Burning Man event in the west. 2,000 Europeans gathered on a small plane in the Spanish desert for a week in scorching July to build a humble city and party down.

Grateful for the invitation to speak at Tech Open Air in Berlin. I got to debut my talk on "Clarifying Your Calling with Cannabis" to a packed house.

Grateful to edge pushers like Cindy Gallop on "Why the Next Big Thing in Tech is Disrupting Sex" if you want to know what's up after cannabis.

I Learn About Relationship...

Excerpt from More Than Two

Grateful for the many books I read on relationship this year...including American Savage, Goddesses Never Age, The Law of Attraction, The Art of Everyday Ecstasy, and More Than Two.

Learning at the Burn

Getting the bus tuned up before we leave for the Burn.

Playa-bound!

For my fourth Burning Man, I attended for 10 days and lead a camp of 35. Friends from across the world came. I learned to run my first electrical grid (with lots of trial and error). I found a pair of exceptional Tantra Energy Teachers and became enraptured with their workshops.

I Learn About Fear & Love

John Lennon and I share a birthday in October and this thought

"There are two basic motivating forces: fear and love. When we are afraid, we pull back from life. When we are in love, we open to all that life has to offer with passion, excitement, and acceptance. We need to learn to love ourselves first, in all our glory and our imperfections. If we cannot love ourselves, we cannot fully open to our ability to love others or our potential to create. Evolution and all hopes for a better world rest in the fearlessness and open-hearted vision of people who embrace life."~ John Lennon

I Learn About Psychedelic Treatments at Horizons

The Horizons conference presented research on MDMA & psychedelics from celebrated universities...NYU, Columbia, John Hopkins.

Multiple studies showed patients experiencing up to 8 months of relief from symptoms with just one "magic mushroom" therapy experience. These "peak spiritual experiences" were leading to increased positive attitudes, altruism, and deeper development of social relationships.I was seeing that we had extended our physical bodies past our ability to fill our lives with meaning. Alzheimer's disease was preventable if we stayed mentally active and engaged. These patients showed how spirituality was actually a component of health, particularly at end of life.

I Learn Prototyping in November

I took Prototyping for Creative Innovation with Megan Goering, formerly of Google. We ran through prototyping techniques and tests until we could do them by habit.I wrote out dozens and dozens of business ideas and then weighted them on factors like start-up costs and market size. I began testing messaging of all the different things. The cannabis helps with ideation but didn't make narrowing down any easier.

I Learn About Sex & Sugar at Sea

On the eve of the election, I boarded a cruise ship for 3,000 "innovators" and we sailed out to the Caribbean. Marijuana was legalized in six states but we were all shocked by the Presidential election. We gathered to build new ways to a future we all want to live in. We workshop. We dance. We drink. We eat. We snuggle.

I attend panels like "Sugar is the New Tobacco" and learn from Dr. Dean Ornish that 86% of 3 trillion dollars spent in healthcare are spent on chronic care for mostly reversible conditions. We've created a food system, which externalizes all the costs of eating cheap food that causes illness.

Dr. Ornish reveals that "bad habits" are developed to deal with the isolation of modern life. He uses lifestyle as treatment by asking people to eat well, stress less, move more, and love more. He's found that fear is not a sustainable motivators for people to change bad habits. You have to fill the voids those habits leave with even more joyful and pleasurable motivators.

I Learn Good Work Pays Off in December

Grateful to the Women Grow community in the Bay Area celebrating two years.

Grateful for the dispensary license process in Maryland where two teams I had advised won licenses.

CannaInsider Interview with Jazmin Hupp

In true Cannabis social media fashion, the CannaInsider was banned from YouTube in the years since this podcast from 2015. The transcript still remains though! In it, I share all the information on why women will be successful at running cannabis businesses and how to get started.

Full Transcript

Matthew: Hi, I’m Matthew Kind. Every Monday and Wednesday look for a fresh episode where I’ll take you behind the scenes and interview the leaders of the rapidly evolving cannabis industry. Learn more at www.cannainsider.com. That’s www.cannainsider.com. Are you looking for a fulfilling and lucrative career in the cannabis industry? Visit www.cannainsider.com/careers. That’s www.cannainsider.com/careers.

Now here’s your program. Women Grow connects, educates and empowers cannabis industry leaders by creating community and events for aspiring and current business executives. I am pleased to welcome Jazmin Hupp, Co-Founder and Executive Director of Women Grow to CannaInsider today. Welcome Jazmin.

Jazmin: Thank you so much for having me.

Matthew: Sure. To give us a sense of geography where are you today?

Jazmin: I am mostly based out of a suitcase. Today I am in New York City. Women Grow was founded in Denver. The majority of our national staff are there, but I have bases in New York City and San Francisco, but I’m mostly on the road. We have chapters operating in 20 cities, and my goal is to visit every city at least once a year.

Matthew: Wow. For listeners that may not have heard of Women Grow in the past, can you just give us a high level overview of what it is?

Jazmin: Sure. Women Grow is a professional networking organization that supports female leaders in all segments of the cannabis industry. Our goal, as you said, is to connect, educate and empower women to lead America’s fastest growing industry. Our largest program is the signature networking events which our held on the first Thursday of every month in 20 cities across the country. We also hold cooperative events with the top conferences, host webinars, publish a lot of content. And on February 12th we recently brought together 76 women in cannabis in Washington, D.C. Then I flew to San Francisco, held an event for 200 entrepreneurs and investors called Creating Cannabis Products for Women featuring 6 of the top female cannabis business owners in the Bay Area. And then I went to the Emerald Triangle and met with women organizing in Humboldt. That’s a pretty typical month for me in Women Grow.

Matthew: Jazmin you’re so lazy. We’re going to have to talk to somebody about that.

