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This is an excerpt from Todd Harrison‘s Cannabis Confidential newsletter, published on April 17. Click here to get Cannabis Confidential delivered to your inbox daily.
I’ve been working with the Benzinga Cannabis team for the last few years to help layer experiences atop their biannual cannabis conferences, which have emerged from the once-littered canna landscape as the last must-attend industry event standing.
Gatherings like this have long been a part of my DNA. Back in the Minyanville days, we had a robust digital community that navigated financial markets in real-time and we hosted Minyans in the Mountains and Festivus events to bring those pixels to life.
In October 2021, we took the same model and applied it to the cannabis industry. It was a fairly simple recipe:
Identify your silos: for canna, those were operators, investors, bankers, analysts.
Seed each silo with critical mass; thought-leaders + decision-makers.
Use that critical mass as the genesis for growth and create scarcity value.
Fill (don’t overfill) silos with quality > quantity with a strict ‘no asshole’ policy.
At the event, lift the lids off the silos and watch the entourage effect go nuts.
Benzinga is a
