Comment la CDB a aidé Paul Pierce à faire face au stress post-traumatique et à la dépression


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Podcast

The NBA legend talks about his stabbing in 2000, his road to recovery, and his new line The Truth CBD Remedies.

How CBD Helped Paul Pierce Cope With PTSD and Depression

Image credit: Gonzalo Marroquin | Getty Images

Paul Pierce

Entrepreneur Staff

Editor in Chief of Green Entrepreneur

15 min read

On September 25, 2000, Paul Pierce was stabbed 11 times in the face, neck, and back at a Boston nightclub. The NBA star was rushed to a nearby hospital where he underwent emergency lung surgery. Two men were later sentenced for the attack.

Miraculously, Pierce returned to the court just a few months later to finish off the season. But his internal wounds lasted much longer. Pierce suffered from intense anxiety, depression, and PTSD. He hired a 24-hour security to guard his home and couldn’t be around large crowds. The harrowing experience led him on a journey to find relief for his symptoms beyond the addictive meds his doctors prescribed.

Eventually, Pierce discovered cannabis, and specifically CBD, which offered a natural path to healing. After playing 19 years in the league, Pierce has begun a new career as co-founder (with Elliot Mermel) and CEO of The Truth CBD Remedies and the Vesper One vape (available through Eaze Wellness).

On the podcast, Pierce talks about how he went from being a CBD advocate to a CBD entrepreneur. He’s joined by business partner, Elliot Mermel.

JON: So Paul, let’s start with you. First of all, congratulations on the product. It’s very cool, and I’m happy that you are a part of the cannabis world.

PAUL: Oh man, thank you. I’m excited that I can be a part of this and just bring a stability to the marketplace, somebody who’s somewhat trustworthy and already has a name out there and a voice and a platform that people can trust.

JON: Yeah. It seems like more and more athletes are coming out, particularly in the CBD field, and really talking about how it’s helped and impacted their lives. I just heard that Gronk released a brand, or is sponsoring something, and I know that you were very early to this.

But let’s talk about your journey to finding CBD and cannabis. It really started with a tragic incident in your life. Is that correct?

PAUL: Yeah, but it took a while to get to the point that I am now, because in the early 2000s I was stabbed 11 times, with life-threatening injuries. It really did damage, not only because of the wounds, but just like the after-effect, just dealing with post-traumatic stress, anxiety, and including the pain of the stab wounds. So that every day aspect, and then having to go out and play ball every single day of my life. A lot of things in between where I got to this point today had to happen.

It was at a point where you get addicted to pain medication, sleep medication – and that happened to me for a lot of years. I had no clue about the marijuana plant or even CBB at the time, so for a lot of years this is how I kind of hit my problems head-on, just using different medications that had different side effects on me to where it had me drowsy at times and affected my play and my energy throughout the day.

But I just didn’t really understand what else was out there for me because when you’re in sports, there’s so many banned substances and things that you’re not allowed to take that you’ve just got to go with what you can. That’s pretty much what I did for a lot of years before I even got a chance to discover CBB and the non-psychoactive parts of it that can help not only my body, but my mind.

JON: So you were using, I assume, opioids, after this terrible incident of this stabbing – I think it was around the year 2000?

PAUL: Yeah.

JON: You were using opioids to treat both the pain and also some of the psychological effects of that incident, correct?

PAUL: Absolutely. That’s something that’s very addictive. It got to the point where you couldn’t go without it. I saw it really just changing me mentally and physically, and it was bad. [laughs] It was bad.

JON: Yeah, it’s bad enough to be stabbed 12 times and then you have to deal with the effects of these drugs. So it wasn’t overnight that you just discovered CBD.

PAUL: No, it wasn’t something that happened overnight. Being that I’m from Los Angeles – and Los Angeles, along with Colorado, was one of the first places to legally allow growers to grow. You had shops, dispensaries and stuff. You had a lot of things that I learned came through the black market, to be honest. I had friends that grew in their garage and were testing different things, not only with the flower, but the other aspects of the marijuana plant.

At first, it started off with a friend giving me topicals and pills derived from CBD, and I was like, “Man, this stuff is pretty good. It’s helping me. Where does this come from?” This was before I had a clear understanding of what the marijuana plant can do, outside of just smoking it or vaping it or getting high off it, what other aspects this plant can do.

When he brought it to my attention that I was able to make a cream or oral juice for you – you know, “try this out.” But like I said, this was something that was out the back door. This wasn’t in stores.

JON: Yeah, this is way before what we’re dealing with now in LA – because I’m in LA right now – like recreational. There’s a legit pot shop dispensary on every corner now, and they’re high end. It wasn’t like that back in the day. We’re talking about really black market/gray market type stuff.