Jazmin: Of course.

Matthew: Now I want to rewind a little bit. I want to talk about the, you know, making cannabis products more friendly to women, but I want to rewind a little bit to back in the very beginning with you and Jane. What was the impetus to start Women Grow? What was the conversation you were having with Jane, and how did women grow spark? What was the first spark where you said we got to do this?

Jazmin: Sure. And you’ve interviewed Jane before so I will have to reference your listeners to her edition to get her perspective on it because of course it’s a little different from mine. But Women Grow was announced at NCIA’s national conference last June by Jane, and I was sitting in the audience. Jane had organized the top women business owners in Colorado who wanted more women to join the industry but had run out of steam to do it in their spare time.

She had been producing events for international organizations like UNICEF and G Medical. I had launched six businesses before this and had about a decade of practice in branding and communications. And I had been working with an organization called Women 2.0 based in the Bay Area. And Women 2.0’s mission was to get an equal amount of venture capital funding for women in technology, and I had helped Women 2.0 from grow from the Bay Area to do events in 6 countries for about 100,000 entrepreneurs. But even after 9 years of Women 2.0 only about 4% to 6% of venture capital funding goes to women which severely limits the types of technology products we see on the market. The script for how technology funding worked had already been written and it wasn’t inclusive. Coincidentally Jane had fashioned the Women Grow launch after Women 2.0. So we decided it was meant to be and started collaborating right away.

Matthew: Great idea. Now there are a lot of different areas under the cannabis umbrella where women can get involved, but they may not be aware of all the different ways they can get involved in the cannabis industry. Could you name a few to help add some color around that?

Jazmin: Sure. Well your audience is probably a lot more sophisticated about the types of cannabis businesses out there because you’re interviewing all these great people. But a lot of people start out thinking that there’s only two jobs in cannabis. Either you’re producing cannabis products or you’re selling them. And the truth is that this is a multibillion dollar industry with dozens of different specialties.

Some of the areas that I don’t see a lot of competition in, but I think women are particularly great at are cloning banks, trim crew services, HR services, marketing and training. We have a webinar that should be available by the time this podcast is released. It goes into depth about all the different industry opportunities and how to decide which one might be right for you.

Matthew: Great point. We also interviewed one of the founding members of Women Grow from Cannabis Trainers, Maureen McNamara. And she’s an excellent trainer. So that’s to your point, you know, there is a lot of opportunities in training as the other aspects you mentioned. Now for women that are in states where cannabis is currently not legal, what should they do? Should they just wait or is there any opportunities to get started doing something now?

Jazmin: Yeah, you’ll notice that a lot of the successful business owners in cannabis actually came from the legalization movement. Working to legalize in your state will instantly connect you with other like minded people, educate you on all the issues and give you the confidence to move forward. Additionally having women help write this legislation make it more likely that the final results appeal to women who are often cited as the swing vote in legalization. And it helps make sure that the final results are fair and inclusive.So if you’re in a prohibition state, find the legalization organizations near your and volunteer. Some of the groups that we partner with are NORML, Students for Sensible Drug Policy, Marijuana Policy Project, MAPS which is the Multidisciplinary Associate for Psychedelic Studies and so on. And so get connected with those folks and start volunteering and start making a difference.

Matthew: That’s an excellent point about the volunteering and activism because you are dead right. There is so many people I’ve met that are really leaders in the space from a commercial side that have their origin story in the activism. So it was a natural progression. So a lot of people out there what are listening that are wondering how to get in that is an excellent suggestion. Now you were recently at Lobby Days, what is that and why is it important?

Jazmin: We just had our first annual Lobby Day event, and it was a fantastic experience for everybody that attended. To steal a line from my friend Joe Brezny, “If you’re in the marijuana business, you are now also in the policy business”. And the cannabis industry is one of the most closely regulated, and we don’t expect that to change any time soon. Unlike most developed industries where multibillion dollar companies pay hoards of lobbyists, there are actually few lobbyists involved in cannabis. So each individual person can actually make a big impact on how we get to serve patients. After 80 years of Reefer Madness, the staffers creating marijuana policy may know very little about what we do and why we do it. So we have to show up and tell them.As you would expect from an industry that is legal at the state level but illegal federally, there are a lot of conflicts to be resolved in a short term. So as your listeners probably know, access to banking for cannabis businesses is spotty at best. One of our founding members,Brook leads the Live Green Group in Colorado, and they’ve lost 34 bank accounts over the last five years. Last year they did over $10 million in revenue and didn’t have banking services for half of that. So forcing these cannabis businesses to be conducted in cash benefits no one, and that’s why we were there supporting HR 2652 which is the Marijuana Business Access to Banking Act of 2013. Notice it’s of 2013 because we’re still trying to get this passed.The second major conflict that we were working on is the section of the tax code called 280E. I don’t know if your listeners are familiar with 280E.

Matthew: Sure, you can cover that briefly.

Jazmin: Well so 280E prohibits businesses involved with drug trafficking from deducting normal business expenses from their income. This was written so that drug cartels couldn’t write off their speed boats for example. Unfortunately the IRS has interpreted that to apply to our state legal cannabis businesses. So many dispensaries pay 50% to 70% of their net income, not profit, income in federal taxes because they can’t write off salaries, health insurance, retirement benefits, business equipment, rent, marketing, utilities, so on. Cannabis business owners want to pay their fair share of taxes, but we need to make it fair.

Matthew: Gosh that is totally unfair. You’re right. Now you have somewhat of a controversial position on women’s purchasing decisions of cannabis. Can you talk a little bit about that?

