{"id":3715,"date":"2022-01-18T21:04:08","date_gmt":"2022-01-18T21:04:08","guid":{"rendered":"https:\/\/www.leafly.com\/wp-home\/?p=188624"},"modified":"2022-01-18T21:04:08","modified_gmt":"2022-01-18T21:04:08","slug":"28-grams-of-game-from-berners-inspiring-rise-to-the-top","status":"publish","type":"post","link":"https:\/\/thcinct.com\/?p=3715","title":{"rendered":"28 grams of game from Berner\u2019s inspiring rise to the top"},"content":{"rendered":"<p>  <title>28 grams of game from Berner\u2019s inspiring rise to the top | Leafly<\/title>     <!-- This is Index Exchange, a script\/\/3rd-party integration that interjects GAM. It needs to be 'ahead' of GTM in the DOM, which comes from Cephalopod. GTM loads GAM. 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You&#8217;re not old enough to use Leafly.<\/p>\n<\/div>\n<p class=\"hidden age-gate__loading\">Redirecting you to<span class=\"redirect-domain\"><\/span><\/p>\n<p class=\"text-xs mt-auto\">By accessing this site, you accept<br \/>\nthe <a class=\"py-xl\" data-testid=\"tou-link\" href=\"https:\/\/www.leafly.com\/info\/terms-of-use\">Terms of Use<\/a><br \/>\nand <a class=\"py-xl\" data-testid=\"pp-link\" href=\"https:\/\/www.leafly.com\/info\/privacy-policy\">Privacy Policy<\/a>.<\/p>\n<\/div>\n<\/div>\n<div class=\"container my-xl\">\n<div class=\"row\">\n<div class=\"col md:col-9\" id=\"article-content\">\n<p class=\"has-drop-cap\">Just over a decade ago, Berner was best known for making independent music with pot culture icons like Wiz Khalifa. But after building <a href=\"https:\/\/www.leafly.com\/brands\/cookies\">Cookies<\/a> into an international brand, he\u2019s now one of the biggest legacy players in the entire legal weed industry.<\/p>\n<p>\u201cCookies outgrew me,\u201d Berner said proudly when asked about his multi-state operation on The Bootleg Kev Podcast last year. <\/p>\n<figure class=\"wp-block-pullquote is-style-solid-color\">\n<blockquote>\n<p>\u201cPeople know what Cookies is and don\u2019t know me. That\u2019s amazing.\u201d \u2013 Berner<\/p>\n<\/blockquote>\n<\/figure>\n<p>But he still remembers when it was the other way around. Before he was fielding billion-dollar offers for his company, Berner was an independent rapper who loved weed so much that he got a day job at a dispensary. He stayed close to the plant, grew an organic network, and applied his prolific work effort to both music and marijuana throughout the 2010s. <\/p>\n<p>On his way to the billionaire buds club, he\u2019s introduced the world to iconic strains like <a href=\"https:\/\/www.leafly.com\/strains\/gsc\">GSC<\/a> via his music connections, and set up friends like Rick Ross with their own legal weed operations. And with over 40 independent albums and enough genetics to plan strain drops through 2080, he\u2019s still got much more to teach the world about growing green on your own terms.<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>For all of the budtenders, breeders, and sellers following the trail Berner blazed to legitimate generational wealth, we rolled his journey into 28 quick hits of game that you can carry with you on your way to the top.<\/p>\n<\/blockquote>\n<div class=\"leafly-table-of-contents w-full relative\"><button class=\"w-full text-left text-sm bg-leafly-white py-xs px-sm font-medium\" type=\"button\" id=\"tableOfContents\" data-toggle=\"dropdown\"><\/p>\n<p><span>Jump by the g<\/span><span class=\"caret\"><\/span><\/p>\n<p><\/button><\/div>\n<hr class=\"wp-block-separator\">\n<figure class=\"wp-block-image size-large\"><img width=\"1024\" height=\"640\" alt=\"New strain alert: Cereal Milk! A cross of Snowman with The Y. (Courtesy of Berner, #ShotbyFarid)\" class=\"wp-image-94413 has-ll lazyload\" data-srcset=\"https:\/\/thcinct.com\/wp-content\/uploads\/2022\/01\/28-grams-of-game-from-berners-inspiring-rise-to-the-top.jpg,compress&amp;w=550 550w, https:\/\/thcinct.com\/wp-content\/uploads\/2022\/01\/28-grams-of-game-from-berners-inspiring-rise-to-the-top.jpg,compress&amp;w=740 740w, https:\/\/thcinct.com\/wp-content\/uploads\/2022\/01\/28-grams-of-game-from-berners-inspiring-rise-to-the-top.jpg,compress&amp;w=1100 1100w, https:\/\/thcinct.com\/wp-content\/uploads\/2022\/01\/28-grams-of-game-from-berners-inspiring-rise-to-the-top.jpg,compress&amp;w=1480 1480w\"><figcaption>Grab some game and elevate your future moves. (Courtesy of Berner, #ShotbyFarid)<\/figcaption><\/figure>\n<h2 id=\"h-1-plant-solid-roots\">1. Plant solid roots<\/h2>\n<p>Berner was raised in San Francisco and moved to Arizona as a teen before returning to the Bay to focus on music and explore the medical weed scene. Even as Cookies blossoms into a global entity year over year, Berner\u2019s stayed deeply rooted to his native soil from day one.