PAUL: Exactly. So that’s why I was excited when the laws got less lenient [sic], they started allowing statewide for shops to open up and really give the public a chance to really see what this is all about. That made me really excited because then I was like, this was something I had a chance to use before it even really hit the marketplace.

JON: But this is still when you were playing, right? Were you concerned about the drug testing and stuff?

PAUL: Yeah, I was. A lot of times I wouldn’t do it during the season as much as I did during the summer, because you have more time. I didn’t know if it was something that would stay in my system or would fail a drug test.

I didn’t know that until later in my career that it didn’t have those effects, the psychoactive part, and it wasn’t on the list of bad substances for the NBA, the things that came from the hemp-derived CBD. So after a while I was like, “okay, I could use this more in the season now,” knowing that I wouldn’t fail a test and knowing it wouldn’t be harmful.

JON: Right. What year are we talking about here? 2010 or so?

PAUL: Yeah, around 2010, 2011. I was dealing with some serious issues because from my stabbing I had a lot of nerve damage. That’s where the topical really came in to help because I was getting a lot of stingers through just shoulder bumping or landing on the ground, things of that nature. And then as you get older you start dealing with knee pain. And then myself, I dealt with sleep apnea also. I was dealing with –

JON: Wow, a lot of things.

PAUL: A lot of things. [laughs]

JON: Were you primarily doing CBD? Was there THC in these products, or primarily CBD?

PAUL: During the season it was primarily CBD. Some of the products that helped me sleep during the summer I would use contained THC, and that was just to help me sleep because I had a long problem – like I said, I deal with sleep apnea even to this day.

JON: When did you go from being a consumer of CBD to wanting to start your own business? Tell me a little bit about that journey.

PAUL: The reason is there’s so many products out there in the field, and you don’t really know which ones are giving you what they actually say they’re giving you. I was just like, why don’t I go out and try to start my own line, being that I have a great platform, maybe a trusted platform amongst my fans that people can trust? Not just somebody trying to make a quick dollar or somebody – like I said, just a lot of imitation products, like in everything you have out there these days.

So if I could be the voice of something like this to where I’d be like “This is what I use and this actually works. Look at what I’ve been through, and these are the changes that I’ve been able to make in my life” and get that message out there, I think it would provide more confidence in people leaning in this direction.

Because like I said, there’s so many products out there that just don’t work. People are trying to make a quick buck.

JON: How did you source the product that you wanted to use? Because obviously you know that a lot don’t work, but you were probably using products obviously that did work. When you were starting a company, you weren’t growing your own stuff – or maybe you were.

PAUL: I actually started my own company, I bought a building. We grew our own flower, took the trim from that, and developed our own oil. It’s all in-house, from people who I trust and people that I know. This is no outsourcing and me slapping my name on it. This is coming from a facility that I own, that I monitor each and every day.

JON: How big was that facility?

PAUL: I have a 10,000 square foot facility based here in California, and we grow flower, which we use the trim to extract. We have an extraction facility.

JON: So you just said “I’m going to do this all on my own, I’m going to grow my own stuff,” and you partnered with people that you trusted in the industry?

PAUL: Yeah, absolutely. It’s some people that I know that have been in the industry, some friends that I brought along that have been doing this for a number of years. I just slowly but surely built my team.

JON: When did you decide to give it a name and brand it and stuff like that?

PAUL: I just thought using my name, “The Truth” – that was a brand that’s been with me throughout my whole basketball career, and I just thought it would make sense.

JON: What’s the story of The Truth? My understanding is that Shaq gave you that name, right?

PAUL: Yeah, Truth was given to me early 2000s, I believe 2001. It was a game we played against the Lakers in the Staples Center, and I wound up having a huge game, 40 points. I think we won the game and Shaq went up to reporters like, “Man, I knew this guy could play. I didn’t know he could play this good.” He said in these exact words, “This guy is the motherfucking truth.” [laughs] They printed it in the paper the next day, and from that day on it stuck.

JON: That’s awesome. And it’s great because it was in your hometown that he said that. Okay, so that just stuck with you, so you knew that that was going to be a good game. Just to go through the process a little bit, once you decided to set up the grow, did you decide “now we’ve got to market this and create a product”? Did you always know you wanted to do a vaporizer? Were you selling flower? Tell me a little bit about the process of how you thought about how you were going to distribute this product that you were growing in your facility.

PAUL: We set up the facility. I had a chance to meet the guy who’s on the line with us right now, Elliot Mermel. This is something – it was crazy how we met. We were at a hookah lounge and chilling, and we got into the conversation of medical marijuana and CBB and oils. I think he had a vape pen with him and I was asking where’d he get it from. Then we brought up the conversation, and then we just built a relationship. We were like, “Why don’t we start our own vape pen?” I was like, let’s do some CBB in it.

