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Adaptability: the key to unlocking longevity in hemp

If there's one lesson we can learn from nature, it's how adaptation is a key to survival, especially in perilous environments! Running a business in the cannabis industry is difficult! There are far more unknowns than knowns, which is why business owners working in cannabis, hemp, and CBD must be willing to make changes quickly to continue keeping up with the industry evolution. That's according to our latest guest on the Move the Stairs Podcast, Jody McGinness. Jody is the Executive Director for Hemp Industries Association, a nonprofit trade organization with the mission of making hemp a thriving industry in the United States.

By the way, you can listen to the entire Move the Stairs podcast here, or watch it here. But if you're in a hurry and want to jump right to the top insights, we've broken them down for you below.


Opportunities and challenges to connect your brand with customers

Connecting with your customers is hard work! Differentiating your restricted message compared to your competitor's outreach on social media is tough. Everyone is playing in the same health and wellness sandbox. However, Jody says these challenges can open doors for brands willing to adapt and get creative.

Where are reporters doing their homework?

There's a good chance you're already differentiating content across your social media platforms, but which one is most important when you're establishing thought leadership? Jody told us the Hemp Industries Association Instagram account content does really well connecting with hemp advocates but, LinkedIn is the channel to showcase professional expertise. This is where savvy industry reporters are doing their homework when researching your brand.

Top Qualities your hemp brand should have

This is the segment that inspired the title of this podcast. Jody does a great job explaining the concept of adaptability and why it's so important, now more than ever, for brands to build resilience and longevity.

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