The Cannabis Business Coach Podcast Episode 59: Peter Barsoom, 1906
The Cannabis Business Coach Podcast Episode 59: Peter Barsoom, 1906
Off Duty and On Trend: How a Former Wall Street Executive Is Redefining Functional Cannabis Consumption
In this episode, Michael Zaytsev (aka Professor Z) sits down with Peter Barsoom, CEO and Co-Founder of 1906, to talk about the next wave of cannabis consumption. From fast-acting edibles to THC beverage innovation, Peter shares how 1906 is meeting the demands of modern wellness culture, without the weed hangover. After a career leading strategy at American Express, Morgan Stanley, and Merrill Lynch, Peter left finance in 2015 to pursue a bold vision: make cannabis functional, fast-acting, and part of daily wellness rituals.
Today, 1906 is a leader in precision-dosed, effect-driven cannabis products sold in dispensaries and online. Its latest product, Off Duty, is a discreet, sugar-free, unflavored THC+CBD beverage additive designed for the post-alcohol and sober-curious consumer. As New Frontier Data reports, 51% of cannabis consumers have already tried an infused beverage, and 41% of consumers under 40 express strong interest in this category. 1906 is leaning into that demand and building the future of functional cannabis one drink at a time.
Topics Discussed:
🍸 Off Duty and On Trend: How 1906 is redefining cannabis beverages for the post-alcohol generation
🧠 Functional Cannabis: Why low-dose, fast-acting edibles are the future of wellness
📈 Regulations & Reality: How Peter’s Wall Street background helps him navigate complex compliance and build trust with regulators
💡 Innovation Over Intoxication: Why the industry’s obsession with potency is scaring consumers away and how to fix it
🌱 From Wall Street to Weed Wellness: Peter’s journey from credit derivatives to cannabis reform
Noteworthy Quotes:
“I didn’t get into cannabis for the money. I got into it because I believe in the plant, and because I saw a huge gap in the market.” “We created the cannabis product we wanted to buy and turns out a lot of people felt the same.”
“Cannabis consumers aren’t asking for higher potency, they’re asking for more control.”
“We're not trying to like change your lifestyle. To the contrary, what we're trying to do is enhance what you're doing. You don't need to sign up for the Cannabis tropes in order to benefit from Cannabis."
“Dispensaries are going to be anachronisms. People will discover and consume cannabis at restaurants, bars, and venues just like they do with alcohol.”
“We’re not in the cannabis industry. We’re in the wellness and mental health industry.”
“Money is like oxygen. You need it to survive, to thrive, to have impact, but it’s not the end goal... Excellence is.”
“If you become too rigid in your mind or direction, that’s a recipe for failure.”
About Peter Barsoom:
Peter Barsoom is the CEO and Co-Founder of 1906, a trailblazing cannabis company offering fast-acting, functional edibles and innovative THC-infused wellness products. Prior to founding 1906, Peter spent two decades in finance, holding leadership positions at American Express, Merrill Lynch, Morgan Stanley, BlueMountain Capital, and the Intercontinental Exchange. He left Wall Street in 2015 to build a cannabis company that could challenge the alcohol industry, reframe cannabis as a wellness tool, and set new standards for product innovation and regulatory integrity. Under his leadership, 1906 has pioneered products that combine cannabis with plant medicine for targeted effects—like sleep, focus, arousal, or relaxation.
Barsoom is also a respected voice in policy reform, having served on the boards of Marijuana Industry Group, Cannabis Trade Federation, Colorado Leads, and others. His newest product, Off Duty, taps into the booming demand for cannabis beverages and the rise of the sober-curious movement. Learn more at 1906.shop. 📆 Recorded: March 17 2025 🎙️ Listen now on Spotify, Apple, YouTube, or at michaelzaytsev.com
Additional Resources:
📚 Michael Zaytsev’s The Cannabis Business Book
🏫 LIM College: Business of Cannabis Degree Programs
🌿 1960.Shop - Try Off-Duty and other great 1906 products
This episode is a must-listen for cannabis founders, product developers, CPG strategists, wellness entrepreneurs, and anyone who believes cannabis is more than just getting high.
