Red Rodriguez

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Understanding what people are looking for — and why they consume cannabis — isn’t just a best practice; it’s essential to create a meaningful, guest-focused experience.

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Watch out for these telltale signs that your brand may need some fine-tuning. Brand alignment is crucial to any business's success, both on an initial and ongoing basis. If your brand doesn't deliver on its mission and value proposition — or communicate this information in a way that resonates with your target audience — you might find yourself with decreased engagement, fewer sales and a lack of clarity on how to move forward. But how do you know if your brand is misaligned, and what can you do to fix the problem? Here, the members of Rolling Stone Culture Council share some red flags that your brand needs realignment, along with actionable steps to get things back on track.

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Leadership skills can never truly be mastered, as they are something that should evolve over time. Professional development is often focused on improving yourself and your skills to help you move up in your career. The better you are at something, and the more skills you have, the higher on the ladder you can climb. But no one ever truly reaches perfection — not even leaders. Learning doesn’t stop once you become the boss. In fact, it’s even more important that you continue to learn as a leader if you want to grow, innovate and succeed as a business. So what are some of the things you can learn? Here, 12 business leaders from Rolling Stone Culture Council discuss the things about themselves they have had to work on improving over the years and why it’s so important other leaders do the same. 

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If you want to convince someone to buy from you, first you have to understand the value you’re offering. When you run a business in a creative industry, it might not always be clear how to monetize your work. Whether you’re an independent artist, a freelance creator or any other form of solopreneur, one of the first steps on your road to success is managing to land your first sale — and that can be a tricky endeavor on your own. Having each worked in the culture space for some time, the members of Rolling Stone Culture Council know what it takes to run successful businesses in creative industries. Here, they weigh in with words of wisdom for aspiring or current entrepreneurs on how to land that elusive first sale, and what it takes to keep your business going even after you’ve earned your first customer.

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Become a recognized expert in your field with these effective thought leadership strategies. As an entrepreneur or business leader, building influence in your chosen niche can cement your status as a credible industry thought leader. Being influential requires strategic actions that establish your expertise and encourage relationships with key players in your field. To help you do this, Rolling Stone Culture Council members share their top recommended strategies for elevating your influence within your industry. These strategies can make all the difference when you are trying to establish your reputation as a sought-after and respected expert.

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To persuade a brand to work with you, first think about how you can help them. In a saturated market, it can be difficult to stand out — especially on your own. A great way to reach new audiences and leverage resources that may not normally be available to you, however, is to collaborate with another business in, or even outside of, your industry. A product or campaign that takes advantage of both teams’ strengths may be just what you need to get you both noticed by potential customers. However, approaching another company can feel intimidating, especially if you’re a small business and unsure of what you might bring to the table. According to the business leaders of Rolling Stone Culture Council, taking the following eight steps can help boost your confidence. Here, they offer up their best tips for approaching another brand or business about a collaborative partnership and what you can do to guarantee their interest.

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Supporting the Vogue Ballroom and queer subcultures requires more than just temporary gestures.

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You may have to adapt your current business plan. Much like technology, culture can change at the drop of a hat. People’s tastes, what’s “in” and “the next big thing” are constantly evolving, whether in reaction to current events or the latest innovation in a particular industry. Those entrepreneurs hoping to make it in this space must be able to thrive in a changing environment, adapting their business when it’s needed and sticking to the plan when it’s not.  But this isn’t the only way to get ahead in the culture space. According to the business leaders of Rolling Stone Culture Council, embracing the following habits can give hopeful entrepreneurs a leg up on the competition and ensure they find true success in the culture space and their overall careers.

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A personal touch can go a long way toward making your customers happy. As their business grows, it’s all too easy for business owners to get swept up in the numbers and forget that there are real people behind their profits. If they want to continue to succeed, it’s key that they make their customers feel valued and that they truly care about them and their experience with the brand.  There are a multitude of ways to do this, from simply listening to customer feedback to providing excellent customer service, but it’s often a combination of methods that makes the biggest difference in how customers feel. Below, the business leaders of Rolling Stone Culture Council draw on their experiences working with customers to offer up seven of the top ways businesses can make customers feel valued and ensure they return to your business again and again.

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Introverts bring a unique set of skills to the table that other leaders may not possess. When frequent networking, public speaking and an outgoing personality are so often praised as necessary for effective leadership, it can be difficult for introverts to see themselves running a business. But extroverts aren’t the only ones who have great ideas to share with the world, and it’s just as important for introverts to have their voices heard in the business space. By honoring their strengths — like listening and empathy — introverts can not only be effective leaders but great ones as well. Below, the business leaders of Rolling Stone Culture Council offer their best tips to introverts looking to lead a successful business in the culture space and explain why they can do it just as well as anyone else can.