<\/p>\n<p>Northern California\u2019s <a href=\"https:\/\/www.leafly.com\/news\/strains-products\/california-emerald-triangle-cannabis-epicenter\" target=\"_blank\" rel=\"noreferrer noopener\">Emerald Triangle<\/a> is known to yield some of the best bud in the world, and the neighboring Bay Area has a rich history of producing self-owned rap pioneers like Too $hort and E-40. With ownership of both his weed and music ventures, Berner\u2019s biggest moves hold deeply true to his NorCal roots.<\/p>\n<h2 id=\"h-2-grow-from-the-ground-up\">2. Grow from the ground up <\/h2>\n<figure class=\"wp-block-pullquote is-style-solid-color\">\n<blockquote>\n<p>\u201cIf you want to get in the weed game, go work at a dispensary\u2026 Start from the ground up, like I did. Learn the business. Understand what you want to do and why you\u2019ll be impactful in that space. And work your way up.\u201d \u2013 <strong>Berner\u2019s advice on The Bootleg Kev Podcast<\/strong><\/p>\n<\/blockquote>\n<\/figure>\n<p>After leaving school and returning to The Bay, Berner dove head first into the blooming medical marijuana field around 2001. Then he spent the next half decade working his way up to manager at <a href=\"https:\/\/www.bernersonhaight.com\/about\" target=\"_blank\" rel=\"noreferrer noopener\">Hemp Center<\/a> in San Francisco. \u201cThat\u2019s when I really fell in love with the shit,\u201d he remembers. \u201cI got hired as an intake person, checking doctor\u2019s notes, then budtender, then buyer.\u201d<\/p>\n<h2 id=\"h-3-study-the-game\">3. Study the game<\/h2>\n<p>Berner stresses that aspiring owners must eventually learn all levels of their business if they want to be successful. His years of experience with customers, suppliers, and branding planted the seeds for his generational vision for Cookies.<\/p>\n<figure class=\"wp-block-pullquote is-style-solid-color\">\n<blockquote>\n<p>\u201cUnderstand the consumer, understand the vendor, understand the grower, understand the POS system, understand the budtender, understand how to merchandize, everything before you get in.\u201d \u2013 <strong>Berner\u2019s advice to cannabis entrepreneurs<\/strong><\/p>\n<\/blockquote>\n<\/figure>\n<h2 id=\"h-4-have-a-plan\">4. Have a plan<\/h2>\n<p>Your goal shouldn\u2019t just be: \u2018Get into the legal weed game.\u2019 Find a practical way to add value from day one that you enjoy. Berner lists some of the dozens of entry points that exist for those who don\u2019t have their vision fully mapped out yet in many of his <a href=\"https:\/\/www.youtube.com\/results?search_query=berner+interview\" target=\"_blank\" rel=\"noreferrer noopener\">interviews<\/a>. <\/p>\n<p>So how would you answer if you met Berner tomorrow and he asked: \u201cDo you want to be a designer? A grower? A store operator? Do you want to build a brand?\u201d Be prepared to answer, whether you meet him or not. Because your ultimate goal will inform the steps you take along the way.<\/p>\n<h2 id=\"h-5-expand-organically\">5. Expand organically<\/h2>\n<p>Berner\u2019s status as Cookies CEO still doesn\u2019t overshadow his impressive catalog of music. His 2021 Spotify wrapped reported 8.2 million fans enjoying almost 100 millions streams. And he hit those numbers without chasing the charts artificially. \u201cI don\u2019t wanna go big. I don\u2019t wanna be on the fucking radio, bro,\u201d he explains.<\/p>\n<figure class=\"wp-block-pullquote is-style-solid-color\">\n<blockquote>\n<p>\u201cI like being an underground artist. Mainstream artists, as soon as they come off the radio, they say they fell off. But if you look at my music career, it\u2019s only gone (up steadily) every year. Naw, I\u2019ve never shot up, never had a straight home run. But I\u2019ve elevated every year. So if I get a record that hits, hits\u2026 I\u2019ve got a 42-album catalog to back that up.