The Cannabis Business Coach Podcast Episode 58: David Paleschuck, Branding Bud Consulting
The Cannabis Business Coach Podcast Episode 58: David Paleschuck, Branding Bud Consulting
Building Cannabis Brands that Last: Strategy, Storytelling, and Global Expansion
Michael Zaytsev, aka Professor Z, sits down with branding legend and bestselling author David Paleschuck to explore the evolution of cannabis marketing and what it really takes to build a brand that lasts. As the founder and CEO of Branding Bud Consulting Group, David has worked on some of the most iconic mainstream (American Express, Pepsi, and Microsoft) and cannabis brands—and now he’s helping elevate cannabis branding through his books, teachings, and consulting.
In this candid conversation, David shares lessons from his journey, the importance of knowing your customer, and insights from his upcoming book The Cannabis Brand Licensing Bible.
Topics Discussed:
📘 From Fortune 500 to Cannabis Culture: Why David left corporate America to build cannabis brands
🌿 Branding Bud: The commercialization of cannabis and how it changed over the last decade
🎯 Who's Your Customer?: Why most cannabis brands fail at defining their audience
🧠 Cannabis Consumer Archetypes: How branding speaks to use cases, rituals, and identity
📦 Beyond the Logo: The biggest misconceptions about cannabis branding
🧵 Threading the Needle: What it takes to license your cannabis brand across state lines
🌍 Global Cannabis: Lessons from Thailand’s booming weed scene
📚 The Cannabis Brand Licensing Bible: Why this book is the next essential read for brand builders
🎨 Fashion, Culture & Cannabis: Exploring the creative overlaps between streetwear and weed
🏫 Teaching at LIM College: How cannabis education is preparing future leaders for a complex industry
Noteworthy Quotes:
“Different brands speak to different people. Your brand has to align with the customer's lifestyle, rituals, and values—otherwise, it won’t resonate.”
“A lot of cannabis brands say they're for everyone. But if you try to appeal to everyone, you appeal to no one.”
“Cannabis touches our lives like fashion and music do—creativity, identity, expression. That’s why branding in this industry is about way more than just a logo.”
“We're in a new industry that's still forming. That means every day is a new opportunity to find your lane, contribute, and grow with it.”
“Licensing is how cannabis brands can scale. But if your SOPs aren’t dialed in, your brand won’t travel well.”
“Bangkok has more dispensaries than Starbucks, McDonald’s, and 7-Elevens combined."
About David Paleschuck:
David Paleschuck, MBA, CLS, is the Founder and CEO of Branding Bud Consulting Group and a leading expert in cannabis branding and licensing. With over 20 years of experience building global brands at companies like American Express, Pepsi, and Microsoft, David transitioned into cannabis in 2012 and never looked back. He’s the bestselling author of Branding Bud: The Commercialization of Cannabis, Cannabis vs. Marijuana: Landscape, Language and Context, and the upcoming The Cannabis Brand Licensing Bible (releasing 2025). David’s thought leadership has been featured in Forbes, Kiplinger, The Brookings Institution, Green Entrepreneur, High Times, and many more. David is also a professor at LIM College, where he teaches graduate students cannabis marketing. His latest project, Pufftopia, is a cannabis brand and dispensary in Thailand that he developed from concept to execution. Learn more at brandingbud.com
Recorded On: February 7, 2025
Additional Resources:
📚 Michael Zaytsev’s The Cannabis Business Book
🏫 LIM College: Business of Cannabis Degree Programs
🌿 Branding Bud Consulting Group – Cannabis Branding & Licensing Experts
This episode is a must-listen for cannabis entrepreneurs, brand builders, licensing professionals, and anyone who wants to understand the next frontier of cannabis business strategy.
