Cannabis Is Complicated. That’s Why Experience Matters.

Courtney E.
7 days ago
3 min read

The cannabis industry moves fast.Regulations shift. Markets mature. Margins tighten. Operators pivot. Investors chase opportunity while trying to avoid costly mistakes.

And somewhere in the middle of all that?There are founders, teams, and investors trying to build something real.

That’s where we come in.

At Twenty Twenty Consulting, we don’t just understand cannabis from the outside looking in. We’ve lived it — from startup growth to multi-state expansion, brand development, sales leadership, distribution logistics, and operational scaling.

And we now use that experience to help operators and investors navigate the industry with more clarity, strategy, and confidence.

🌿 We Built in Cannabis Before We Consulted in Cannabis

Before consulting, we co-founded and operated Shelf Life Distributing — a full-service cannabis distribution company in California.

What started as a small operation evolved into a statewide organization servicing hundreds of dispensaries and representing more than 20 brands.

We:

Built and led sales and marketing teams
Managed warehouse and delivery operations
Navigated California compliance and logistics
Worked directly with retailers, brands, and operators
Developed go-to-market strategies across diverse product categories
Experienced firsthand the pressure of scaling in a rapidly evolving market

Cannabis taught us quickly:

Great products alone don’t build successful companies. Systems, execution, relationships, and adaptability do.

🚀 Then We Expanded Into Multi-State Leadership

After selling Shelf Life, we each continued building deep operational experience within the cannabis industry.

Courtney → Wana Brands

Courtney helped expand one of the most recognized cannabis brands in North America into seven East Coast markets — supporting launches, sales strategy, distributor relationships, and market development across highly regulated states.

That experience reinforced how different each market truly is:

Different regulations
Different consumer behavior
Different retailer expectations
Different operational realities

There is no “copy and paste” success formula in cannabis.

Wes → Bhang

As VP of Global Revenue for Bhang, Wes worked across both U.S. and Canadian cannabis markets — helping lead revenue strategy, expansion planning, and operational growth in an increasingly competitive global landscape.

Working internationally sharpened his understanding of:

scalable infrastructure
forecasting and velocity planning
product positioning
retail strategy
and how quickly cannabis markets can evolve when capital and regulation collide

🧠 So… Who Do We Help?

🌱 Aspiring Cannabis Operators

Thinking about entering the cannabis industry?

We help founders understand:

where opportunities actually exist
common operational blind spots
how licensing, distribution, and sales structures work
realistic go-to-market expectations
and how to avoid expensive beginner mistakes

Because cannabis is operations, compliance, cash flow, relationships, execution, and resilience.

💰 Cannabis Investors

Cannabis investing can look exciting from the outside — but operators know the reality is nuanced.

We work with investors looking to better understand:

distribution models
retail dynamics
manufacturing realities
multi-state expansion
operational bottlenecks
team structure
and what healthy vs. unhealthy growth looks like

Sometimes the smartest investment isn’t deploying more capital. Sometimes it’s understanding the operational engine underneath the business first. That’s where operator-led advisory matters.

🛠 We Operate as Strategic Advisors

At Twenty Twenty Consulting, we serve as strategic advisors for cannabis businesses, leadership teams, and investors who want grounded insight from people who’ve actually done the work.

We bring:

operator experience
sales and distribution expertise
communication and leadership systems
go-to-market strategy
organizational structure
and honest perspective about what it really takes to succeed in cannabis

🌿 Cannabis Is Still Early

Despite the headlines, this industry is still evolving.

There is enormous opportunity ahead — for the right operators, the right investors, and the right teams.

But sustainable growth requires more than excitement.It requires strategy, adaptability, and experienced guidance.

That’s the work we love doing.

🔗 Interested in Working Together?

Whether you’re entering the cannabis industry, scaling an existing operation, or evaluating investment opportunities, Twenty Twenty Consulting offers strategic advisory rooted in real operational experience.