By Javier Hasse
Meet Jane West, cannabis advocate: the tale of how her brand came to be and acquired celebrity status — how she became one of most prominent advocacy voices in the cannabis industry and was named “the most widely recognized female personality in cannabis” by Inc. magazine in 2016 — is marked by the overcoming of social stigma, the embrace of reputational and legal risk that came with getting involved in the pot space, the need to become an industry operator and advocate, the lack of seed capital, the taking advantage of a preexisting skillset, the challenge of an industry migration rather than a job change, the recognition of an unfulfilled need and capitalization of such an opportunity and the fortune of being at the right place at the right time.
“When I first joined the industry more than four years ago, a lot of people thought we were going to change the world — the consciousness of the planet. But that wasn’t my original motivation; I just wanted to be able to smoke joints at an upscale event,” Jane comments.
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