You’re an advocate for cannabis? And you want to prove those Bozos on the other side are wrong?

Go for it. It’s a free country. And we’re not here to tell anyone what they should or shouldn’t say.

But… There’s always a “but,” isn’t there?

Cannabis and its legalization generate strong feelings on both sides.

There are people who hate the fact that cannabis is legal. And nothing you say or do will change their minds. So why bother trying?

And there are people, like us, who think legalization was long overdue. And we’re not going to change our minds, either.

We’ve all been part of those more-heat-than-light arguments. They can lead to hard feelings without changing anyone’s mind.

Being persuasive is usually more effective than “winning the argument” by shouting down your opponent.

If you want be persuasive, don’t waste your time trying to convince opponents who aren’t convincible.

You’ll be more effective focusing on people in the middle who aren’t committed to either side. They’re the ones who are persuadable. And persuading them is the way to build support for any cause, including the legal use of cannabis.

If you’re the voice of reason — the adult in the room — you’ll win more hearts and minds than the advocates intent on winning the argument.

We all have stories to tell. Do you need help telling yours? If so, give us a call at 303-594-8016. Or you can reach us at


Jerry Brown and Peter Kowalchuk are veteran communications professionals offering their services to companies in the cannabis industry.