The next ten years will be a struggle of resource allocation in the cannabis industry. Investment in expensive means of production and infrastructure will be continually weighed against market share & branding. In the end a commodity always faces downward pressure on cost but brands act as a vehicle for growth. Return on investment over the long run will be directly tied to sustainable brand equity. Capturing the hearts of consumers through lifestyle integration and esteem will propel sales. We have an awesome responsibility to show cannabis' place in people's lives. The cannabis community is growing & its our responsibility to welcome them home.