Once the idea came, I saw an opportunity to get a building where I can manufacture more flower and oils. We took a trip to China, met with some manufacturers about the hardware and coming up with a luxury line, something that was different. It just took off from there. And this has still been in the making for the last couple years.

JON: Yeah, it doesn’t happen overnight. Elliot, it’s a good time to bring you into the conversation. Tell us a little bit about the background that brought you to being in a hookah lounge with Paul Pierce. [laughs] How’d you end up there?

ELLIOT: I was meeting up with a friend who was actually in the cannabis industry at the time –and I typically stay away from the Hollywood area. I’m from New England, so I don’t really enjoy the congested parts of the city. I found myself trapped in 12:30-on-a-Sunday traffic. Hadn’t been to a hookah bar in a long time, saw there was one close by, and went over there during March Madness.

PAUL: Yeah, we were watching the NCAA tournament.

ELLIOT: It was just myself at the bar at the time, and probably around 1:00, Paul walked in. I was like, man, that dude looks shockingly similar to Paul Pierce. He was rounding out the end of his career. I knew that Paul was from LA and obviously was a legendary Celtics player, and I grew up in Rhode Island as the only Lakers fan of my group of friends. So it was just an interesting dichotomy there.

I just told him that I obviously just love basketball in general, and the games were always on TV for me growing up, and I saw him and just congratulated him on an illustrious career. Then at the time, I was working on cannabis fertilizers. I was making topicals in my kitchen at the time. I said to Paul, “I’d love to get your input on this and whether it works or not.”

We exchanged numbers, and from there started to explore the aspects of the space, commodity versus other ancillary sides, and that’s where the ancillary part was born.

JON: Wow, so you guys didn’t know – you just walk into a bar and Paul Pierce happens to be in there, or he comes in later, and this is just a happy coincidence. You guys had no idea, didn’t know each other before.

PAUL: Nope.

JON: You just happened to be a huge Celtics fan. That’s an amazing story. Paul, you trusted this total stranger. What was it that…

PAUL: Well, it wasn’t that I trusted him. He was in the space. Like I said, he had the topicals, he had the vape. Then I was like, “Where you from? Where you live at?” He lived like 10-12 minutes from me, so I was like, “Oh wow, you live out that way? Man, we should meet up and have a conversation about some of the stuff you’re doing.” Since he lived so close to me, I was like, “Man, why don’t you come over to the house and let’s talk. Let me see some of your ideas you have.” Then it just kind of clicked off from there.

JON: That’s great. So as far as the timeline, this is before you started your grow? Or was this after you started your grow?

PAUL: This was before I started my grow.

JON: So you guys start talking, and then you go into this business together. You start the grow. When does Eaze come into the relationship?

PAUL: Eaze is recent. We did something with them this summer, and we did a launch of our CBD line in Boston. We used the Eaze platform, which is a well-known, trusted platform, especially here in California, to launch their Wellness line in Boston. What better place than to do it there, where I have a huge following, a huge fan base. Allowed our fans to enter a competition, come check out our product. That was pretty much the official launch. That was maybe a couple of months ago.

ELLIOT: Yeah.

JON: So that’s new, so I’ve jumped ahead. Let me take it back in the timeline a little bit, because I jumped ahead too far. After you guys do your grow, you come up with this brand name. The mission, as you mentioned, Paul, the primary mission is that you want something that people can trust and you’re a trustworthy person, trustworthy brand. You call it The Truth. How did you position yourself in the marketplace – there’s so many CBD brands out there, and of course there’s you, and there’s only one you – but was there a way that you guys decided to position it so that you would stand out from the other products out there?

PAUL: At this point it’s hard to really stand out. At this point in the game, you’ve got a lot of different celebrities who are in it now. The biggest thing is hopefully being a voice, being trusted, being genuine, and being authentic with everything you do. Because now, like you said, Gronk is in the market. You see different celebrities in the market for CBD.

I just think with my voice and me being a high level athletes playing at the highest level, being in the championships, being from LA, playing in Boston, I think I have a story that I can tell that is something that has really helped me along the lines of my career, along the lines of my basketball after-life. I think a lot of people can feel my story.

I think that’s something that can separate me. Definitely the traumatic events that I’ve been through and dealing with anxiety, dealing with post-traumatic stress, dealing with mental health. These are things that I’ve had to deal with throughout my life, and that’s the story I try to bring and let everybody know that it’s real. It’s real.

JON: Yeah. Go ahead, Elliot.

ELLIOT: I just think a major component also as far as positioning and strategy and mission was with the creation of the Vesper or the creation of the vape, it always started with Paul and I, usually over a game of chess, making a mind map. Entrepreneurial-wise, what was wrong with the industry, what did we wish there would be in the industry, what kind of complaints did we hear, and really attacking it from the problem side in order to create the solution.

