09/03/2026
There’s a craft farmer who just got hired to run a cannabis company. And years ago, when she was still growing on a small farm, she met Kristi from our team at the Emerald Cup. It was the first event Kristi went to when she came back into cannabis, and Kristi just vibed with her, two women in the industry trying to make it and trying to uplift each other. And the farm was too small to ever afford Kristi’s services. Kristi knew it, and it would have been easy to look at a small craft grower and think, too small, who cares, and plenty of people would have.
They stayed in contact instead, and over the years they became real friends. The farmer has been a guest on our podcast a couple of times. When she hosted a summit, she called Kristi and said, come be a speaker. When one of Kristi’s clients needed a consultant, Kristi told them, you should look at her. They’ve done projects together and served some of the same businesses from different sides, so she’s seen Kristi’s work up close, and along the way she’s sent half a dozen people Kristi’s way. Kristi has a phrase for the arrangement. They give each other opportunities when they see them, and they speak each other’s names in rooms when the other one isn’t there.
And Kristi teaches this now with a distinction she drew on one of our calls. Some things are fast leads, and some things are slower leads. The fast ones are what everyone walks into an event hoping for, the operator with a problem and a budget who wants a call next week, and you absolutely take those. But if you measure every conversation by whether it turns into business, the slower ones start to look like wasted afternoons. This whole story is a slower lead. A farmer who could never hire anybody turned into referrals, a speaking slot, a friendship, and years of working alongside each other, and Kristi never billed her once.
Meeting someone and starting the relationship is valuable in and of itself. That was true the day they met, when there was nothing to show for it, and it stayed true for years while there still wasn’t much. And now the small farmer from that first event is running a cannabis company, and the relationship keeps going.