The cannabis industry is experiencing a significant shift as it matures into a more professional business environment. At the heart of this change is a cultural meeting of two distinct groups: legacy cannabis experts with deep plant knowledge (the "roots") and business professionals bringing corporate experience (the "suits").

As Michelle Whitmore, founding partner at H2 Talent and consultant at Higher Standards People Operations, explained during her appearance on the Qredible Live Broadcast, this dynamic was apparent from her earliest days in the industry.

"When I very first joined cannabis, I heard it not so lovingly referred to as 'roots versus suits,'" Whitmore shared. "The truth is, both sides are needed for success in cannabis."

Understanding the Cultural Divide

Legacy operators have often dedicated decades to cannabis cultivation and advocacy, sometimes risking legal consequences during prohibition. Their expertise with the plant is unmatched, and they've built the foundation upon which the legal industry now stands.

Meanwhile, as investment increases, the industry needs professionals with specialized business skills. Whitmore notes that many cannabis companies are seeking experts in "HR and experts in accounting and marketing and compliance and payroll and financial planning."

The challenge is creating harmony between these different perspectives. Some legacy operators, as Whitmore explains, "view themselves as the Guardians of the Cannabis culture" and may feel that outsiders "may not fully appreciate the cultural heritage or the sacrifices" they've made.

Building Bridges Between Different Worlds

How can cannabis companies successfully integrate these different backgrounds and create stronger organizations? Whitmore suggests several effective strategies:

1. Cross-Training Programs

"Developing initiatives that are going to share knowledge between the two" groups can build mutual understanding and respect. When legacy operators learn business fundamentals and corporate professionals learn cannabis specifics, the entire organization benefits.

2. Two-Way Mentorship

"Pairing a legacy cannabis expert with a business Mentor elevates both of them," Whitmore explains. "There's an exchange of knowledge there that hopefully develops into an appreciation and respect for where each side has been."

She emphasizes this should flow both ways: "It's a two-way mentorship you know where you're pairing that Legacy expert with business mentors and vice versa because the business people have to understand the industry. If they don't understand the industry, they'll take it for granted and they'll try to apply things from the oil and gas industry that just don't make sense."

3. Collaborative Decision-Making

"Make that decision-making really collaborative," Whitmore advises. This means "implementing processes that involve both the experts within cannabis as well as the business professionals in key decisions."

She adds that success comes from "making sure that the roles and responsibilities are clear. This works best when you're able to define areas where each group's expertise takes precedent in order to minimize conflicts."

4. Invest in Education

Companies can support legacy cannabis experts who want to gain more formal business training. "If you have employees that are interested in pursuing formal business training, support them in that initiative," says Whitmore. "Maybe allow them a schedule that accommodates going to classes or provide a tuition reimbursement program."

Find the Right Outside Talent

Not every business professional will thrive in cannabis. Whitmore cautions that success "requires an entrepreneurial mindset as well as the ability to make decisions despite ambiguity," emphasizing "the need for a tolerance of risk and uncertainty."

She also highlights what she calls a "hustle mentality" that "helps people thrive in a chaotic startup environment because after all this entire industry is still a startup."

Interestingly, Whitmore expresses caution about professionals coming exclusively from large corporations: "I tend to be a little bit wary of business people with backgrounds that are exclusively in large companies because I think they're going to have the hardest time transitioning. They're used to having so many resources available to help meet their objectives."

Set Clear Expectations

For professionals entering cannabis from other industries, understanding cultural differences is essential. Whitmore describes how she would carefully explain the cannabis workplace culture to potential recruits:

"This is a very different work environment than you're used to. We're very casual around here. Not only do we have a lot of industry jargon, but I'm going to venture to say that this is most people's safe place to swear, mine included."

She would also mention social aspects like "Friday happy hours which were consumption based," while emphasizing that participation wasn't required.

A More Professional Future

Despite these cultural differences, the industry is becoming more professional. Whitmore has witnessed this evolution firsthand:

"Since I've been attending conferences and seminars in the space for the last eight years, the level of professionalism has just been growing exponentially. I very rarely see people dressed up in cosplay anymore. There's actual business attire and there's business being conducted."

As the cannabis industry continues to develop, the successful integration of legacy expertise and business acumen will be crucial for companies that want to thrive. By creating environments where both "roots" and "suits" in cannabis can contribute their unique strengths, cannabis businesses can build sustainable operations while honoring the plant's rich cultural heritage.