Becoming Legend: The Billion-Dollar Blueprint to Be a Whale in a Sea of Sharks

Armed with only his hustle and an otherworldly sense of marketing and branding, Berner 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. He has grown Cookies into a billion-dollar mainstream company with over 70 stores across the country and the world, added a sought-after streetwear side-brand, and gained millions of fans eagerly awaiting his next move. And 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 franchise restaurants.

In Becoming Legend, Berner, the first cannabis CEO to grace both the cover of Forbes magazine and have a New York Times profile, pulls back the curtain on his own incredible rise to success while bringing to light how he did it and how you can too:

• 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 people with impact.
• You Have to 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.