The Cannabis Business Coach Podcast Episode 57: Penelope Nam-Stephen, The Travel Agency
Michael Zaytsev, aka Professor Z, sits down with Penelope Nam-Stephen, CEO of The Travel Agency’s 5th Avenue and Soho dispensaries, to explore how luxury retail strategies are shaping the future of cannabis. With a background in high-end fashion, Penelope shares insights on normalizing the cannabis shopping experience, keeping the market economically healthy, and the industry's next big trends.
Topics Discussed:
🏬 Retail Evolution – Why cannabis stores should feel like high-end boutiques, not head shops
💰 Keeping the Market Healthy – How smart regulations are supporting stability in New York’s cannabis industry
📊 What Consumers Want – The shifting demographics and expectations of today’s cannabis shoppers
💡 The Future of Cannabis – Why wellness-focused products and microdosing are key to attracting new consumers
🚀 Lessons from Fashion – What cannabis brands can learn from the world of luxury fashion
👥 Building the Next Generation – How mentoring and education can shape the future of cannabis business leaders
Noteworthy Quotes:
1️⃣ "Cannabis is a wellness product. We need to market it like one."
2️⃣ "The biggest mistake cannabis brands make? Assuming customers are all the same."
3️⃣ "Normalization starts with the retail experience. If we want mainstream acceptance, we have to act like a mainstream industry."
About Penelope Nam-Stephen:
Penelope Nam-Stephen is a Cannabis and Consumer Packaged Goods (CPG) executive with over 20 years of experience in luxury retail, merchandising, and brand strategy. She has held senior leadership positions at some of the most recognizable global fashion brands, including Burberry, Juicy Couture, and Cache, where she specialized in curating premium retail experiences and optimizing product strategy.
Penelope made the transition into the cannabis industry in 2018, leveraging her expertise to help bridge the gap between traditional retail and the emerging cannabis market. She was one of the first hires at Ascend Wellness Holdings and later served as a C-suite leader and founding team member at Community Growth Partners (Rebelle), a vertically integrated cannabis operator.
Currently, Penelope is the CEO of The Travel Agency's 5th Avenue and Soho dispensaries, overseeing operations at some of New York City’s most high-profile cannabis retail locations. She is also a faculty member at LIM College, where she teaches courses on cannabis business strategy and retail management, helping to educate and mentor the next generation of cannabis professionals.
Recorded On: 1/31/2025
Additional Resources:
📚 Michael Zaytsev’s "The Cannabis Business Book"
🏫 LIM College: Business of Cannabis Degree Programs
🌿 The Travel Agency – Premium Cannabis Retail in NYC
This episode is a must-listen for anyone in cannabis retail, branding, or product development looking to understand the industry's evolution through a luxury and consumer-focused lens.
The Cannabis Business Coach Podcast Episode 56: Bethany Niebauer, Axial Resolutions
Michael Zaytsev, aka Professor Z of LIM College, sits down with Bethany Niebauer, Founder of Axial Resolutions, to explore the rising need for mediation in the cannabis industry.
With nearly a decade of experience in cannabis law, compliance, and organizational dynamics, Bethany is pioneering alternative dispute resolution (ADR) to help businesses avoid costly litigation and navigate the industry's complex relationships.
Topics Discussed:
🌱 From Compliance to Conflict Resolution: Why Bethany transitioned from cannabis licensing to mediation
🤝 The Cannabis Industry's Business Divorces: Why partnerships fall apart and how to avoid it
💡 Alternative Dispute Resolution (ADR): How mediation offers a cost-effective alternative to litigation
🔗 The Power of Relationships: Why networking is at the heart of cannabis business success
📜 Regulatory Challenges & Mediation: How compliance complexities contribute to industry conflicts
🏛 Social Equity & Mediation: Why ADR is critical for social equity licensees navigating partnerships
🏆 How to Future-Proof Your Business: The importance of contract clarity and preemptive conflict resolution
Noteworthy Quotes:
1️⃣ "The cannabis industry is infamous for business divorces—mediation can prevent costly and painful breakups."