Jazmin: Yes. Women are going to be the dominant cannabis product buyers after national legalization. Right now it appears that more men than women consume cannabis, but that’s mostly related to its illegal status and the types of products on the market, not because there’s anything about cannabis that’s better for men versus women. Once prohibition is lifted cannabis products become just like any other household good, and we know women already control the majority of household spending. On top of that women are more likely to be diagnosed with a chronic illness, more like to try alternative health therapy, and are more likely to be in charge of the wellness decisions for their families. One on five women will face depression. One in eight will face breast cancer. There is no scenario where I can imagine where women don’t become the dominant buyers of cannabis products.

Matthew: Right so make your cannabis products very women friendly and how do they do that?

Jazmin: Well the first step is to get more diversity on your leadership and marketing teams. Having an inclusive team where people of all genders and colors are heard are going to help you make the best decisions day in and day out for your brand to attract an inclusive audience. I especially encourage you to pick a woman to run your social media marketing. We’re seeing a ton of brands take the easy route for quick attention by posting bikini babes with bongs. If you’re treating women like decoration to attract men instead of serious customers, you’re missing out on a loyal audience. A loyal audience that very few brands are actively serving. I think anyone who probably picked up a podcast with Women Grow on it gets this, and I can’t wait to see the new products and services you come up with. The guys with their heads stuck in the sand will be quickly surpassed.

Matthew: Now is there any examples you’ve seen recently of companies that have put out in the market women friendly cannabis products that you were impressed with?

Jazmin: Absolutely. We’re seeing a lot of great work being done on the edibles front to serve a more diverse customer than just candies or cookies. So in Colorado one of our founding members is Julie Dooley, and Julie’s Baked Goods specializes in gluten free edibles with no refined sugar. Which honestly she was just a patient on the market who had to be gluten free herself due to a health concern, and there were no products available on the market for her. And so she brought those products out to the market and they’re wildly popular. We have another brand called Auntie Delores out of California who sponsors Women Grow who is going to rapidly expand into multistate operations because they’re creating products that just nobody else was in a brand that’s friendly to both men and women.

Matthew: You know one other thing that Julie Dooley is doing that’s interesting is she actually names the strain too on her edibles so you know exactly, it allows you to dial in your experience which is very helpful which I don’t see a lot of edibles doing. I know Julianna and Lauren at Auntie Delores, you know, they talk a lot about their ingredients and being very transparent with the ingredients and that’s helpful. And they also talk about, you know, doing things that other people aren’t doing. They’re like hey there’s a lot of chocolate bars out there, we’re not going to make a chocolate bar. So being innovative in that way I think really helps you stand out. So great points. Now Women Grow is still a young organization. Where do you see it going? I mean even since we had Jane on, maybe Q3 of last year, it’s changed. The scope has changed. How are things evolving? Where do you see it going in the next few years?

Jazmin: I mean it was just since you’ve interviewed her we really seen what an amazing opportunity we have to create a new industry with a new script that’s diverse from the very very beginning. This is an industry that’s going to serve people of all colors, of all genders, of all ages, and the best way to do that is to invite all of those people into the industry. So from our humble beginnings as a professional networking organization we’re now working to create programs to push women into the cannabis and up to the top.

Our monthly events in 20 cities are a great introduction to the cannabis industry for women. They can learn a bit about the industry in a supportive environment without quitting their day job or investing $1,000 up front. We hope that our events and content online are part of a very successful research phase that convinces them to get their first job or launch their first company in cannabis. From there we hope they attend one of our national events like our leadership summit which teaches women how to grow and expand their businesses to rise to the top of the market. And we’re just going to keep going from there.

Matthew: So walk me through what it’s like to attend a Women Grow event. For someone that’s walking in for the first time, what can they experience? What’s it like? What do they do? How long do they last? What’s the vibe like?

Jazmin: So our monthly networking events in these 20 cities across the United States are the first Thursday of every month. So you have a consistent time and place that you can plan to, you know, make your first entry or your fifth entry into the cannabis market. And that was something that no other organization across the country was offering was a consistent, pre-planned time to meet which seems so simple, but consistency is one of the things that this industry is lacking on many levels.

So when you arrive we hope that you will be greeted with a crowd that is the exact opposite in ratio from what you would see at a typical cannabis industry event. The majority of cannabis industry events are about 80% men and 20% women, and our events are the exact flip of that. So you’re going to have 80% women and about 20% men at our events. You’re going to have time to mix and mingle. And again these people tend to be very open and welcoming. The marijuana industry is blue ocean right now, blue sky. There’s no reason for us to even treat each other like competition because the market is going to be large enough that there is room for everyone right now. And then we listen to an industry speaker and get a current perspective on what’s going on in the market.

This is an industry that’s difficult to research online. Remember it was illegal not too long ago, and it’s still illegal in a lot of states. So there’s not a ton of information available online. You really do have to show up in person and talk to the folks doing this and do the research on your feet to really get a sense of where the market’s going and where you might belong in it. So you’ll get some great information from an industry speaker. And then we do some sort of activity at almost every meeting that will force you to introduce yourself to as many people as possible. So for example my meeting here in New York, we go around the room and everyone gets up for 15 seconds and just says who they are and what they’re interested in so that after we have the speaker people can just jet over to meeting new people. When is the last time you went to a networking event and knew all 50 people in the room, that’s the type of event that we hope to create.

Matthew: Do you have an example of a woman that came to Women Grow and didn’t have any background or history in the cannabis industry and was successful in kind of breaking into it, because I want to leave listeners with actionable information or examples on how they can get into it. You mentioned a little bit about the social media and women tend to gravitate to that because they’re good at it. That’s an excellent way you can provide value I think out of the gate. Do you have any other examples of how women kind of busted into the industry with no previous background into it?

