The first step in the process is to change where marijuana gets purchased.

The new dispensaries now have clever names like "Mindful" and they are trying to modernize the selling of cannabis. In these new stores, employees wear uniforms and the company logo is everywhere. If product managers can rebrand pot successfully, then they'll really have something to add to their product manager resume. The final step in the rebranding of pot is to try to work it into more of everyone's everyday life. What this has meant in Colorado is having the Colorado Symphony host shows called "Classically Cannabis" and holding cannabis cocktail parties. Not content with those efforts, a new yoga class called "Vape and Vinyasa" has been introduced along with a new smartphone app that allows the placing of online pot orders. What All Of This Means For You Marijuana has become legal to sell, buy, and consume in a number of places in the United States. Now that there is a product to be sold and consumers who can legally buy it, it's time for the product managers to step in. However, pot has been illegal for so long, what's a product manager to do with this new type of product in order to make it a success? Our product manager job description never told us how to handle this situation! In Colorado, the new companies that have started to grow and sell marijuana have discovered that they have a problem. There is no efficient way to distribute their product. The few stores that currently sell pot are very seedy looking and are staffed by people who are really best suited to interacting with people who use illegal drugs. The new marijuana company product managers are starting to make changes in order to grow their market share. They are rebranding a number of ways that people refer to marijuana in order to make it more palatable to a larger audience. They are also starting to cross marijuana with other activities that their target audience is participating in. It's still early on in this new product field. The pot product managers have a lot of work ahead of them. They have to recast the image of their product from forbidden illegal drug to desirable recreational pastime. The good news is that it can be done. Now it's just up to the product managers to find out how to do it.

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