When we looked at vapes in general, we created a list of what we didn’t like, but then on the highest level, as far as celebrity-endorsed brands and brands that have a celebrity component, what we didn’t want to do was just create something that was a white-labeled product that didn’t have any tangible value or any novel IP behind it.

That’s where we realized the celebrity aspect is the draw, but in order to gain that customer retention and that customer trust, we really had to deliver a premium product. So it was, from the get-go, the ethos that the celebrity will draw the customer in and a superior product will retain that customer.

JON: Was that the number one problem that you guys were solving, that a lot of the product out there in the marketplace was not of good quality?

PAUL: That was my main issue with it. Yeah, just bad quality, man. You’ve got people saying they’ve got things the product can do that it doesn’t do. Not to say that makes us better, but ours has been through a lot of testing, different tests over time, to where it was like “all right, we finally got it right.”

JON: The main testing being that you use it.

PAUL: Yeah, and I’ve been the guinea pig. [laughs]

JON: [laughs] That can’t be the worst job in the world. Tell me about that. Did you have to test a lot of different iterations of your product before – what was it like testing?

PAUL: Yeah, that’s the testing process you go through.

JON: Did you enjoy that?

PAUL: I started off with Elliot’s product and then we just got better and better over time. He started off with a great topical, and then you find ways that you can make the product better and better to where it’s just like…

JON: But Elliot, your topical was being grown – obviously the flower was coming from a different source, right? Did you guys merge flower?

ELLIOT: Yeah, that was coming from my garage at the time. I think when Paul and I fused, that’s where we saw a unique opportunity. Everybody, especially in this space, talks about vertical integration, but vertical integration with respect to we want to have cultivation, manufacturing, retail, and delivery and what have you. I think that in looking at other industries, we wanted to take it one step further and add that intellectual property component that would be attractive to outside investors and people that weren’t necessarily comfortable with the gray legality federally in the space.

So that’s where we saw the fusion of the commodity side and the vertical aspect over there with the facility and the cultivation and manufacturing, and coupling that with a superior hardware component that’s totally separated that has at this point around 10 patents, domestic and international, surrounding it.

JON: Okay, so your IP also is the hardware product. How did you come about getting there? There’s the stuff that goes in the hardware, but what about the hardware itself? What was the problem you were trying to solve in that space?

ELLIOT: I think just recollecting when Paul and I made our first list – and Paul can add in if I forget anything – we both didn’t like that either a vape could be pressed to inhale or it was auto-inhale. The battery life was terrible, the reliability was terrible. There was no on and off. You’d never know if the device was on or off. Sometimes it would pull, sometimes it wouldn’t pull. Cartridges were leaky. If you left it in a car by accident, you’d come back with this sticky stuff everywhere. You’d have to go at it with alcohol.

That’s where we started, just one by one, going down that list and tackling each of those problems and adding that into our hardware. Then about 8 to 10 months later and about 12 prototype iterations, that’s when we finally settled on the first hardware product.

JON: Everybody I talk to that’s in this business says it’s really, really a hard business. This is no playing around. Some people – I’ve talked to even movie execs, whatever – people who were getting into the business saying it’s the hardest business they’ve ever been in. I don’t know if you guys agree with that, but I’m curious what some of the most difficult challenges that you’ve had to deal with in creating this product have been and how you overcame them.

ELLIOT: I would say that what you’ve heard is exactly right. I would say it’s a nightmare. At least from our side, it starts in just dealing with the international component. Dealing with Chinese manufacturers in and of itself is challenging, especially in a startup bootstrap model.

I think once you get to domestic and talk specifically about the cannabis space, you’re not dealing with a – everything is gray. Everything is gray in terms of laws are constantly changing, regulations are constantly changing. You have to stay on top of that. But even just the relationships. I think entrepreneurially speaking, it’s those relationships and that cultivation that allows you to progress along the life cycle.

In this space, you never know, is this someone that this person came off Wall Street and now they’re in the space, so you know how that person operates, or was this person dealing out of their pickup for the past 10 years and now has a suit on and you’re dealing with that type of individual? There’s really no sense of assurance in building those relationships that you have the confidence that you would in another space, like “this is a reputable individual who I can trust to get this done.”

You just never know when you wake up – and that’s even dealing with just everyday relationships. Then when you get into the nitty-gritty on the CBD front, you’ve got a whole other issue of credit card processing, bank transferring, all of that type of stuff that, again, you never know if you wake up one day and boom, your credit card processor decides they no longer do vape CBD.

The challenges are so numerous, and I think it’s just all revolving around the level of unknowing, if you will, that circulates in the space.

JON: Paul, what’s been the toughest part of this business for you?