\u201d \u2013 <strong>Berner<\/strong><\/p>\n<\/blockquote>\n<\/figure>\n<h2 id=\"h-6-diversify-your-buds\">6. Diversify your buds<\/h2>\n<p>Berner\u2019s diverse approach to both weed and music have helped all of his ventures grow rapidly. But he admits, \u201cIt\u2019s kind of spooky sometimes,\u201d reflecting on all of the cookie jars he has his hands in. \u201cThere\u2019s a crazy ecosystem of very valuable companies,\u201d he told <a href=\"https:\/\/www.youtube.com\/watch?v=A0msbj994ss\" target=\"_blank\" rel=\"noreferrer noopener\">Bootleg Kev<\/a> in a hushed tone. \u201cCookies (clothing) is on path to do $50-55 million in 2021 on just clothing. Up from $32 million last year.\u201d Remember, that\u2019s not the weed, just the clothing.<\/p>\n<figure class=\"wp-block-pullquote is-style-solid-color\">\n<blockquote>\n<p>\u201cIf you look at Cookies clothing, Cookies cannabis, Vibez papers\u2026 Crazy traction\u2026 Equity in WeedMaps. Stuff like GPen and Santa Cruz Shredder\u2026 And then you got (Cookies\u2019) sister brand, Lemonade, which is killing it, too\u2026\u201d \u2013 <strong>Berner<\/strong> <\/p>\n<\/blockquote>\n<\/figure>\n<p>And that\u2019s not counting his music money, or businesses he forgot to mention like Hemp2O, Exoticz. \u201cI could honestly live and raise my family off (my) music,\u201d he says. And he knows that people say, \u201cOh he\u2019s just the weed guy.\u201d But he prefers it that way. <\/p>\n<h2 id=\"h-7-play-chess-not-checkers\">7. Play chess not checkers<\/h2>\n<p>Federal prohibition and the SAFE Banking Act still make it difficult for legitimate cannabis businesses to operate. Another reason Berner\u2019s music is such a valuable part of his empire.<\/p>\n<figure class=\"wp-block-pullquote is-style-solid-color\">\n<blockquote>\n<p>\u201cMusic is bankable revenue for me. With cannabis, you can\u2019t bank that. You have to play chess and move it around. It\u2019s such a grey area because it\u2019s not federally legal yet, but the iTunes check hit that bank every month, I can pay my mortgage every month.\u201d \u2013 <strong>Berner<\/strong><\/p>\n<\/blockquote>\n<\/figure>\n<h2 id=\"h-8-use-your-genetics\">8. Use your genetics<\/h2>\n<p>Berner is aware of the traits he got naturally from his parents, and does his best to use them. He credits his prolific work ethic to his dad, a Mexican chef. And he blames his social charm on his Italian mother, an office worker who taught him, \u201cYou have to be a good conversationalist.\u201d <\/p>\n<p>\u201cI\u2019ve never met Berner\u2019s team, I always talk to Berner directly, \u201d observed <a href=\"https:\/\/www.youtube.com\/watch?v=hZYh4aPniw0\" target=\"_blank\" rel=\"noreferrer noopener\">DJ Envy in an interview<\/a> earlier this year. Berner explained, \u201cI got it from my mom\u2026 If you\u2019re not hands-on, you\u2019ll be misrepresented.\u201d He also saves money on paying managers and middlemen to handle his business for him.<\/p>\n<h2 id=\"h-9-don-t-quit-your-day-job\">9. Don\u2019t quit your day job<\/h2>\n<p>Even as his independent rap career took off, Berner didn\u2019t stop showing up to work. He saw the value of continuing to network with vendors and learning the industry. But he also knew when it was time to let go and grow.<\/p>\n<figure class=\"wp-block-pullquote is-style-solid-color\">\n<blockquote>\n<p>\u201cPeople would come in, fans of the music, (that) couldn\u2019t believe I just worked there. I just was fucking working there because I loved it. And as my music career got bigger and bigger, I had to commit less and less time to working there.