Jazmin: Sure. I think a lot of people think that you know you had to be an underground grower for the last 20 years to be a part of this industry, but the truth is the vast majority of people getting into this industry are new to the industry. They’ve got great professional backgrounds in maybe related fields, but being new doesn’t make you unqualified. It just makes you kind of like everybody else. And so one example is we had a member come out to our Denver chapter named Lauren Gibbs, and she runs a business that does social media strategy and was able to very quickly assess what the cannabis industry needed in comparison to our other clients, and now has cannabis clients within her larger social media strategy business.

Matthew: Now there’s a lot of cannabis companies out there that are looking to get their brand out there in a national way, and you offer some sponsorship opportunities that I think do this well because everything is so compartmentalized in states or cities. Can you talk a little bit about the sponsorship opportunities you have?

Jazmin: Absolutely. Like you said there are very few national organizations in cannabis. I actually was just in Humboldt County last week, and the women there asked me well what are the women doing at a national level. How are the women organizing at a national level? And I kind of looked over my shoulder and I was like oh shoot we are the women organized at a national level. There really isn’t anybody else. And that applies to the industry in general is that there’s only a very few organizations working on a national, and we’re lucky enough to be one of those.

We’ve been really fortunate to have nearly 50 companies come out to support making cannabis an inclusive industry, and in order to make our events as affordable as possible we depend on this companies who want to be known for attracting female customers and female employees to sponsor us, and that covers the majority of our expenses. So if anything I’ve said resonates with you and you want to be part of creating something awesome, email Julie@womengrow.com to talk about those sponsorship options. The cannabis industry will never be this small again. And so your small gesture now can make a big change to our collective future.

Matthew: And before we close, you were just on a bunch of trips all around the country. Can you just give us a few nuggets of what you learned or key takeaways, you know, visiting different people in different parts of the country?

Jazmin: Oh wow. I mean I think the thing that you learn the most is that this is a very very local industry, and what is so stunning to me is how different everything is, you know, in Colorado versus Washington and Washington versus California. And then once you get within California the difference between Humboldt and L.A. they’re just different planets. So I guess my first advice is to recognize that to the outside world we may look like one cohesive industry, but there is actually so much happening and so much that varies depending on the local level, and that’s why we do have these local chapters that can talk to people about what’s happening locally in their state because a program that I might give in San Francisco that generates a ton of interest… so for example we did Creating Cannabis Products for Women for 200 in San Francisco and we got great feedback from people who said yes I’m going to start my business now, yes that really encouraged me to start fundraising, yes that was exactly what I wanted to hear. And then I drove up to Humboldt and started talking to women there about becoming executives and leading the industry and they were like hold the phone, we don’t think of ourselves as executives. We think of ourselves as farmers. We don’t think of, you know, we’re not out here to lead an industry. We’re out here to protect our families and to protect our livelihood. It’s just a whole different mindset and a whole different set of priorities. So I think the first tip is just to remember just how actually diverse the industry is.

Matthew: Now for women listening right now, you said 20% of the people that come to you, the different chapters are men, do men come? What are the reasons that men come?

Jazmin: Men come because they are very smart and they know that what we’ve got going on is pretty powerful. Many come just as a support to a female executive on their team. The guys who come they tell me that they understand how well connected and how fiercely intelligent the women are that are a part of this industry, and they want to be a part of that. They’re looking for female cofounders. They’re looking to add women to their team, and we’re a great event for that.

Matthew: Now as we close how can listeners learn more about Women Grow online?

Jazmin: Definitely go to www.womengrow.com and sign up for our list. That’s how we publish all of our future events, all of our content. Go to our blog and just read everything I’ve ever written about how to research the industry, how to figure out what event is right for you in the industry. We also encourage you to make a plan to attend a national conference this year if you haven’t already attended a national conference. It’s a great way to give you a good picture of the industry, and we host kick off events for the largest of the national conferences. So you can join us in May in Chicago. In June we’ll be in both New York City and Denver, and in November we’ll be in Las Vegas, and we do these kick off events to set you up to be more successful and make connections there. You can also follow Women Grow on Facebook and on Twitter.

Matthew: Jazmin thanks so much for being on CannaInsider today. We really appreciate it.

Jazmin: Absolutely. Thank you Matt.

Matthew: If you enjoyed the show today, please consider leaving us a review on iTunes, Stitcher or whatever app you might be using to listen to the show. Every five star review helps us to bring the best guests to you. Learn more at www.cannainsider.com/itunes. What are the five disruptive trends that will shape the cannabis industry in the next five years? Find out with your free report at www.cannainsider.com/trends. Have a suggestion for an awesome guest on www.cannainsider.com, email us feedback at cannainsider.com. We would love to hear from you.

7 Reasons You Should Focus on Women in Your Advertising & Your Business

Cindy Gallop opened the second 3% Conference in San Francisco, named because only 3% of Creative Directors in advertising are women. Gallop's keynote is required watching for men and women, as she teaches us how businesses are missing out on innovative ideas and ultimately profits by staying male-centric.

Key Takeaways

• Women ARE your target audience. Women are no longer a "niche" marketing target. They make the majority of purchases in almost every sector and are key purchasing influencers in every sector (even traditionally male-dominated ones). Women influence 60% of car purchases and 90% of technology purchases. Women are even the majority of gamers today, if you include social gaming.

• "Women share the sh*t out of everything." At any social gathering listen to the men talk about sports scores while the women share their experiences. Women have shared their experiences to build intimacy since the world began so it's no mystery why today they are the majority of social media users.

• Women get stuff done. Even if your product is aimed at men, Ms. Gallop recommends targeting your advertising at women. Women are the norm. Men are now the niche audience. There is a ton of money to be made by taking women seriously.