PAUL: I guess along the lines of what Elliot said, it’s dealing with manufacturers, and also the competition. There’s a lot of competition in the field, and you’ve got to earn the people’s trust. Like I said, traveling to China numerous times and just remodifying our product, making sure it’s perfect, dealing with people who say they’re going to do something they don’t always do – any business you do is always going to be a challenge. Elliot talks about this all the time, and he gets down and I try to get him up. [laughs] You have your pitfalls.

But that’s the challenges of a new business. Just relationships. Just continue to develop relationships is what I’m trying to say. Continue to be positive. Things will turn around. That’s what any entrepreneur out there – things aren’t going to always go your way at first. It may not go your way for a while. But it’ll come if you just put the work in.

But right now we’re in a time where, like I said, it’s just developing the trust of the people, of the consumer. You have the trust, and then another product comes out, they move on to the next. So it’s just about finding the consistency and giving our customers what they want.

JON: Playing at the highest level as a professional athlete, are there lessons that you’ve taken with you from the court now to the cannabis industry?

PAUL: I think sports always provides life lessons, especially when you play a team sport – or an individual sport. It doesn’t matter. You’re going to have your trials and tribulations. Things aren’t going to always be great for you. Like I said, I played my first three, four, five seasons on losing teams. When you come from a college program and a high school program who always won and you get to that next level, you get some road bumps to where you’re not the best when you step into the highest level. There’s other competition.

You’re vying for your spot to re-prove yourself again, and that’s the same thing in this industry. Just because I’m Paul Pierce, I’m coming into a new industry, doesn’t mean that I’m coming in and people are going to respect me or are going to trust me and a product that I bring out. You’ve got to re-earn that trust. You’ve got to re-earn that validity of being somebody that people can come to and your word is what you say it is.

JON: I was talking to Al Harrington from Viola. I don’t know if you guys work together.

PAUL: I’m very good friends with Al.

JON: Yeah, I figured you must be. I know that he has been really quietly – or maybe not so quietly – lobbying the NBA to legalize at least CBD, or permit it within the league. Are you involved in any of those kind of talks? I know he talked to the commissioner.

PAUL: I haven’t been  impliqué dans des discussions avec la NBA, mais je pense que c’est définitivement quelque chose – je pense que cela a attiré l’oreille de la NBA. Vous connaissez la chose folle de ces ligues sportives? Les joueurs essaient toujours de trouver des moyens et des solutions à certaines chirurgies et aux problèmes qu’ils rencontrent en réadaptation, et partent à l’étranger pour trouver une méthode ou un médicament. P>

Je viens de lire aujourd’hui que Wilson Chandler a échoué test de drogue en raison d’un médicament qui figurait sur la liste des toxicomanies, mais il n’y était pas il y a quelques années. Ils l’ont simplement mise il y a peut-être 2 ou 3 ans. Mais il en avait besoin pour sa rééducation. Donc, je dis, ils devraient pouvoir autoriser des traitements alternatifs, des alternatives à ce que vous pouvez faire. P>

Je crois vraiment que le CBD est la solution dans ces ligues sportives. Je le crois vraiment. Pas seulement la NBA, mais tout au plus haut niveau. LNH, football. Surtout dans les sports où le contact physique est intense, absolument. P>

JON: Pensez-vous que beaucoup plus de personnes utilisent le CBD dans les sports professionnels que nous en connaissons? Vous avez vu que c’était utilisé? P>

PAUL: Absolument. C’est sans aucun doute. Je l’ai fait. [rires] p>

JON: D’accord. Nous avons mentionné quelques-uns des autres athlètes qui sont sortis et qui commencent maintenant. D’autres athlètes se sont-ils adressés à vous et ont-ils déclaré: «Hé Paul, je veux aussi participer à ce jeu; pouvez-vous me donner un conseil? »Cela vous arrive-t-il souvent? p>

PAUL: J’ai eu de petites conversations, mais je pense qu’en raison de la stigmatisation qui règne sur la marijuana, ils l’associent à la CDB. Je veux dire, c’est associé, mais c’est une partie différente de la plante. Donc, les gars ont toujours peur. Il y a tellement d’argent dans ces industries. Les gars ne veulent pas prendre ce risque. P>

JON: Je m’interroge sur vous. Allez-y, je suis désolé. P>

PAUL: Mais la conversation a été évoquée. Mais je pense que de plus en plus de gens apprennent que cela ouvrira les portes à certains de ces sports – je pense que si cela devient légal au niveau fédéral, vous verrez alors une précipitation. Mais je crois que cela devrait être ouvert aux ligues sportives maintenant. P>

