Peter DeCaro is CEO and founder of Worcester cannabis firm Resinate Inc.
Updated: June 13, 2022
Advice
4 Things I know about ... Building community connections
By Peter DeCaro
As a local cannabis industry owner/operator, we believe one word is the root of what we do: unity. Beyond the bottom line, creating connections in our community, industry, and even among our competitors is our secret ingredient as Resinate celebrates its second anniversary and another successful year in Worcester and Northampton.
While the nation still struggles to overcome stigmas attached to cannabis on the federal level, local support is earned through community connections.
Building connections is never easy on top of day-to-day operations, but this is pivotal to succeeding as an entrepreneur.
1. Be a trusted leader. Take a stand and share your honest opinions in your industry, and be a vocal advocate for others who share your same vision. The only way we can be a strong, better community is if people are willing to step up and lead as role models. Creating valuable jobs, supporting our community and its nonprofits, and educating the public build trust among your stakeholders and customers.
2. Amplify other leaders’ voices. In the cannabis industry, we are fortunate to have strong organizations like the Cannabis Control Commission and the Massachusetts Cannabis Business Association to remove barriers, fight stigma, and bring cannabis into the mainstream. Join up with leaders to amplify your industry’s voice and share your own experience, mentorship, and opinions in a productive way. Be mindful to especially amplify voices of those who are disadvantaged: veterans, BIPOC entrepreneurs, social equity and economic empowerment applicants, and others who need support.
3. Keep unity at the core. Every day, entrepreneurs are grinding it out to stay viable, but no one business owner is alone. We are working hard to collaborate on education, social responsibility, and even customer referrals – a rising tide lifts all ships. Unifying our industry and community is our why.
4. Get out there. Get involved. Whether you partake in some form of a regular event, philanthropy, social club, or recreational activity, spend time in the community. The cannabis industry will overwhelm even the most disciplined operators. Cannabis is a lifestyle, and it will consume every minute. Take time to smell the flowers (pun intended!).
On 4/20, we were reminded how grateful we are to be in the cannabis industry in both Worcester and Northampton. We are grateful for the Resinate family, and we hope our energy and passion for our industry, and helping others, is truly inspiring. We will build events and promotions to reward and celebrate loyal customers. We strive to become better and more unified in our approach as local owners/operators. Unity is at the core of who we are.
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