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Ever found yourself paralyzed by uncertainty in the cannabis industry? You're not alone. This episode with leadership coach Andrea Baillo reveals why waiting for perfect clarity is the surest path to stagnation, and what to do instead.

Andrea, who transitioned from cancer biology to executive roles at Green Thumb Industries and Open Book Extracts before founding Rooted for Success, shares her provocative insight that leaders need only "30% certainty and 100% courage" to move forward effectively. The conversation explores how cannabis executives can create clarity rather than waiting for it, especially crucial in an industry characterized by regulatory whiplash and financial pressure.

We dive deep into why behavior-based metrics deserve as much attention as financial KPIs. While companies track revenue religiously, they often neglect measuring how leaders build trust, communicate effectively, and display integrity—the very behaviors that form the backbone of successful organizations. Andrea offers practical frameworks for having difficult conversations, creating psychological safety, and recognizing when defensiveness is derailing progress.

The episode also features fascinating market insights: while cannabis prices are compressing, unit sales continue climbing. Consumers aren't using less cannabis—they're just paying less for it. Pre-rolls (especially infused varieties) are steadily gaining market share over flower as convenience becomes paramount for busy consumers.

Perhaps most powerful is Andrea's exploration of perception and control. Her forthcoming book examines how the stories we tell ourselves about situations often limit our potential more than external circumstances. As she puts it: "You are in the driver's seat. The only thing you can control is your next action and how you react to what's happening."

Ready to transform your leadership approach? Listen now and discover why, as Andrea concludes, "If you're not leading with intention and attention, you're just leading by accident."

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Your hosts are Ben Larson and AnnaRae Grabstein.

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