JON: Je suis d’accord. Je suppose que les Trois Grands, qui sont – p>

PAUL: Je pense qu’ils devraient être les pionniers pour ouvrir les portes à tout le monde. Tous ces athlètes et influenceurs devraient être les pionniers dans ce domaine. P>

JON: Avez-vous déjà eu des problèmes lorsque vous êtes devenu utilisateur de la CDB? Je pense que c’est une mauvaise chose, mais que cela pourrait nuire à votre carrière, à votre image? Je sais que tu fais de la télévision. Vous êtes une personnalité publique. Avez-vous déjà eu quelques inquiétudes à propos de “peut-être que je devrais juste garder ça entre moi et mon corps au lieu de le faire …” p>

PAUL: Je ne l’ai jamais fait. Je n’ai jamais vraiment eu l’image d’un bon gars, mais je n’ai jamais vraiment eu le mauvais – je n’ai jamais été une mauvaise personne en dehors du court. Beaucoup de gens ne m’apprécient tout simplement pas, car j’ai joué pour les Celtics de Boston. C’était donc ma mauvaise image de mec qui parle beaucoup, qui est méchant. Mais en dehors du terrain, je n’ai jamais eu de problèmes. Donc, mon image était: “Il n’en a rien à faire.” [Rires] Mais ce n’était pas mauvais, vous savez ce que je dis? Ce n’était pas comme si j’étais vraiment un méchant hors du terrain. Les gens qui me connaissent savent que je suis l’un des types les plus cools du monde. P>

JON: Je suis sûr que vous l’êtes, mais en tant que fan des Knicks, c’était difficile. Beaucoup de nuits difficiles pour moi. [rires] p>

PAUL: Je me fais huer partout, mais ce n’est pas à cause de choses que j’ai faites hors du court. p>

JON: Oui, non. Les gens respectent ce que vous faites sur le terrain. Dernière question: en ce qui concerne le marketing, de nombreux entrepreneurs dans ce domaine me disent que la façon dont vous pouvez commercialiser votre produit est limitée en raison de la réglementation, tout comme la réglementation est illégale au niveau fédéral. Vous ne pouvez pas utiliser Google AdWords, le classique des annonces publicitaires. Comment vous débrouillez-vous dans cette publicité? P>

PAUL: Cela se fait en grande partie via Instagram, par le bouche à oreille, en utilisant ma célébrité pour faire le tour, en particulier depuis que la Californie est un grand marché. Je suis en mesure de toucher beaucoup de gens et d’affecter de nombreux influenceurs et personnes du jeu. C’est aussi l’une des parties les plus difficiles. Vous ne pouvez pas vendre ce que vous voulez vraiment à cause des lois et autres. Mais cela se fait principalement par le biais des médias sociaux et du bouche-à-oreille. P>

JON: Et faire des podcasts comme celui-ci? [rires] p>

PAUL: Oui, les podcasts sont comme aujourd’hui. Absolument. P>

ELLIOT: Je pense que c’est incroyablement difficile, ce qui ajoute encore à la complexité, en particulier à l’époque actuelle. Le modèle Jeff Bezos d’un achat en un clic, “comment puis-je le rendre aussi facile et rapide que possible pour vous de me donner votre argent?” Ou comme le Web 2.0, comment puis-je vous garder sur notre site pour ne pas être comme 1998? où vous devez vous rendre sur un autre site pour ensuite mettre votre carte de crédit dans un autre site de vérification. Vous êtes sur trois sites différents. P>

C’est la difficulté de ces problèmes de marketing. Si vous commercialisez via Instagram ou si vous trouvez des moyens de commercialiser via Facebook, vous ne pouvez pas acheter en un clic. Vous ne pouvez pas avoir de ventes via ces Instagrammers. Vous ne pouvez pas utiliser les annonces Google de manière traditionnelle. Cela augmente donc le temps passé par quelqu’un pour passer de «D’accord, je veux acheter ceci» à «Où puis-je lui donner les informations de ma carte de crédit?». P>

Il existe différents stratagèmes marketing, si vous voulez. , que nous avons compris pour le composant matériel – qui est également limité car c’est une vape – mais qui reste néanmoins limité sur trois des 3 sites Web les plus visités au monde et ne pouvant pas diffuser d’annonces payées via ces sites: incroyablement difficile, surtout lorsque ces trois mêmes entreprises font manifestement tout ce qui est en leur pouvoir pour réduire la production biologique, car celle-ci signifie qu’elles ne gagnent pas d’argent. Mais si vous essayez de leur donner votre argent, ils ne veulent pas le prendre. Cela rend donc la tâche incroyablement difficile. P>

JON: Ça doit être vraiment difficile. Ce produit que vous utilisez avec Eaze, comment a-t-il eu son nom? Vesta? P>

