“Legal cannabis arguably is the biggest disrupter to hit cultures and economies the world over and dispensaries are ground zero for this social revolution. Owners and retailers have a unique opportunity to not only strengthen their business model and ensure a profitable retail business but also to make a huge shift in culture and society and consciousness and wellness through powerful design and branding.”

“Design puts the proof in the purpose. Brands don’t get to declare their purpose anymore; they don’t get to declare that as a narrative unless there is proof to back it up. And that proof comes in the form of products and services and the genuinely useful stuff they make for their customers. That’s where design comes in.”

“We need to make sure that we don’t confuse generic design with simplicity. Unbranding still requires good design, no matter how simple it may seem. As Steve Jobs famously said: ‘It takes a lot of hard work to make something simple.’”

“A new Coca-Cola product shouldn’t look like a product at all. The brand wouldn’t act like a brand. The marketing wouldn’t proceed like marketing. The ‘drink’ wouldn’t really be a drink. This product would be as superbly responsive to our present America as Coke was to the 20th century.”