\u201d \u2013 <strong>Berner<\/strong><\/p>\n<\/blockquote>\n<\/figure>\n<figure class=\"wp-block-image size-large\"><img width=\"1024\" height=\"576\" alt class=\"wp-image-191171 has-ll lazyload\" data-srcset=\"https:\/\/thcinct.com\/wp-content\/uploads\/2022\/01\/28-grams-of-game-from-berners-inspiring-rise-to-the-top-1.jpg,compress&amp;w=550 550w, https:\/\/thcinct.com\/wp-content\/uploads\/2022\/01\/28-grams-of-game-from-berners-inspiring-rise-to-the-top-1.jpg,compress&amp;w=740 740w, https:\/\/thcinct.com\/wp-content\/uploads\/2022\/01\/28-grams-of-game-from-berners-inspiring-rise-to-the-top-1.jpg,compress&amp;w=1100 1100w, https:\/\/thcinct.com\/wp-content\/uploads\/2022\/01\/28-grams-of-game-from-berners-inspiring-rise-to-the-top-1.jpg,compress&amp;w=1480 1480w\"><figcaption>Berner patronizes a medical cannabis club in the 2000s. (via High Design) <\/figcaption><\/figure>\n<h2 id=\"h-10-stay-grounded\">10. Stay grounded<\/h2>\n<p>After Cookies on Melrose was raided and damaged in spring of 2020, Berner took to <a href=\"https:\/\/www.instagram.com\/p\/CA12SRwFJbb\/?utm_source=ig_embed&amp;ig_rid=04916500-046c-4702-b7eb-c34e9afade51\" target=\"_blank\" rel=\"noreferrer noopener\">Instagram<\/a> to show his support for the people over property. While many CEOs prioritized their expenses, Berner showed solidarity with the outcry that boiled over after George Floyd\u2019s death.<\/p>\n<p>\u201cIt\u2019s extremely unfortunate what happened to our store tonight on Melrose. But as a human living in the world we\u2019re living in today, I cannot expect anything less until justice is served,\u201d&nbsp;he said in the video posted to his 1.8 million Instagram followers. \u201cWe can rebuild our store, but you cannot bring someone back to life.\u201d The Melrose location reportedly makes <a href=\"https:\/\/www.forbes.com\/sites\/javierhasse\/2020\/09\/16\/berner\/?sh=71580230541d\" target=\"_blank\" rel=\"noreferrer noopener\">$450,000 per day<\/a>.<\/p>\n<h2 id=\"h-11-equity-over-easy-money\">11. Equity over easy money<\/h2>\n<p>Berner has a warning for those cannabis entrepreneurs who are rushing for a quick payday. Consider doubling down on yourself before giving away a piece of your pot.<\/p>\n<figure class=\"wp-block-pullquote is-style-solid-color\">\n<blockquote>\n<p>\u201cA lot of people are looking for that money right now. (But) there\u2019s power in building equity. When I look at my equity in Cookies (weed side) alone. I only take a small salary from Cookies weed side. I get a salary that\u2019s almost laughable (for) the type of shit I do. But the equity is there if I ever want to pull.\u201d \u2013 <strong>Berner on The Bootleg Kev Podcast<\/strong><\/p>\n<\/blockquote>\n<\/figure>\n<h2 id=\"h-12-stay-close-to-the-plant\">12. Stay close to the plant<\/h2>\n<p>In the words of Leafly California Bureau Chief David Downs, \u201calways stay close to the plant.\u201d<\/p>\n<figure class=\"wp-block-pullquote is-style-solid-color\">\n<blockquote>\n<p>\u201cIf you go to my studio session right now, there\u2019s 42 jars laid out on the table. All different names on them. I\u2019ve got a note pad next to those jars. I\u2019m just smoking them, taking notes on what I like and why I like it. Slowly putting them aside, picking which one\u2019s I\u2019m gonna keep and which one\u2019s I\u2019m gonna give away\u2026 It\u2019s a fucking process. I love this shit.\u201d \u2013 <strong>Berner on his love for buds<\/strong><\/p>\n<\/blockquote>\n<\/figure>\n<h2 id=\"h-13-curate-your-environment\">13. Curate your environment<\/h2>\n<p>As medical cannabis expanded in the 2000s, Berner built an eco-system that suited his goals perfectly. By 2012, he was running a club that served as a safe space for cannabis users and creatives. And when stoner icon Wiz Khalifa visited, they instantly clicked. Berner ended up signing to Khalifa\u2019s label, and helped him breed and roll out the infamous <a href=\"https:\/\/www.leafly.com\/strains\/khalifa-kush\" target=\"_blank\" rel=\"noreferrer noopener\">Khalifa Kush<\/a> brand.<\/p>\n<h2 id=\"h-14-document-the-process\">14. Document the process<\/h2>\n<figure class=\"wp-block-pullquote is-style-solid-color\">\n<blockquote>\n<p>\u201cIf you go back to YouTube, I think the reason why Cookies resonated with people is I documented every step of that process. So if you\u2019re gonna build something, document it. You can go see me pulling strings through my hoodies ten years ago on YouTube. You can see me making those hoodies, selling that shit. You can see me (working) in the dispensary way long ago. I\u2019ve documented every (part of the) process.