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When making this decision, put your customers first and foremost. Trends come and pass, with customers eventually losing interest or forgetting why a particular thing was popular in the first place. Your business, however, should have true staying power. Regardless of the time or place, customers should want to continue buying your products or services because of the distinct value they provide — not because you participated in a trend. But trends can also have their place, providing business leaders with the opportunity to reach new audiences and freshen up their marketing. That said, how is a business leader to know when it’s appropriate to hop on a trend and when it’s not? To shed some light, top business leaders from Rolling Stone Culture Council offer their perspective on the issue, each discussing one tip they’d offer fellow business leaders for how to determine whether a trend will benefit your business or detract from it.

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To appeal to your customers, you have to speak their language. Nothing is more powerful in communicating your brand’s purpose, mission and vision than your brand’s voice. What you say and how you say it is paramount to how people view your brand and choose whether or not they would like to become a customer. This means if your brand’s voice and messaging aren’t resonating with your audience, you may not be bringing in the amount of sales you need to sustainably grow your business. To ensure you’re not missing the mark, consider the following advice from the business leaders of Rolling Stone Culture Council. Here, they offer their top tips for sharpening your brand’s voice and communicating with customers in a way that they will identify with and appreciate.

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Succeeding in the culture space often comes down to “who you know.” Whether you’re looking to get your business off the ground or are ready to expand your company’s reach to new audiences, knowing the right people can often be what determines your success. When one person could introduce you to 10 more people and then 20 more after that, or come up with an idea that could bring your product to the next level of innovation, making the right connections becomes of the utmost importance. But when it comes to “who you know,” a little intentionality can make the process of building your network that much simpler. To help, seven Rolling Stone Culture Council business leaders offer their insights on the key to making the right business connections in the culture space and the impact doing so has on your eventual success in your industry.

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Ensure the success of your startup by following these 12 tips to build the best possible team through effective hiring practices. Building a successful startup requires assembling a team of talented individuals who can contribute to its growth and navigate the challenges of the early stages. However, hiring the right people for a startup can be a daunting task. It requires a strategic approach to identify individuals who not only possess the necessary skills but also align with the company's vision and culture. Below, Rolling Stone Culture Council members shared some essential tips for bringing on the right people to help grow a startup in its early stages. These insights will empower entrepreneurs to make informed hiring decisions that lay a solid foundation for long-term success. 

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This generation is looking to support businesses that value ethics and authenticity. Gen Z, the generation born between 1997 and 2012, has become a highly sought-after demographic for marketers due to their significant purchasing power and influence. However, effectively targeting this generation requires a different approach than previous generations, and there are some common mistakes that companies are making. Below, Rolling Stone Culture Council members share what companies should avoid when marketing to Gen Z and why these practices can come across as inauthentic. By understanding these mistakes, companies can create more effective marketing strategies that resonate with this influential demographic.

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For anyone in the cannabis industry, the dated myths, stereotypes, and propaganda provide both a barrier and an opportunity to move the conversation forward.

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As with any other relationship, trust between business partners is paramount for mutual success. When it comes to business partnerships, the right one can often lead to a whole host of new opportunities, such as attracting new customers, diversifying your revenue streams or helping your teams innovate through challenges. When working with someone new, however, there must be a level of trust involved so that each partner feels as though they have skin in the game. Establishing trust takes time, but there are steps leaders can take to help foster that trust from the very beginning. To help, a group of Rolling Stone Culture Council members share their best advice below.

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Their future opinion of your business rides on how you respond to their concerns. It's no secret that unhappy customers can have a negative effect on your business. All it takes is a slew of negative Yelp reviews or low star ratings to ruin a business’s reputation. But the reviews themselves aren’t always what have the biggest impact — it's all about the way the business responds to unsatisfied buyers. That's why it's so important to address customer concerns when they occur and attempt to turn the situation around. To shed some light on how to do so properly, 12 Rolling Stone Culture Council members explain the smartest things you should do first when you have an unhappy customer and why.

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Carving out your niche is only the first step in launching a successful business. Business leaders who want to scale in a niche market have a unique opportunity. Niche markets often mean less competition, but the businesses that do exist may be tougher to compete against. To help ensure success when scaling up, businesses should take certain steps to set themselves up with the best odds, whether that's by analyzing market trends first or by taking the time to develop a distinct brand identity. Below, Rolling Stone Culture Council members share this advice and more to help business leaders looking to grow in their niche.

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The normalization of cannabis could indeed be in the hands of these potential consumption spaces.