Brad Moore, the President and CEO of Global Cannabis Applications Corp, started his career in marketing, working at Kodak, where he got an exceptional education in how to sell. His company is creating innovative strategies and solutions in the cannabis space. Always someone to be on the cutting edge of technology. He and Tom are discussing blockchain technology, navigating an industry without nearly enough data, and helping end-users make the best possible decisions.
Push-Pull Education
Brand and brand awareness is how you “cross the chasm” between an idea and the market. In his current industry, there is a cultivator at one end and a consumer at another, but the data and understanding that should help regulatory bodies facilitate communication between the two aren’t available. This means there is a lot of work that has to be done in education. It’s using a push-pull strategy to provide the education required to do certain things or communicate certain things, and that’s the pull strategy – the education, and that is what is going to get the company over the chasm.
Unique Challenges
One of the challenges Brad faces in his company is the huge variances that can occur between plant to plant. It’s not like a formulation that goes into a pill or a vaccine, so the different regulatory bodies have had to make decisions about how to tax and regulate it. To make their products available, they have to abide by rules made by people who don’t have all of the data. Brad is using innovative technologies to try and change that. Advocacy for patients informs a lot of his work, particularly making sure that end users have all of the information that they need to make informed decisions.
The Importance of Branding.
He talked about the Brand “Citizen Green” and what it needed to do for the company and for the market. He makes the comparison to a parent company and its subsidiary brands. Ultimately it means one thing, however, which is better outcomes for medical cannabis patients – Citizen Green, that is what it means.
Process-Driven Approach
Tom asked Brad about the process-driven approach used at GCAC, and Brad describes the different stakeholders involved in the company and the industry as a whole, and how he spent a great deal of time learning from different countries and how they arrange different processes in the industry. This is how they started to identify areas for improvement and innovation. He is now using blockchain technology to help consumers learn about products – which also helps suppliers and retailers get the information they need to provide good service and better products. Thanks to Blockchain technology, there are now user experience data attached to every gram of product, which is critical because plants change.
Partnerships and Looking to the Future
Jeffrey Hayzlett, who Brad first worked with at Kodak has taken a role as chairman of the board at GCAC, and Brad explains how their partnership has evolved over time. This kind of good working relationship with experts is important during uncertain times. Brad goes on to talk about how the blockchain basis of the company has been valuable during the pandemic. He believes that the blockchain mechanism he is using to solve problems in the cannabis industry is going to be very broadly applicable to any business dealing with consumables, or that otherwise deal with a lot of variance in their products.
Resources
Brad Moore on LinkedIn
Cannappscorp.com // Info@Cannappscopr.com
CitizenGreen.io
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