\u201d \u2013 <strong>Berner<\/strong><\/p>\n<\/blockquote>\n<\/figure>\n<figure class=\"wp-block-image size-large\"><img width=\"1024\" height=\"640\" alt=\"Berner and B-Real bring livestreams, new music, and stores deals to 4\/20. (Courtesy B-Real)\" class=\"wp-image-132921 has-ll lazyload\" data-srcset=\"https:\/\/thcinct.com\/wp-content\/uploads\/2022\/01\/28-grams-of-game-from-berners-inspiring-rise-to-the-top-2.jpg,compress&amp;w=550 550w, https:\/\/thcinct.com\/wp-content\/uploads\/2022\/01\/28-grams-of-game-from-berners-inspiring-rise-to-the-top-2.jpg,compress&amp;w=740 740w, https:\/\/thcinct.com\/wp-content\/uploads\/2022\/01\/28-grams-of-game-from-berners-inspiring-rise-to-the-top-2.jpg,compress&amp;w=1100 1100w, https:\/\/thcinct.com\/wp-content\/uploads\/2022\/01\/28-grams-of-game-from-berners-inspiring-rise-to-the-top-2.jpg,compress&amp;w=1480 1480w\"><figcaption>Berner and B-Real bring livestreams, new music, and stores deals to 4\/20. (Courtesy B-Real)<\/figcaption><\/figure>\n<h2 id=\"h-15-give-the-ogs-their-flowers\">15. Give the OGs their flowers<\/h2>\n<p>Berner took his music game to the next level by collaborating with Bay Area legends Equipto and The Jacka early on. The OGs showed him how to produce high quality music on his own terms and he took the flame and ran with it.<\/p>\n<p>Berner also gained the confidence of music industry heavyweight Steve Lobel who became an early investor. \u201cWhen you have close friends like Steve Loble to call up, you pretty much can get any feature you want,\u201d says Berner. He even got an official co-sign from the estate of elusive Mob boss John Gotti. Gotti Jr. gave Berner clearance to use the family <em>Gotti<\/em> name, image, and unreleased tapes from the Teflon Don\u2019s real life RICO cases.<\/p>\n<h2 id=\"h-16-collaborate-constantly\">16. Collaborate constantly<\/h2>\n<p>Working with rap superstars like B-Real and Rick Ross is a no brainer, but Berner\u2019s also got a talent for turning underground greats into valuable partners. He\u2019s released more joint albums with other rappers than we count with two hands, but also uses his current powers to give back to the pioneers who paved the way. <\/p>\n<blockquote class=\"wp-block-quote\">\n<p>\u201cThe first person I partnered with was <a href=\"https:\/\/merryjane.com\/news\/redman-finds-20-year-old-dimebags-of-weed-at-his-moms-house-in-hilarious-video\" target=\"_blank\" rel=\"noreferrer noopener\">Branson<\/a>. (He\u2019s) been an O.G. for a long time. So that was the first person I wanted to do a deal with\u2026 We\u2019ve been showing him what the rec game looks like. And his mind\u2019s been blown by it.\u201d \u2013 <em>Berner<\/em><\/p>\n<\/blockquote>\n<p>In addition to working with NYC weed trailblazer like Branson, he\u2019s also helping Chris Webber bring legal cannabis access and opportunities to Detroit via Cookies U.<\/p>\n<h2 id=\"h-17-swim-with-the-sharks\">17. Swim with the sharks<\/h2>\n<p>There are already a handful of billionaires in the legal and illicit cannabis industries. But few in or within reach of the billionaire buds club hold the clout that Berner\u2019s name carries from both farms to boardrooms. His double-barrel clout was on display in a meeting with 7-Eleven executives. And while most would be intimidated in a meeting with corporate bigwigs, he calmly used Instagram Live to send 40,000 comments to the company\u2019s page in minutes, leveraging his brand\u2019s impact right before their eyes. That\u2019s a level of power that can\u2019t be bought overnight.<\/p>\n<h2 id=\"h-18-do-what-you-love\">18. Do what you love<\/h2>\n<p>Berner\u2019s had independent distribution with <a href=\"https:\/\/empi.re\" target=\"_blank\" rel=\"noreferrer noopener\">Empire<\/a> since 2006. As one of the first clients for the label that now serves many of the biggest indie artists in music, he\u2019s fostered a symbiotic relationship between his music and marijuana endeavors. He\u2019s so successful that he said he feels bad when he learns that fellow artists \u201cdon\u2019t make any money off their music,\u201d or \u201cthey can\u2019t drop their music when they want.