PAUL: Vesper. P>

JON: Vesper. Je pense aux vespas, comme ces vespas que vous conduisez en Italie. Mais Vesper, comment a-t-il obtenu le nom de Vesper? D’où cela vient-il? P>

PAUL: Vous savez quoi? Nous nous sommes assis à l’arrière et avons joué aux échecs plusieurs jours et nous avons juste réfléchi à ce qui est un bon nom. En fait, Elliot a trouvé le nom. Nous essayions de trouver quelque chose qui était accrocheur. A l’origine, je pense que nous avons dit que c’était – p>

ELLIOT: De quoi s’agissait-il? Erolite? P>

PAUL: Erolite ou quelque chose du genre. P>

ELLIOT: Nous avons probablement passé en revue 200 noms, et nous avons procédé à une contre-vérification de 20 noms et ils ont tous échoué. Puis, nous sommes retournés à la table à dessin et avons passé des mois à faire les recherches nous-mêmes. P>

PAUL: Et vous avez dit que Vesper est en fait… p>

ELLIOT: C’est un cocktail en soirée. P>

JON: Est-ce vraiment? p>

ELLIOT: Oui. p>

JON: C’est comme Gimlet. Ouais, d’accord, Vesper. P>

ELLIOT: Exactement. C’est un cocktail sophistiqué en soirée. P>

JON: C’est un nom cool. Comment positionnez-vous Vesper comme différent de The Truth? P>

ELLIOT: Je pense que c’est le composant matériel. Nous avons traité cela à la fois comme un modèle de lame de rasoir et comme un type de modèle SaaS, mais via le matériel. Je veux dire par là que le logiciel que nous fournissons est le contenu. P>

Paul a son côté culture avec Green Mamba qui produit du CBD dans l’état de Californie et qui est dérivé du cannabis, afin qu’il puisse aller dans les magasins, mais toujours de la CDB, et ensuite pour les États hors de l’État, nous faisons la CBD dérivée du chanvre par le biais de la vérité. C’est un peu le composant logiciel du matériel qui construit essentiellement une plate-forme supérieure, Vesper, puis fournit un logiciel supérieur pouvant être chargé dans ce matériel. P>

JON: Pour conclure, quel est le meilleur des conseils d’affaires que vous avez déjà reçus et que vous rencontrez souvent lorsque vous êtes en difficulté ou que vous partagez peut-être avec d’autres personnes qui vous posent des questions sur le fait de vous lancer en affaires? Qu’est-ce que vous avez appris au fil des ans et qui vous a été utile? P>

PAUL: Je pense que cela va dans le même sens que ce que j’ai fait dans le sport. Vous devez continuer à être persistant. Vous ne pouvez pas laisser les choses vous abattre. Nous avons eu beaucoup de passes difficiles pour arriver au point où nous sommes aujourd’hui. Comme je l’ai dit, au cours de ma carrière de basket-ball, j’ai été poignardé onze fois, et cette même saison, j’ai joué 82 matchs, ce qui est déjà difficile à faire – et cela se passait un mois avant la saison. P>

Alors J’essaie juste de faire passer le message que les choses ne vont pas toujours se dérouler comme vous le souhaitez, mais vous devez simplement continuer à vous entourer de personnes qui travaillent aussi dur que vous, de personnes qui partagent le même objectif. même vision que vous, des personnes positives, et continuez simplement à travailler. Finalement, ça va tourner. Vous ne pouvez pas vous décourager. P>

C’est facile à dire, car dans le monde des affaires, il ne suffit pas de se rendre au gymnase et de prendre des photos. C’est emprunter de l’argent, dépenser de l’argent que vous n’auriez peut-être pas dépensé, puis vous avez levé les yeux et vous avez dépensé votre dernier sou sur quelque chose qui n’a pas produit comme vous le voudriez. Mais j’ai parlé à d’autres hommes d’affaires. Les gars d’Aspire ont commencé avec environ 50 000 dollars pour démarrer l’entreprise, et ils ont grandi jusqu’à, une industrie d’un milliard de dollars? P>

ELLIOT: Oui, 3 milliards de dollars. P>

PAUL: J’étais juste comme, wow. C’est très encourageant d’entendre de tels récits. P>

ELLIOT: Pour moi, je suis un type qui aime les grosses citations et je pense que deux grandes citations que j’aime bien sont: je suis fermement convaincu que l’échec est un échec. juste une question de perspective. Dans cette optique, Thomas Edison parle de l’ampoule électrique, l’avant à son centième essai, ou lui et son équipe, il a déclaré: «Je n’ai pas échoué 99 fois; Je viens de trouver 99 façons de ne pas fabriquer l’ampoule idéale. “C’est génial. P>