• Marketing done with women through the male perspective is no longer acceptable. When the 97% of Creative Directors are men, you gets ads that don't feature women in dynamic, engaging, and aspirational roles – instead you only see women as mothers, girlfriends, and sidekicks. We need a new approach to creativity – created by women, presented to female Creative Directors, for female clients.

• "Women challenge the status quo because we are never it." Women innovate and women disrupt. If you want your company to be innovative, find every department run by an all-white-male team and add women to it.

• "Women notice things that men don't." They notice relationships. They notice how people communicate. They notice how to get people to work together more cooperatively naturally and intuitively. Women notice the things that will make your company run better than it does today.

• "Women get sh*t done." How many women do you know that support men by doing the things they don't want to do? From the laundry to Sheryl Sandberg operating Facebook so Mark Zuckerberg can do what he really wants to do. The men who recognize this can still be the stars of the show but have a much smoother operation behind the scenes.

Your To Do List

Cindy Gallop implores men and women to do the following things to help change this culture, and ultimately make a ton of money.

1. Call It Out. If nobody says anything, nothing will change. Every time you see a conference with an all-male line-up – say something. Every time the junior male account rep tries to take over a meeting you should be running – say something. It doesn't require being angry, it just requires pointing it out, because gender bias is often unconscious. You have to "break the closed loop of white guys talking to other white guys about white guys."

2. Put Yourself Forward. Women who don't promote themselves help this male-dominated cycle continue. Gallop cites how there's been a ton of outrage over Twitter's lack of female board members but women she knows (and are highly qualified) hesitate even nominating themselves to advise a new startup.

3. Redesign the Business. Business has been built for centuries around a male model of command and control, which is perfectly logical because, for centuries, women weren't allowed to work. The Future of Business is about complementing that with female values – collaboration, consensus building, and community. The system of business today is based around men going to work and women staying at home to support them. The reason we don't have enough women in leadership is because the very system is built to work for men and not the women who shoulder an unfair amount of the home support work. When women look up at the men running their organizations and see the grueling hours, they opt-out. But why have we designed every position at the top to be so unbearable? It doesn't have to be. Gallop challenges us to redesign a bite-size chunk of how something is done at your company. Redesign it the way you want to work and point to it as an example of how a redesigned business process makes work better for everyone.

Gallop believes the business model of the future is "shared values + shared action = shared profit (financial & social)". This is the business model she urges brands to adopt. Go beyond "co-creation" and pursue "co-action" between brands and people to benefit everyone. This business model also applies to men and women working together to create a world that we will all love working and living in.

Watch It!

How You Can Create a Cannabis Industry We Can All Be Proud Of

1. Be A Good Neighbor

Reach out to your neighborhood–from local businesses to local citizens. When the federal government shut down Oaksterdamn, the NCIA got neighborhood businesses to hang green flags in solidarity. It's a lot easier to move forward with neighborhood organizations on your side.

2. Be Professional

Everything from answering the phone to paying your bills on time affects your own business and the cannabis industry as a whole. Don't use marketing that you wouldn't want your mother to see. Create a professional industry that shows the country what they've been missing.

3. Engage Politically

Find out who your elected representatives are and get on their email list. Attend their events and give money to their campaigns to support your cause. Be present and make phone calls so that they hear from the Cannabis industry a lot more than they do now.Make it easy for your customers to engage their officials as well. Reward customers that call their elected representatives or send emails. Make it easy for customers to engage while they wait. Harborside Health Center has a robust Patient Activist Center that rewards customers with product for participating.

4. Join an Organization

If you come from any other industry, you're no stranger to organizations and why they're important. Join an organization like Women Grow, that will lobby for Cannabis businesses.

Prioritizing Product Features for Cannabis Companies

Maybe you're designing the next Vape sensation or the next killer weed app. Whether you're starting a MMJ dispensary or working on your next edibles brand, product feature strategy will be vital to your success. (If you're opening a marijuana retailer, just replace the word "product" with "store" features.) You can always add more features but which ones matter most to your customers and which can you execute?

Picking Your Target Audience

Everyone wants to sell their products to everyone. But the truth is, you need to narrow down on who your most profitable customers will be. Even though lots of different types of people shop at Trader Joe's, the company makes many decisions by targeting a specific customer: “An unemployed college professor who drives a very, very, very used Volvo." You'd have no idea that their clear target customer is what helps make the South Pacific theme with matching specialty food at low prices so cohesive (and profitable).A clear target audience will allow you to make core strategy calls like:

• Product Line Decisions - "What products do my customer need?"
• Product Feature Decisions - "What does my target customer want most?"
• Location Decisions - "Where does my target customer shop?"
• Pricing Decisions - "How much does my target customer have to spend?"
• Advertising Decisions - "What would influence my target customer to try my brand?"

If you keep a target customer group in mind when making strategic decisions, the end result will be a cohesive product that has the potential to sell.

Picking Product Features

Let's say I'm designing a bud vaporizer targeted at glaucoma patients over 50. You can brainstorm a hundred features that you could add to this vaporizer but how do you choose which ones you should focus on? You have competitors that are developing new vaporizers with larger staffs than you, so you better move fast to keep up. Luckily you only have too weight two factors:

1. What features will differentiate my product from the competition? (In a way that won't be instantly copied.) AND
2. What features will my customers PAY for? (Extra features are nice but if it won't lead to more sales, skip it.)

Number two is a little deceiving. This includes features you can and can not advertise. Features that your customers love and tell their friends about ("looks like a USB stick so it's easy to get passed airport security") are just as important as features you can put in a big headline ("lightest vape on the market").