\u201d <\/p>\n<p>He explains that \u201cMusic is therapy, it\u2019s like a journal. So how could I not drop it when I want to drop it when I want to drop it? If I decided to put down Cookies today or stopped doing anything else, I could live off my music.\u201d That\u2019s why when he was offered traditional record deal recently, he replied: \u201cWhy would I do that?\u201d<\/p>\n<h2 id=\"h-19-prioritize-your-health\">19. Prioritize your health<\/h2>\n<p>Berner\u2019s life may have been saved by his decision to get an early cancer screening at the advice of his doctor. He was told that another six months without detection would have killed him. \u201c1 in 3, will be diagnosed with cancer in their lives and 71 percent are getting cancers that aren\u2019t commonly screened,\u201d he said on The Breakfast Club. \u201c<\/p>\n<p>He is recovering from a recent surgery and is sharing the fight with his fans on IG, a decision that would be difficult for many. <\/p>\n<figure class=\"wp-block-pullquote is-style-solid-color\">\n<blockquote>\n<p>\u201cIf I fight I privately, no one\u2019s gonna know what the fuck I\u2019m going through mentally. But if I\u2019m straight up about it, and I share it with the world, that energy\u2019s powerful. People give you energy that you don\u2019t even know. And you need that shit. And two, people will know what I\u2019m going through. So maybe they\u2019ll lay off a little bit. Or when I cop a little attitude they won\u2019t take it personal. But I really did it to feel the love because I needed that shit\u2026 It makes me want to keep fighting.\u201d \u2013 <strong>Berner on <a href=\"https:\/\/www.youtube.com\/watch?v=v3314yXnNMQ\" target=\"_blank\" rel=\"noreferrer noopener\">The Premium Pete Show<\/a><\/strong><\/p>\n<\/blockquote>\n<\/figure>\n<p>He is now an outspoken advocate for the early screening technology that saved his life, hoping it can save many others. Berner channeled his emotions about the diagnosis into the <em>Gotti<\/em> album, which had an unlimited production budget and set his surgery day as the recording deadline.<\/p>\n<h2 id=\"h-20-stand-out-from-the-crowd\">20. Stand out from the crowd<\/h2>\n<p>Cookies\u2019 signature blue is one of the most distinct marks in the game. And many start-up brands are tracing Berner\u2019s outline instead of forging their own path.<\/p>\n<figure class=\"wp-block-pullquote is-style-solid-color\">\n<blockquote>\n<p>\u201cI was in the dispensary and I noticed nobody had a real brand. When you see that blue, you know what time it is\u2026 It was the first hoodie I made. Give me a different blue.\u201d \u2013 Berner<\/p>\n<\/blockquote>\n<\/figure>\n<p><a href=\"https:\/\/genius.com\/search?q=smoke%20cookies\" target=\"_blank\" rel=\"noreferrer noopener\">Dozens of artists<\/a> have name-checked the designer brand as a status symbol, including Migos and Young Thug. In 2018, Berner said he spent two hours every morning preparing gift bags for the influencers he would see throughout the day. Considering Cookies\u2019 current social media reach and impact, it was time well spent.<\/p>\n<h2 id=\"h-21-take-big-shots\">21. Take big shots<\/h2>\n<p>In 2012, he premiered the iconic Cookies blue hue in a music video he shot with Chris Brown and Wiz Khalifa video on a $500 budget. \u201cWhen I did that song, I ran into Chris Brown in the studio,\u201d he told Bootleg Kev. \u201cManagement approved the record, but (said) we can\u2019t do any video.\u201d That didn\u2019t stop Berner from finessing a a professional quality video with a 16-wheeler, 5-figure race track location, and two of the biggest artists in music as features. <\/p>\n<h2 id=\"h-22-don-t-sell-yourself-short\">22. Don\u2019t sell yourself short<\/h2>\n<p>When asked if he ever turned down a near-billion dollar offer when Cookies was still baking up. He said, \u201cYea, we get crazy offers all the time. I know next time we raise money for Cookies, it\u2019s gonna be in the multiple billions.