5 Things I Wish Someone Told Me Before I Started Leading a CBD Business

Asa part of my series about “5 Things I Wish Someone Told Me Before I Started Leading a Cannabis Business” I had the pleasure of interviewing Jonathan Shapiro, Founder and CEO of Mindset Wellness.

Jonathan Shapiro is a seasoned entrepreneur and experienced innovator in the music, apparel, and wellness industries. His story is one of determination and the ability to choose his mindset in the face of significant challenges.

Jon’s personal struggles with anxiety led him to explore the potential benefits of CBD, ultimately inspiring him to launch Mindset Wellness as CEO and founder. Mindset Wellness is a leading brand in the wellness industry focused on empowering individuals to take control of their mental health and overall well-being.

In all of his endeavors, Jon’s mindset of determination and perseverance has been key to his success. His story is an inspiration to others, showing that it’s possible to overcome even the most difficult challenges and achieve great things with the right mindset.

Thank you so much for doing this with us! Can you share with us the story about what brought you to this specific career path?

Certainly. My journey at Mindset Wellness is deeply personal and rooted in my own struggles with anxiety. Throughout my life, I have grappled with anxiety, experiencing its profound impact on my mental and emotional well-being. Like many others, I sought relief through various means, from therapy to medication, but it wasn’t until I discovered CBD that I found a solution that truly resonated with me.

CBD offered me a natural and holistic approach to managing my anxiety, providing relief without the unwanted side effects often associated with traditional medications. This transformative experience sparked a passion within me to share the benefits of CBD with others who may be struggling with similar challenges.

With a background in entrepreneurship and a strong interest in health and wellness, I saw an opportunity to combine my personal experience with my professional expertise to make a meaningful impact in the lives of others. Thus, Mindset Wellness was born.

Mindset Wellness represents the culmination of my career journey, the fourth and most important chapter thus far. It is a platform where I can leverage all the experiences I have accumulated over the years to bring wellness to a world that needs it now more than ever. Through Mindset Wellness, I am able to channel my passion for health and wellness into tangible products and initiatives that have the potential to transform lives.

Ultimately, my own journey with anxiety has shaped my career path and fueled my dedication to helping others find relief and improve their overall well-being. I am deeply committed to making a positive impact in the mental health space and am grateful for the opportunity to lead Mindset Wellness on this mission.

Can you share the most interesting story that happened to you since you began leading your company? Can you tell us what lesson you learned from that?

One of the most interesting experiences since leading Mindset Wellness was when we were named the official CBD brand for the Hamptons Film Festival. In this capacity, we hosted a pop-up event at Equinox Sports Club in Bridgehampton, NY. As luck would have it, the entire C-suite of Equinox was on site and loved what we were doing. Following that event, we became Equinox’s official CBD partner and proceeded to activate over 150 pop-ups at Equinox sports clubs around the country.

This experience taught me the power of seizing unexpected opportunities and the importance of cultivating strong partnerships. It showed me that sometimes, the most significant opportunities can arise from chance encounters and serendipitous moments. Additionally, it underscored the importance of delivering a high-quality product and experience that resonates with both consumers and industry partners. This partnership with Equinox not only expanded our brand’s reach but also solidified our reputation as a trusted CBD provider in the health and wellness space. Overall, it was a remarkable experience that exemplified the potential for growth and success through strategic partnerships and seizing opportunities as they arise.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

I’ll be happy to share a memorable experience from our early days. One particularly humorous mistake occurred when we decided to ship a tractor-trailer full of gummies on a hot summer weekend from our manufacturing facility in Florida.

We were eager to get our products out to customers as quickly as possible, so we insisted that the shipment be sent out over the weekend. However, what we failed to consider was the scorching heat of the Florida summer and the long journey our gummies would have to endure traveling up I-95.

As you can imagine, 4 days of traveling in 100-degree heat proved to be disastrous for our gummies. When the shipment arrived at its destination, we were horrified to find that the trailer was filled with melted gummies. It was quite a sight!

From that experience, we realized that rushing shipments can lead to costly mistakes and unhappy customers.

Since then, we’ve implemented strict protocols for shipping our products. This experience taught us the importance of patience, planning, and attention to detail in all aspects of our business operations. And while it may have been a funny mistake in hindsight, it taught us a valuable lesson that we continue to apply to this day.

Are you working on any exciting projects now? How do you think that will help people?

We are always working on exciting projects aimed at advancing mental health and well-being. One of our current initiatives involves developing innovative CBD-infused products tailored to address specific wellness needs, such as stress relief, sleep support, and mood enhancement.