Prioritizing Product Features By Execution

Business success thought-leader John Spence, boils his Wharton School of Business class into one sentence:Successful Strategy = Valued Differentiation x Effective ExecutionIf you're chosen product features that differentiate you, then the most important factor to your success is which features can you effectively execute? In his book, Letters to a CEO, John Spence breaks this down:

• Highly differentiated but not valued by your target customer = bankruptcy
• Highly valued but easy to copy = price war (and there is always someone willing to drop their prices and go into bankruptcy faster than you)
• Highly valued and defensibly differentiated but not executable = bankruptcy
• Highly valued, defensibly differentiated, well executed = business success

If you can pick the features that you can effectively deliver to an audience primed for your product, your cannabis brand will be in great shape. Making the plans is often a lot easier than actually executing on them. John reminds us that "Great creative ideas abound; flawless execution of those ideas is exceedingly rare."

The Rise of the Design Executive Officer

To solve the world's problems: we need to think like designers, feel like designers, and act like designers. Whether you think of yourself as a designer or not, design is what leads change. Maria Giudice, spoke about her book, The Rise of the DEO: Leadership by Design today at Webvisions in NYC.

Defining the Designer CEO

A creative leader that places the importance of design at the center of the company. It's a combination of creative problem solver and strategic business leader.

Why Do We Need a DEO?

The world is moving faster. In 1937 large companies had a life expectancy of 75 years. Today, the expected longevity of those companies is 15 years. Plus only 1 in 4 employees believe in their company's leadership to sustain their organization.

What Makes a DEO Different?

Design executive officers are:

• Change Agents: They lead revolutionary changes.
• Risk Takers: They take smart risks as opposed to avoiding risk.
• Systems Thinkers: They see patterns and can solve problems by connecting unrelated issues.
• Socially Intelligent: They are people focused.
• Intuitive: They make decisions based on more than just numbers.
• GSD: They get shit done.

 5 Steps to Improve Your Organization with Design Thinking

• Change Your Mindset about Design and Designers: Design should not be thought of as an expense but as an investment. Design is not a noun, it's an active verb. Design is about radical change.
• Value "We" not "Me": We are no longer in the culture of "me". A lone rock star in the corner being worshipped by interns is outdated. The best solutions will come from multi-disciplinary teams. Once you respect everyone on the team has something to bring to the table, you'll create better work. This also means celebrating diversity, whether job experience, life experience, race, culture, or gender.
• Live in People's Shoes: When you experience and witness the real lives of your customers, you go beyond what you can find out in an interview. Inform your intuition by trying out the lives of your employees and your customers. You will need empathy to figure out how to improve lives in ways that focus groups won't reveal.
• Champion Creative Work Cultures & Make Work Fun: You'll work 90,000 hours in your lifetime so why not create a culture that everyone wants to be a part of. Nailing a creative and fun culture from the top to bottom increases your organization's chance for success. This can also mean getting folks to put away their devices and talk to each other. Try sharing a meal together or meeting during a walk.
• Iterate and Evolve: Be open to constant change. Stay humble by soliciting feedback from your organization continuously. Embrace failure as a way of learning.

*Bonus Tip* Treat People Equally

The success of all businesses lie in people and how we can make powerful connections to each other. When people feel like they're being treated as equal, great things can happen. Instead of treating people based on their status, focus on being present with the people you encounter every day.

Providing Effective Long-Term Customer Support for WordPress Users

Supporting your community of users isn't the sexiest topic this week at WordPress Camp NYC, but providing great support can make or break your business. Mason James supports WordPress plugin users at WPMU Dev and runs WP Valet supporting individual WordPress sites. He manages supporting tens of thousands of users with a seven person support team.Support is the MOST Important Issue for Web Services!The code you've created is a commodity. It's the quality of your support that will keep your clients coming back (and paying you).Why Provide Support?

• If you don't care about your users and your community, call someone who does to support your clients.
• Long-term customers and community equals long-term revenue.
• Publicly available forums and FAQs are extremely valuable content to convince search engines and new users to visit you (and then sign up).

Creating a Community

• Welcome new members when they arrive. Send a welcome email. Send a friend request.
• Show them ways they can get more involved. Send a group request right away.
• Answer any questions in a timely fashion.
• Ask for frequent, regular feedback from your community. (Polls, customers surveys, contact form, social media.)
• Respond immediately and honestly when there is a problem. Be transparent and give a human apology.

Creating Better Support Materials

• Use a variety of media types, some folks like videos while others like step-by-steps.
• Nobody likes reading big blocks of text, break it up with screen shots.

The Best Tools for Great Community Support

• Support Forum Tools: bbPress and BuddyPress are the best free WordPress support forums. ZenDesk and GetSatisfaction are great paid options with ticketing systems.
• Buy common support topic content. For WordPress you can white label video tutorials from a company like wpmudev. They update all the videos with every WordPress upgrade so your content is always up to date. You can also link to Wordpress.com help content for easier to understand content than WordPress.org.
• Use a WordPress update management tool like Manage WP to update plugins/themes across multiple installs from one great dashboard. WP Remote is another free option that's newer.
• Create reward mechanisms for users helping each other. BuddyPress allows users to reward points to each other for writing helpful content. This will save you tons in support costs.
• Make sure users can rate your support documents and support responses so you know where you need to improve your content.