2️⃣ "Litigation has winners and losers. Mediation allows both parties to walk away with a win."
3️⃣ "If you're serious about cannabis, relationships are your most valuable asset."
About Bethany Niebauer:
Bethany Niebauer is the founder of Axial Resolutions, a cannabis-focused mediation firm helping businesses navigate disputes efficiently and effectively. With nearly a decade in cannabis law, compliance, and consulting, Bethany brings a unique expertise to conflict resolution and business negotiations. Prior to launching her mediation practice, she worked with major cannabis retail operations, consulting agencies, and international firms, advising on regulatory frameworks and compliance.
Bethany also teaches Cannabis Regulations at Colorado State University at Pueblo and has served as President of the Industrial Hemp Research Foundation, championing education and research in the field. Passionate about creating sustainable and fair solutions, Bethany helps businesses avoid unnecessary disputes, fostering collaboration and long-term success.
Learn more at MarijuanaMediation.com
Recorded On: January 27 2025
Additional Resources:
Michael Zaytsev’s "The Cannabis Business Book"
LIM College: Business of Cannabis Degree Programs
Watch the Full Episode Below:
The Cannabis Business Coach Podcast Episode 55: Chris Foltz, Responsible.com
Michael Zaytsev, aka Professor Z, returns to The Cannabis Business Coach Podcast after a two-and-a-half-year hiatus, bringing a fresh and inspiring conversation with Chris Foltz. Chris, the Managing Director of Responsible.com and Global Entrepreneur-in-Residence at Founder Institute, shares his insights, passion, and unique journey across industries, including his impactful contributions to the Cannabis space.
Topics Discussed:
Chris’s Multifaceted Career: From politics to startups, and his evolution from passion-driven pursuits to purposeful leadership in Cannabis.
Work with 40 Tons Brand: Supporting a Cannabis company rooted in restorative justice and redefining societal perceptions.
Cannabis Industry Insights: Challenges with scaling, regulatory hurdles, and the need for consistency akin to global brands like Coca-Cola.
The Importance of First Principles: Breaking down complex problems and navigating the intersection of technology, humanity, and innovation.
Destigmatizing Cannabis: Advocating for responsible use while addressing misconceptions.
Investing in Cannabis: Guidance for prospective investors, emphasizing logistics, scalability, and de-risking strategies.
Storytelling for Success: Leveraging personal and brand narratives to differentiate and connect authentically.
Noteworthy Quotes:
"Authenticity is the new disruptive."
"It's amazing what you can accomplish if you don't care who gets credit."
"The cannabis industry is not about doing everything—it’s about doing something better."
About Chris Foltz:
Chris Foltz is a celebrated transformation strategist, startup advisor, and inspirational speaker. As the Managing Director of the Silicon Valley-established strategy firm Responsible Solutions Ltd, Chris leads the company’s three-decade-long Change & Transformation initiatives. His life journey is a testament to resilience; overcoming drug addiction, 119 days in jail, and near homelessness, Chris has redefined success through impactful global collaborations.
In 2021, Chris was honored as a member of the Institute for Real Growth’s ‘IRG100’, a distinguished cohort of the world’s top 100 Chief Marketing Officers and growth leaders, working alongside executives from iconic companies like Google, Unilever, and Ford.
As a Global Entrepreneur-in-Residence for Founder Institute, the world’s leading pre-seed startup accelerator, Chris has mentored startups across five continents and contributed to their global success. His influence extends to esteemed roles, including the International Advisory Board of the Ugwumba Center for Leadership Development in Africa, and as an advisor to LoyalVC.
Chris’s achievements include the President’s Volunteer Service Award and recognition as a “World Peace Ambassador” by Claes Nobel of the Nobel Prize Family. His career exemplifies authenticity, resilience, and a commitment to making a positive impact.
Recorded On:
January 13 2025
Additional Resources:
Michael Zaytsev’s "The Cannabis Business Book"
LIM College: Business of Cannabis Degree Programs
40 Tons Brand
Watch the Full Episode Below: