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A young entrepreneur’s blueprint for taking the right risks, scaling to new heights, and building a legendary brand. “I love it when my fellow rap comrades diversify their portfolio with books of information and knowledge.”--Snoop Dogg Armed with only his hustle and an otherworldly instinct for marketing and branding, Berner, the co-founder and CEO of the world-conquering legal cannabis company Cookies, had the vision to see that cannabis was swiftly moving from the street corner to the corporate office and was able to make moves worthy of a chess grandmaster to launch the first dominant brand. Berner has grown Cookies into a billion-dollar mainstream company with more than seventy stores across the country and the world, added a sought-after streetwear side-brand, and gained millions of fans eagerly awaiting his next move. While building Cookies into the empire it is today, Berner took notes from everywhere: a strong sense of identity from the best streetwear brands, frequent collaborations from the music industry, and rapid expansion from Silicon Valley. In • It Starts with a Vision: Potential is everywhere. Recognize opportunities and don’t be afraid to think big. • Access Is Everything: Your network is your net worth. Learn how to leverage and increase your access to impactful people. • Become Timeless: Creating an identity is crucial in brand-building, whether it be you or your logo. • Put Your Fingerprints on Everything: If you let people speak for you or represent your vision, a great idea may never blossom. • Never Be Afraid to Throw Back Whales: Learn to trust your gut. Not all money is good money.