Data-focused App Development for the iPad Best Practices: A Kaplan Case Study

How can textbooks on the iPad revolutionize learning? Kaplan provides study guides and tutoring for standardized tests such as the SAT, LSAT, and GRE. Kaplan set out to digitize their study guides and found out that data on how your students read can revolutionize your product development. Maureen McMahon and Jeff Olson from Kaplan presented a case study in mobile content delivery and data-focused product development at O'Reilly's Tools of Change Publishing Conference in New York City.Start With Studying Your UsersBefore digitizing their first book, the first step Kaplan took was to study their existing customers. They knew they were the leading publisher in the space but had to study if their customers wanted digital books. They surveyed their students on which tablet they owned or were planning to purchase. They also started an ethnographic study of how students were using Kaplan's paper books. In talking to students about their studying habits and taking photos of how students highlighted the print, they discovered what students did with their books. Why Students Liked Paper Books

• Need for tangibility & token of ownership: If it is physically in my life, I'm more likely to study.
• Make markings/highlights to sustain attention: Some students highlighted almost the entire book.
• Make markings as proof to self of completion: Even if they didn't read it throughly, they liked to mark the sections they had read through.
• Keep markings as future study aid: Occasionally students would reference sections they've highlighted but much less often then Kaplan thought.
• Make visual memory of content on page: Some students with a visual memory needed the colored highlight to remember materials ("that section was in blue").

"Everything You Can Do On Paper And More"Kaplan decided that their goal was to take everything students could do with the print edition and surpass it on mobile devices. This included:

• Multi-colored highlighting
• Take Quizzes With Instant Feedback on Answers
• Add Written Notes
• Record Audio Notes
• Sophisticated Search
• Video of Professors Teaching Sections

Kaplan's First iPhone App ReleaseKaplan outsourced book conversion and licensed a reader from Bluefire, which was compatible with Adobe software. They learned that their books were incredibly complex to convert and are bringing that process in house. They used technology from MarkLogic for distribution and data collection.The reaction to the original iPod touch/iPhone App (released before the iPad came out) was not overwhelmingly positive. By asking their users for feedback, they learned a lot about the strengths and weaknesses of their assumptions. They decided to scale back their goals to the competitive advantage of eBooks, which was books are heavy. Their MCAT book set weighs 10.5 pounds whereas the iPad weighs only 1.3 pounds.Study Your Users Even MoreKaplan moved to an agile development method. They gave away the digital book with the print edition so they could collect a lot of usage data and quickly iterate development. As of today, Kaplan is iPad only and hasn't gone back to the iPhone App format since their first release.According to Kaplan's survey, 70% of the students had not used electronic textbooks in their high school and college coursework. Of the ones who had used digital textbooks, only 15% of early adopters had an excellent experience. More students have taken an online course (46%) than used electronic textbooks. When you ask students if they want analog or digital study aids, about half say they want some digital and some paper materials.Data Drives Better Learning OutcomesTraditional print books aren't able to "phone home" and tell you how their being used. Kaplan is now able to quantify and analyze how often students do the following actions:

• Opening book
• Going to table of contents
• Navigating to a chapter
• Annotations (highlights) made
• Flipping pages to find something you're looking for
• Turning the page/how fast pages are read
• Which pages are referenced most
• Going to the glossary to see the definition of a word

In the same way that other businesses have used data analysis to improve business outcomes, Kaplan is using their studying statistics to improve their content and change learning outcomes. They are able to ponder the learning implications of informative metrics for eBooks (click graphic for larger view of slide).Are we heading to a future where professors can actually tell that you do the reading? Will they be able to tell you did it quickly in the fifteen minutes before class? Kaplan plans to share student reading data with their instructors. Instructors will be able to see which sections their students are spending more time on and perhaps need additional converge in the classroom.If you are in the business of developing products and you have this information, "it'll change your life." They had to reorganize into agile development teams to respond to the data. "There is no point in collecting this data" if you're not ready to implement changes around it.Challenges for Digital Learning Development

• Data vs. intuition: What are the things data won't tell us? What can't you measure.
• Managing the fire hours of data: What are the metrics that really matter? Otherwise you will overwhelm your team with data that doesn't help them develop better products.
• How will this change the reading experience?

New Trend: Video Holiday Cards - Bergdorf Goodman Goes to the Dogs

I received more video holiday cards than physical cards from businesses this year for the first time. Whether your business is trying to save trees or just preparing for the Postal Service to go out of business, a video holiday card might be right for you.

Tips For Spreading Your Business Message with a Video Card

• Set a budget: Although a video card is cheap to send out through email, you can spend much more producing a video than printing paper cards. Make sure to set a budget and find a video director that can work within it.
• What's the payoff?: The best holiday videos have a plot payoff for watching them. You know how the best commercials can make you want to cry in 30 seconds? Can you make your story pay off at the end? Watch Bergdorf Goodman's longer holiday video for their heartfelt ending. Or check out LivePerson's charity donation at the bottom of this entry.
• Keep it short: 30 seconds to 2 minutes is optimal
• Keep it agnostic: Unless you're sure all your customers celebrate Christmas, it's better to go for general Happy Holidays.
• Make it fun(ny) or unusual: If you want the video to be shared, make it fun or funny. On the unusual side, Tekserve's most successful viral video featured $60,00 worth of recycled iPods.
• The delivery method is the most important part (and often overlooked): Once you have the perfect holiday video card, the most important part is getting it watched. Make sure you consider the timing of sending your video to recipients, the holidays get busy and any non-essential message gets trashed. Can you create a great email message that will make them want to click-through? Will your recipients be able to view it from their mobile phones?
• Seed the sharing: If your holiday message is meant to reach potential customers as well as existing customers, reach out to target blogs and ask them to embed the video. Don't forget to upload it to your Facebook page and YouTube.

Bergdorf Goodman's Holiday Card

Bergdorf Goodman, a luxury department store in Manhattan, created a great holiday promotional video card by letting famous New York dogs lose in the store. Not only are cute pet videos more likely to be shared, but also I would argue that BG's target customers are dog owners. Because having a dog in Manhattan is a luxury, their shoppers are more likely to be pet owners. The fun footage of dogs running through the store gave them a great excuse to show off a lot more products than a typical commercial. Although I would have made the video shorter, the ending is the perfect heartfelt payoff that their target customers will love. If you check the audience analytics on YouTube, you'll see this video is most popular with women age 35-54 (their target customers).

