2026-04-28
Dispensary menus train customers to chase the highest THC percentage. That kills product diversity, shortens the customer experience, and hurts long-term retention. Dr. Riley Kirk sits down with Jason to dismantle the retail myths costing cannabis businesses real money. Learn why the Indica and Sativa classification is obsolete, how to train budtenders to sell on chemical diversity instead of percentage, and what the pending hemp beverage ban means for consumer spending. Riley is a PhD pharmaceutical scientist, co-founder of the Network of Applied Pharmacognosy, and author of Reefer Wellness, distributed by Penguin Random House. š Good Feels THC beverages: getgoodfeels.com Connect with Dr. Riley Kirk: Book: Reefer Wellness ā available at dispensaries nationwide and on Amazon https://www.amazon.com/Reefer-Wellness-Understanding-Cannabis-Medicine/dp/0593847156 Research nonprofit: Network of Applied Pharmacognosy TikTok / Instagram: @cannabichem Podcast: Bioactive Podcast Chapters 0:00 Tricking a Major Book Publisher With Cannabis Photos 1:38 Educating 500K Cannabis Consumers Online 8:09 The Economics of Cannabis Content Creation 11:08 Endocannabinoid System Guide For Operators 15:02 Clinical Deficiency Theory and Untapped Market Segments 19:47 Cannabis Downsides Operators Need to Address 28:23 Why Indica and Sativa Labels Hurt Your Sales Floor 32:40 Stocking THCV For Daytime and High-Performance Consumers 42:37 Edibles vs Beverages: The Absorption Difference Explained 44:45 New Data on Cannabis Beverages Replacing Alcohol 45:42 How the Hemp Ban Shifts Consumer Spending 54:46 Reefer Wellness: The Book and Where to Get It 21+ where legal. Nothing for sale. š§ Full Episodes: highfunctioning.show š Subscribe: tr.ee/highfunctioningsubscribe šļø Spotify: tr.ee/highfunctioningspotify š Apple Podcasts: tr.ee/highfunctioningapple