\u201d<\/p>\n<figure class=\"wp-block-pullquote is-style-solid-color\">\n<blockquote>\n<p>\u201cI picked a very strategic, unique model. The reason we turned down $800 million back in the day is it was mostly stock. There was a good upfront, don\u2019t get me wrong. There was a lot of cash. But most of it was stock. I decided to raise small, $20 million. And I\u2019m still working off that same $20 million. And we stretched it and turned this shit into a fucking empire. Because we decided, instead of going out and buying assets and building from the ground, that would take too long, and a lot of money.\u201d \u2013 <strong><em>Berner<\/em><\/strong><\/p>\n<\/blockquote>\n<\/figure>\n<p>\u201cFuck major labels. They never understood me. They never wanted to take the time. That\u2019s probably their biggest mistake, because they probably would have had a piece of everything I\u2019m doing now.\u201d<\/p>\n<h2 id=\"h-23-plan-for-the-next-generation\">23. Plan for the next generation<\/h2>\n<p>\u201cI want to be a hundred-year brand,\u201d says Berner. He\u2019s already planning strains that will drop in 2080, along with marketing and messaging to customers to explain his vision even if he\u2019s no longer around to lead the company in 60 years.<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>\u201cWe\u2019re menu planning out for a hundred years. Not just right now. I got so (many) genetics in my hands right now form all the breeders that we have in-house and the ones we collaborated with. I kind of treat it like (collecting) beats. I pick A, B, C, D, E, F, G, keep \u2019em, (then) release a couple a year.\u201d \u2013 <em>Berner<\/em> <\/p>\n<\/blockquote>\n<h2 id=\"h-24-understand-ip\">24. Understand IP<\/h2>\n<p>Berner popularized the strain formerly known as Girl Scout Cookies, then seamlessly rebranded it as just Cookies to avoid legal issues because, \u201cWe knew we were gonna get sued.\u201d Protect your intellectual property as fiercly as your physical property, and respect the laws governing other peoples\u2019 IP.<\/p>\n<h2 id=\"h-25-keep-a-clear-mind\">25. Keep a clear mind<\/h2>\n<p>Berner famously doesn\u2019t drink alcohol. He had a wild streak from 18 to 23, \u201cbartending and doing coke.\u201d But it\u2019s been 15 years since he drank heavily or did substances other than cannabis.<\/p>\n<h2 id=\"h-26-make-grassroots-investments\">26. Make grassroots investments<\/h2>\n<p>Berner thinks that big money players should invest in the growers at the ground level before trying to raise more funds. Here\u2019s how he build his multi-state network:<\/p>\n<figure class=\"wp-block-pullquote is-style-solid-color\">\n<blockquote>\n<p>\u201cGo around the world, go around the country, find the operators that are killing it right now, let\u2019s do a partnership with them that\u2019s very rich in their favor right now. We keep the majority of money coming in right now. But we get a roll-up option on their stores. We get to purchase their store in the future. We get a small rip on percentage, and we get creative control of their operation. So you empower a great grower, provide them with an exit plan, (and) you empower their knowledge and their skills. I would rather work with a bunch of talented people than have to build everything because it would take too long.\u201d \u2013 Berner<\/p>\n<\/blockquote>\n<\/figure>\n<figure class=\"wp-block-image size-large\"><img width=\"1024\" height=\"576\" alt class=\"wp-image-191170 has-ll lazyload\" data-srcset=\"https:\/\/thcinct.com\/wp-content\/uploads\/2022\/01\/28-grams-of-game-from-berners-inspiring-rise-to-the-top-3.jpg,compress&amp;w=550 550w, https:\/\/thcinct.com\/wp-content\/uploads\/2022\/01\/28-grams-of-game-from-berners-inspiring-rise-to-the-top-3.jpg,compress&amp;w=740 740w, https:\/\/thcinct.com\/wp-content\/uploads\/2022\/01\/28-grams-of-game-from-berners-inspiring-rise-to-the-top-3.jpg,compress&amp;w=1100 1100w, https:\/\/thcinct.com\/wp-content\/uploads\/2022\/01\/28-grams-of-game-from-berners-inspiring-rise-to-the-top-3.jpg,compress&amp;w=1480 1480w\"><figcaption>Berner enjoys a joint while recording his daily shenanigans for social media in the 2000s. (via High Design)<\/figcaption><\/figure>\n<h2 id=\"h\">27. There is no competition<\/h2>\n<blockquote class=\"wp-block-quote\">\n<p>\u201cI\u2019ve seen weed unite people all around the world. That\u2019s why I do it. (And) I love weed. I\u2019m obsessed with it\u2026 I\u2019m passionate about this shit. When you\u2019re passionate about something and you really live it, and you understand why you\u2019re doing, I don\u2019t think you can even worry about no one else. So I welcome everyone getting in the game with open arms.