Ensuite, je pense aussi que nous devons parler avec les gens et tirer des leçons de leurs erreurs afin que vous puissiez faire de votre mieux pour ne pas les répéter. C’est la raison pour laquelle l’histoire est un sujet important pour moi. Dans ce sens, Henry Wadsworth a déclaré: «Une seule conversation avec un homme sage vaut plus que 10 ans d’étude de livres.” P>

Il suffit d’écouter les opinions des autres, d’apprendre de leurs erreurs, d’essayer de s’améliorer, puis de savoir que des «échecs» vont se produire, mais vous n’échouerez pas vraiment si vous apprenez en cours de route. p> JON: Je suppose que je devrais vous demander – et je ne sais pas à quel point vous êtes public au sujet des ventes de vos deux produits, mais êtes-vous encouragé? Comment les consommateurs ont-ils réagi au produit? P>

PAUL: Les consommateurs adorent ça. Je pense que tout le monde que nous avons eu à essayer le produit l’aime vraiment. Pour le moment, notre problème est d’obtenir le produit en masse – p>

ELLIOT: Distribution en masse. P>

PAUL: Oui, la distribution en ce moment. Mais tout le monde qui a essayé le produit l’adore. Nous essayons toujours de nouvelles façons de le rendre plus innovant. Comment pouvons-nous l’améliorer? Comment pouvons-nous le rendre différent? C’est toujours le concept, les idées dont nous parlons quasiment tous les jours. P>

Nous avons en fait un nouveau produit, un produit plus élégant qui sera lancé l’année prochaine. Pour rester au sommet du jeu, vous devez être capable de vous adapter. Je pense que nous avons essayé de nous adapter au cours des deux dernières années. P>

ELLIOT: Et innover sans cesse. Vous avez eu de bons et de mauvais mois, mais d’année en année, notre taux de croissance est, je pense, la meilleure position, et cela fait partie de la croissance de centaines de pour cent d’une année sur l’autre, des ventes à deux chiffres aux ventes à trois chiffres d’une année à l’autre. d’améliorer. p>

Mais oui, comme Paul l’a évoqué, le plus important élément d’une équipe aussi complexe que nous, qui consiste essentiellement en deux ou trois personnes bénéficiant d’un contrat d’aide, le plus important est d’obtenir quelques nombre de partenaires distributeurs importants afin que vous puissiez réellement vous concentrer sur les relations avec ces partenaires et vraiment pousser le volume à travers ces avenues et vous permettre de vous concentrer également sur ce que Paul a dit, à savoir le cycle de produit innovant et la sortie constante de nouveaux appareils.

JON: Puisqu’il s’agit d’un produit CBD, je suppose que vous pouvez le vendre à travers les frontières de l’état, n’est-ce pas? p>

PAUL: Oui. p>

JON: Alors Où trouver la vérité? “Où trouveriez-vous la vérité?” J’aime ça. [rires] p>

ELLIOT: Actuellement, nos produits Vesper sont vendus sur le site vapevesper.com. Vous pouvez y obtenir des cartouches vides. Les convertisseurs, l’un de nos principaux différenciateurs, vous permettent d’utiliser toutes les cartouches standard via notre périphérique. P>

De plus, en ce qui concerne les cartes de crédit, nous vendons les dosettes remplies de CBD The Truth via un site Web. , truthpods.com, mais ensuite les cartes de crédit – nous avons examiné environ huit processeurs de cartes de crédit et nous venons de recevoir une nouvelle demande aujourd’hui. J’espère que ça va être en ligne. Donc, pour l’instant, Eaze Wellness est toujours le seul distributeur en ligne à disposer de nos cartouches remplies. P>

Et, comme je l’ai dit, le cycle du produit – Paul et moi sommes à environ un mois et demi du lancement d’actualités CBD et des pulvérisations orales, et cela se limitera à un seul biais du sujet et à un seul du produit buccal afin de nous assurer que nous fournissons le meilleur produit. Cela facilitera le traitement des cartes de crédit, et nous lancerons également ce site Web bientôt. P>

JON: Cool. C’est génial les gars. Encore une fois, félicitations pour tous vos succès et pour avoir combattu le bon combat. P>

PAUL: Oh, certainement. P>

JON: J’ai hâte d’essayer le produit moi-même. Je dois en parler à quelqu’un. P>

PAUL: Oh non, nous vous en enverrons. Ne vous inquiétez pas. P>

JON: Je l’apprécie. Je suis ici à Los Angeles. Je suis facile. P>

ELLIOT: C’est parfait. Nous pouvons simplement – p>

JON: Oui, exactement. Bonne chance à vous les gars. Merci beaucoup d’avoir fait cet appel et ce podcast. P>

PAUL: Merci Jonathan. C’est un plaisir. P>

JON: Très bien, merci. Faites attention, les gars. P> div> section> div> article>
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