We believe that these products have the potential to make a significant impact on people’s lives by providing natural, effective solutions for common health challenges. By harnessing the power of CBD and combining it with carefully selected botanical ingredients, we aim to offer holistic wellness solutions that promote balance, resilience, and choice.

In addition to product development, we are also focused on expanding our educational resources and community outreach efforts to raise awareness about mental health and destigmatize conversations surrounding it. By providing valuable information, resources, and support, we strive to empower individuals to take control of their mental well-being and live healthier, happier lives.

Overall, our goal is to continue innovating, inspiring, and making a positive impact on the world by promoting mental health and wellness through our products and initiatives. We are excited about the potential of our current projects to help people improve their quality of life and thrive in mind, body, and spirit.

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?

Absolutely, Isaac Boots, the fitness icon, has been instrumental in the success of Mindset Wellness. One memorable experience that highlights his impact occurred when he graciously invited us to participate in his summer-long Hamptons pop-up store.

It was an incredible opportunity for us to showcase our products and connect with a new audience in a vibrant and influential setting. Throughout the summer, we had the privilege of learning from Isaac, soaking up his wisdom, and immersing ourselves in his ecosystem of friends and followers.

Isaac’s endorsement of Mindset Wellness to his community was invaluable. His genuine belief in our products and mission helped elevate our brand and gain traction in ways that would have been difficult to achieve on our own. Through his support, we were able to reach a broader audience and make meaningful connections that have had a lasting impact on our growth and success.

Overall, I am immensely grateful to Isaac for his generosity and unwavering support. His willingness to open doors and share his platform with us has been a game-changer for Mindset Wellness, and I will always be thankful for his role in helping us get to where we are today.

This industry is young, dynamic and creative. Does your company use any clever and innovative marketing strategies that you think large legacy companies should consider adopting?

We believe that our industry’s youth, dynamism, and creativity provide us with unique opportunities for innovative marketing strategies and community building. At Mindset, we embrace creativity and constantly seek out new ways to engage with our audience.

One of the strategies that has been particularly effective for us is leveraging brand ambassadors. By partnering with individuals who align with our brand values and have a strong following, we’re able to reach a wider audience and build credibility in an authentic way.

Additionally, we prioritize storytelling in our marketing efforts. We understand that consumers resonate with brands that have a compelling narrative, so we strive to share our story and the stories of our customers in a meaningful way. This approach helps us connect with our audience on a deeper level and foster stronger relationships.

Legacy companies may have established marketing strategies, I believe that embracing creativity, authenticity, and innovation is essential for success in our dynamic industry. By adopting some of these strategies, larger companies can better connect with today’s consumers and stay relevant in an ever-evolving market landscape.

Can you share 3 things that most excite you about the CBD industry? Can you share 3 things that most concern you?

Three things that most excite me about the CBD industry are:

Research and Innovation: The growing body of scientific research surrounding CBD’s potential health benefits is incredibly promising. As more studies are conducted and discoveries made, we’re gaining a better understanding of how CBD can positively impact various aspects of health and wellness. This opens up opportunities for innovative product development and new applications of CBD.

Market Growth and Opportunity: The CBD industry is experiencing rapid growth and expansion, driven by increasing consumer awareness and demand for natural health solutions. This presents exciting opportunities for companies like Mindset Wellness to innovate, develop new products, and reach new markets. The potential for growth and market penetration is vast, especially as regulations evolve and barriers to entry are reduced.

Positive Impact on Health and Wellness: One of the most rewarding aspects of being part of the CBD industry is the opportunity to make a positive impact on people’s lives. CBD has shown potential in providing relief for various health conditions, from anxiety and stress to chronic pain and inflammation. Seeing the transformative effects of CBD on our customers’ well-being and quality of life is incredibly gratifying.

However, there are also several concerns that I have regarding the CBD industry:

Lack of Regulation and Quality Control: The current regulatory landscape surrounding CBD is complex and fragmented, leading to inconsistencies in product quality and safety standards. This lack of regulation poses challenges for consumers in terms of product transparency, consistency, and reliability. As a result, it’s crucial for companies like Mindset Wellness to prioritize quality control measures and adhere to rigorous standards to ensure product safety and efficacy.

Misinformation and Misleading Claims: The rapid growth of the CBD industry has also given rise to misinformation and misleading claims, both online and offline. This can confuse consumers and erode trust in the legitimacy of CBD products. As industry leaders, it’s our responsibility to educate consumers, promote transparency, and combat false information to ensure that they can make informed decisions about CBD products.

