x
Krysta Jones
Founder, The High Country Girls & Highly Connected
In this conversation, Krysta Jones shares her organic journey into brand building and the cannabis industry, emphasizing the importance of community, connection, and strategic partnerships. She discusses the challenges and rewards of working in a highly regulated space, offers advice for entrepreneurs, and highlights the significance of diversification in business.
Community is the brand. Krysta's career grew organically from throwing parties to building networks; follow-through with your community beats fancy setups and big-budget gimmicks every time.
In regulated industries, be the picks and shovels. Plant-touching cannabis businesses take the hardest beating; the winners are diversified, come from other industries, or have cushion to withstand the storm.
Don't go all-in on the hot industry. She winces when people quit corporate jobs to 'go all in on cannabis'; if she restarted, she'd build a broader marketing company with a cannabis niche, not a cannabis-only brand.
Be in the market to spot the trends. She bought Colorado real estate before the surge and repeated the play in Florida in 2020; you can't see the pattern from the sidelines.