\u201d \u2013 <em>Berner<\/em><\/p>\n<\/blockquote>\n<h2 id=\"h-28-own-your-own-story\">28. Own your own story<\/h2>\n<p>These days, it\u2019s important to own your narrative. And the steps we just outlined couldn\u2019t tell the half of what Berner went through on his long path to success. That\u2019s why he\u2019s teaming with a <a href=\"https:\/\/www.forbes.com\/sites\/javierhasse\/2021\/12\/07\/berner-discusses-his-new-tv-series-on-designer-weed-ft-snowfall-creator-den-of-thieves-director\/?sh=65313d11754d\" target=\"_blank\" rel=\"noreferrer noopener\">co-creator of Snowfall<\/a> to tell his life story in his own words. And we can\u2019t wait.<\/p>\n<h2 id=\"h-28-5-prepare-your-exit-plan\">28.5. Prepare your exit plan<\/h2>\n<p>An ounce is really 28.3495 grams. So, here\u2019s an extra nug:<\/p>\n<p>If you don\u2019t have an exit plan for every situation you\u2019re in, you\u2019re not playing the game, you\u2019re playing yourself.<\/p>\n<p>It could be retirement down the road, freedom now, or wealth for your children\u2019s children. But whether the party goes on all night, or ends early, you need to have your exit mapped out from the moment you enter.<\/p>\n<figure class=\"wp-block-pullquote is-style-solid-color\">\n<blockquote>\n<p>\u201cIf I ever exit, if there\u2019s ever a liquidity event\u2026 My goal is to pass this shit to my daughter. I tease her all the time. You\u2019re about to be a little CEO, you better learn the game.\u201d \u2013 <strong>Berner<\/strong><\/p>\n<\/blockquote>\n<\/figure>\n<div class=\"leafly-sailthru-signup p-lg my-xl bg-white rounded elevation-low border border-light-grey\">\n<p class=\"text-xs pt-lg\">By submitting this form, you will be subscribed to news and promotional emails from <a href=\"https:\/\/www.leafly.com\">Leafly<\/a> and you agree to Leafly&#8217;s <a href=\"https:\/\/www.leafly.com\/company\/tos\">Terms of Service<\/a> and <a href=\"https:\/\/www.leafly.com\/company\/privacy-policy\">Privacy Policy<\/a>. You can unsubscribe from Leafly email messages anytime.<\/p>\n<\/div><\/div>\n<\/p><\/div>\n<\/div>\n<p> <!-- Chartbeat --> <!-- End Chartbeat -->  <!--\nPerformance optimized by W3 Total Cache. Learn more: https:\/\/www.boldgrid.com\/w3-total-cache\/ Served from: _ @ 2022-01-19 01:36:38 by W3 Total Cache\n--><\/p>\n","protected":false},"excerpt":{"rendered":"<p>28 grams of game from Berner\u2019s inspiring rise to the top | Leafly Link copied to your clipboard Leafly Leafly \u00ae Loading\u2026 Where are you from? noyes Remember me for 30 days. I confirm that this is not a shared device. Darn! You&#8217;re not old enough to use Leafly. Redirecting you to By accessing this site, you accept the Terms of Use and Privacy Policy. Just over a decade ago, Berner was best known for making independent music with pot culture icons like Wiz Khalifa. But after building Cookies into an international brand, he\u2019s now one of the biggest legacy&#8230; <\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-3715","post","type-post","status-publish","format-standard","hentry","category-marijuana_information"],"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/thcinct.com\/index.php?rest_route=\/wp\/v2\/posts\/3715","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thcinct.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thcinct.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thcinct.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/thcinct.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3715"}],"version-history":[{"count":0,"href":"https:\/\/thcinct.com\/index.php?rest_route=\/wp\/v2\/posts\/3715\/revisions"}],"wp:attachment":[{"href":"https:\/\/thcinct.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3715"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thcinct.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3715"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thcinct.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3715"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}