Leadership Starts On Front Lines, Not In Boardroom According To These Cannabis Experts

Operational excellence was a central theme at the IgniteIt Cannabis Capital Conference in Chicago, where executives agreed that today’s industry leaders are defined not by rapid expansion, but by disciplined execution, adaptability, and strong leadership.

Christina Betancourt Johnson, CEO of Standard Wellness Maryland, moderated the panel, which featured Daniel Cook, CEO of True Terpenes; Emma Andrews, CEO of NextLeaf Solutions; Aaron Miles, Chief Investment Officer at Verano Holdings; and Terry Mendez, CEO of Safe Harbor Financial. The discussion took place during the IgniteIt Cannabis Capital Conference at the Chicago Marriott Downtown Magnificent Mile.

Betancourt Johnson kicked off the conversation by noting that tighter margins, limited access to capital, and increased competition have forced companies to rethink what success looks like. She said the focus in the cannabis industry has shifted from growing as fast as possible to building businesses that consistently deliver results.

For Safe Harbor Financial’s Mendez, execution starts with making sure every employee understands the company’s direction.

“People must understand where we’re going, how we’re going to get there,” he said, adding that everyone, “down to the budtender,” should be able to explain the company’s strategy.

Leadership Beyond Boardroom

NextLeaf Solutions’ Andrews said true leaders cannot manage from behind a desk. Instead, they should spend time on production lines, visit retailers, and talk directly with customers.

“Roll up your sleeves, be an authentic leader, and understand what’s going on in the trenches,” she said.

True Terpenes’ Cook highlighted that discipline is equally important. “There’s such a broad range of things you can do in this world of cannabis,” he said. “You have to have the discipline to narrow it down to where you can generate a sustainable competitive edge.”

Another important aspect of successful business execution is constant communication and regular identification of priorities, Cook added.

According to Verano’s Miles, success is built through making difficult decisions that may temporarily hurt performance but strengthen the business in the long run. He pointed to investments in cultivation that required slowing production and sacrificing market share before increasing output later. He said the company had to slow production and give up some market share before it could increase production later.

“You have to understand the dynamic of the industry that you’re operating in,” Miles said. “You can’t anchor to a plan. I think you have to anchor to standards and principles and let the plan flex.”

Leadership Without Ego

The panelists also shared leadership lessons they learned by giving others more ownership and responsibility.

Andrews said she struggled to hand over responsibilities, particularly in marketing, but realized her team needed room to learn.

“I had to step out of my own way and sit in the back seat a little bit more,” she said.

She also said adopting a servant leadership mindset changed how she viewed her role.

“We’re not actually at the top of the tower. We’re at the bottom serving the rest of our company.”

Cook Said he urged his senior leadership team to complete a 360-degree review of his performance, while Miles said Ryan Holiday’s book Ego Is the Enemy helped reshape his approach to leadership by encouraging collaboration.

“When we can collaboratively work, companies really succeed,” Miles said.

In the meantime, experts also discussed customers.

According to Mendez, businesses that are reporting struggles are often those that lose sight of who their customer really is.”You must get on the road,” he said. “Go talk to that owner.”

Cook seconded that stance. He emphasized that customer relationships belong to every department, not just sales. “It’s never just the job of sales,” he said.

The times of growth at all costs are long gone. In 2026 and beyond, operational excellence is a competitive advantage.

Success increasingly depends on disciplined execution, scalable processes, effective leadership, financial resilience, and the ability to adapt to changing regulatory and market conditions. Join us at IgniteIt’s Colorado Market Spotlight in Denver on September 18 to explore the operational strategies driving growth across one of the country’s fastest-evolving cannabis markets, and continue the conversation at IgniteIt’s Washington, D.C. Summit on November 18, where industry leaders, policymakers, investors, and operators will examine the federal policies and business trends shaping the next phase of the cannabis industry.