Legal Uncertainty and Regulatory Challenges: Despite the legalization of hemp-derived CBD at the federal level in the United States, there is still significant legal uncertainty and regulatory ambiguity surrounding CBD products, especially in terms of labeling, marketing, and distribution. Navigating these regulatory challenges can be complex and costly for businesses, requiring ongoing compliance efforts and advocacy for clearer regulations that support industry growth and consumer safety.

Can you share your “5 Things I Wish Someone Told Me Before I Started Leading a CBD Business”?

Regulatory Complexity: I wish I had known the extent of the regulatory complexity surrounding the CBD industry. Navigating the ever-changing landscape of regulations at both the federal and state levels requires constant vigilance and adaptation. For example, when we first launched Mindset Wellness, we encountered unexpected delays and hurdles in obtaining the necessary permits and approvals for our products due to evolving regulations.

Quality Control is Paramount: Ensuring consistent product quality and safety is absolutely crucial in the CBD industry. I wish I had fully understood the importance of investing in robust quality control measures from the outset. Early on, we faced challenges with gummy consistency, which resulted in customer complaints and damaged brand reputation. Implementing rigorous quality control processes and partnering with reputable suppliers has since been a top priority for us.

Building Trust Takes Time: Building trust with consumers in the CBD industry takes time and dedication. Many people are still skeptical or misinformed about CBD, so it’s essential to be transparent, educate consumers, and deliver on promises consistently. We learned this lesson early on when we faced resistance from potential customers who were hesitant to try our products due to misconceptions about CBD. Through authentic storytelling, transparent labeling, and providing third-party lab reports, we’ve been able to earn the trust of our customers over time.

Importance of Networking and Collaboration: I wish I had recognized sooner the value of networking and collaboration within the CBD industry. Connecting with other industry professionals, attending conferences, and participating in trade associations can provide invaluable insights, opportunities, and support. For instance, forming partnerships with like-minded brands and influencers has helped us expand our reach and strengthen our brand presence in the market.

Adaptability is Key: The CBD industry is constantly evolving, so adaptability is essential for success. I wish I had been more prepared for the rapid pace of change and the need to pivot quickly in response to market shifts, regulatory updates, and consumer trends.

What advice would you give to other CEOs or founders to help their employees to thrive?

I believe that creating an environment where employees can thrive is essential for the success of any business. Here are some pieces of advice I would give to other CEOs or founders to help their employees thrive:

Prioritize Employee Well-Being: Make employee well-being a top priority by offering support programs, flexible work arrangements, and resources for mental health and wellness.

Foster a Culture of Open Communication: Encourage open communication and feedback within the organization to create a culture of transparency and trust. Actively listen to employees’ concerns, ideas, and suggestions, and empower them to voice their opinions without fear of repercussion.

Invest in Professional Development: Provide opportunities for professional growth and development to help employees reach their full potential. Offer training programs, mentorship opportunities, and career advancement pathways to empower employees to enhance their skills and achieve their career goals.

Recognize and Reward Achievement: Acknowledge and celebrate employees’ achievements and contributions to the organization regularly. Whether through verbal praise, performance bonuses, or employee recognition programs, recognizing employees’ hard work and dedication fosters a sense of appreciation and motivation. By showing gratitude for their efforts, you reinforce a positive work culture and encourage continued excellence.

Lead by Example: As a leader, lead by example and embody the values and behaviors you want to see in your employees. Demonstrate integrity, empathy, and resilience in your actions and decisions, and inspire others to do the same. By modeling positive leadership behaviors, you set the tone for the organization and create a supportive and inclusive work environment where employees feel empowered to thrive.

You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

I am deeply passionate about promoting mental health and well-being for all. If I could inspire a movement that would bring the most amount of good to the most amount of people, it would be a movement focused on destigmatizing mental health and making mental wellness accessible to everyone.

This movement would strive to create a culture where mental health is prioritized and openly discussed, just like physical health. It would encourage individuals to seek help when needed, without fear of judgment or discrimination. Additionally, it would advocate for greater access to mental health resources, including therapy, support groups, and mindfulness practices, regardless of socioeconomic status or background.

By raising awareness, fostering empathy, and providing support, this movement would empower individuals to take control of their mental well-being and live healthier, happier lives. It would promote the understanding that mental health is a fundamental aspect of overall wellness and that seeking support is a sign of strength, not weakness.

Ultimately, the goal of this movement would be to create a world where everyone feels seen, heard, and supported in their mental health journey, leading to greater resilience, fulfillment, and connection within our communities.

What is the best way our readers can follow you on social media?

Visit our site, mindsetwellness.com and follow along on IG at: @shopmindsetwellness, @jonsaintshapiro and @renedeckershapiro.

This was very inspiring. Thank you so much for joining us!