Offering to Donate To Charity

With more businesses limiting gifts to employees, donating to charity on their behalf has become popular. LivePerson sent their customers an email asking them to visit the page screen-shot below and choose from one of twelve charities for a donation. This method aligns your organization with doing good while making your customers feel good. You'll notice LivePerson doesn't mention how much they will be donating so the bottom-line impact was totally up to them.

Customer Surveying for Apple Specialists

Below is my deck from the Apple Specialist Conference in Miami, Florida. I presented "Two Quick Questions", a seminar on using the Net Promoter Score to:

• Measure customer satisfaction, which directly links to profitability and customer retention
• Measure employee engagement, which directly links to customer engagement and referrals
• Praise employees for good experiences and source testimonials
• Diagnose knowledge and performance gaps
• Listen to the voice of your customer
• Find your "moments of truth"

Customer Surveying for Apple Specialists

Download this keynote presentation.View more presentations from Jazmin Hupp.

Mentioned Resources

• Net Promoter Score official website and book
• My article on Best Practices to Responding to Yelp Reviews
• SurveyMonkey

Important Review Sites to Monitor

• Yelp
• Google Places/Maps
• Apple Consultants Network
• Angie's List

50 Things Your Customers Wish You Knew

No matter what type of business you run, this list by Sonia Simone is required reading. Keep these in mind whether you’re writing web copy or dealing with a customer service issue.A few of my favorites were:

• My life is really stressful. If you can reduce that stress, you become immensely valuable to me.
• Your employees treat me about as well as you treat them.
• Telling me what you don’t know makes me trust you.
• The wealthier I get, the more I like free stuff.
• A lot of the time, I secretly feel like a lost little kid. I don’t admit it, but I want to be taken care of.
• I don’t understand how to use your Web site, but I can’t admit that because it would make me feel dumb.
• I want to buy your product, but I need you to help me justify it to myself.
• I believe that most of what’s wrong in my life is someone else’s fault. Let me keep that cozy illusion and I’ll believe anything you say.

Read the complete post 50 Things Your Customers Wish You Knew from Remarkable Communications.

Best Practices for Responding to Yelp Reviews for Business Owners

Here’s the top tips you should know from Yelp’s Join the Conversation About Your Business webinar on June 22, 2011, along with my insights from managing client customer reviews.

YELP MYTHS

The Majority of Reviews are Negative83% of reviews on Yelp are positive. From my work on CitySearch and Google Reviews, overall our Yelp audience is more fair.Yelp Doesn’t Do Anything To Protect Businesses from Questionable Reviews

• Consumers can remove review themselves, if the situation was corrected by the business owner
• Reviews that violate Yelp guidelines will get removed by the customer support team.
• Reviews can’t represent a conflict of interest. If a competitor is writing a review it will be removed.
• Reviews must be a first-hand experience. Something that a friend told you about a business will be removed.
• Lewd and offensive language gets removed.

About the Review FilterAn automated filter suppresses some reviews. Typically short or intelligible reviews. You cannot manually add or delete reviews from the suppression filter. Yelp is tight lipped about how this works so that no business can abuse or benefit from it. 

CONTESTING A REVIEW

There are two methods to contest a review.

• Go to yelp.com/contact and select “Questionable Content”. This may take longer but you’ll get an email response back from customer support.
• Flag the review on the business page. This will be reviewed faster but you will not get an emailed response about the resolution.

TALKING TO YOUR CUSTOMERS

There are two methods to respond to reviews posted on your business page: Private & Public. Once you are logged into your http://biz.yelp.com account and uploaded a human photo to your account you can:Private Messages

• A private message is typically the best first step when you receive a negative review.
• Thank the customer for the review.
• Recognize any positive aspects of the review.
• Apologize for the issue.
• Let the customer know how you’ve followed up on the issue to resolve their concerns.
• Welcome them back to give the business another try

Public Review Comment

• Thank them for the feedback.
• Address the issue and let them know how you’re fixing it.
• Let the world know that you always endeavor to resolve problems like that your business. “Your experience wasn’t our intention.”
• Call out anything that might have changed in your business since

RESPONSE TIPS

Don’t Freak Out

• Consumers look at the big picture. No business is made or broken in one review, they’re looking at the overall rating.
• Potential customers will see you lashing out against your customers which will do more harm than good. The Yelp community may punish you for abusing Yelp users.
• Don’t encourage a back-and-forth. Take the high road. Something like: “We’d love to work with you to resolve this situation. If that’s not possible, we respect your opinion and wish you well.”

Should You Respond to Positive Reviews?If you have time, it’s great to compliment positive reviews as well. Thank the customer for their positive review and let them know you appreciate it. 

GETTING MORE REVIEWS

Don’t Ask for ReviewsYelp recommends letting reviews accumulate organically. This is why companies like Review Boost don’t deal with Yelp, I believe the automatic filter will suppress obviously solicited reviews. Tell customers you’re on Yelp without telling them to give you a 5 star review.Tell People Your Business Is On Yelp

• Post a “Find Us On Yelp” Badge on your website. Check out Yelp’s Flickr page for badges and logos.
• Place Yelp a check-in table topper or check-in card at your business (download from Yelp’s Flickr page).
• Add your Yelp page URL to your email signature.
• Yelp mails out "People Love Us On Yelp" window clings a few times a years to top reviewed businesses but they are scarce.

MORE RESOURCES

• Yelp’s Responding to Reviews Best Practices
• Yelp’s Business Owners Blog