We caught up with the brilliant and insightful Annie Holman a few weeks ago and have shared our conversation below.
Annie, looking forward to hearing all of your stories today. Looking back, what’s an important lesson you learned at a prior job?
Let’s talk about Yellow Flags in business—you know, those little warning signs that pop up and say, “Hey, maybe don’t ignore me, or I’ll turn into a full-blown disaster later.” Yellow flags are not a deal-breaker yet, but definitely something you should pay attention to.
In my book, there are only two types of flags: Green (everything’s great, full speed ahead!) and Red (stop immediately, do not pass Go, totally forget the $200).
Yellow flags? They’re the middle child of the flag family—often overlooked but crucial. Miss them, and those small, manageable issues can snowball into major problems or, worse, nasty business breakups. TRUST ME ON THIS.
Annie, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I’m originally from Maine, where my deep-sea roots mean I have an unshakable connection to all things lobster (and yes, I can crack one open like a pro). Before diving into the cannabis world—let’s generously call “cannabis” an “adventure”—I spent 25 successful years as the founder of ARTGIRL, a Graphic Design/PR firm. Think creative campaigns, bold ideas, and probably too much coffee.
My cannabis journey began in 2015 when a good friend bet on the right horse in the Kentucky Derby and walked away with a boatload of cash. She handed me her winnings and said, “Let’s start a medical cannabis bakery.” My response? “I don’t bake, but sure, why not?” And just like that, Derby Bakery Cannabis Edibles was born. We made high-end edibles, won a bunch of “Emerald Cup – Best Edibles” awards, and proved that you don’t need to know how to bake or get high to run a successful cannabis bakery.
From there, I founded The Galley, an 8,300-square-foot cannabis co-manufacturing and distribution facility in Santa Rosa, CA. Picture a massive commercial kitchen where edibles, candy, chocolate, topicals, tinctures, small beverages, and beauty products rolled off the lines daily. Oh, and we had an Event Center where we hosted everything from charity events to raging Halloween parties and Friday night BBQs. Yes, I know how to have fun.
These days, I’m the Co-founder and Managing Partner of Fusion Cannabis Strategies. At Fusion, we specialize in operational services for manufacturing facilities. From site evaluations and facility design to permit prep, construction build-outs, and regulatory compliance, we handle it all, because we’ve seen it all.
My latest adventure has taken me into the wild, wild world of Hemp—I’m thrilled to be a partner in Sonder Brands, where we’ve taken nostalgia to a whole new level. Remember Pop Rocks? Yeah, we added THC. It’s like your childhood, but with a much better afterparty.
I’ve been living in Sonoma County, CA, for 41 years, and fully embracing life. I’m a free spirit and a born leader—just ask the boys’ basketball team I made in 8th grade. Yep, I tried out, and yep, I made the squad.
Any insights you can share with us about how you built up your social media presence?
Ah, so you want to build an audience on social media? Fantastic! In short: You just need to be YOU. Yes, the messy, awkward, wonderfully weird YOU.
But, let me break it down for you:
1. Be Yourself (Even If “Yourself” Is a Hot Mess)
First things first: forget about being perfect. Nobody wants to follow a robot (unless it’s a really funny robot). People want to connect with real humans. So, embrace your quirks. Vulnerability is your superpower. People love to see someone who’s not afraid to say, “Hey, I’m a little bit of a disaster, but I’m here, and I’m trying.”
Think of it this way: if social media were a party, would you rather hang out with the person bragging about their perfect life or the one telling a hilarious story about how they got stuck in porta-potty? Exactly.
2. Put Yourself Out There (Even If It’s Awkward)
Yes, it’s scary to put yourself out there. But here’s the thing: nobody remembers the person who played it safe. They remember the person who posted a video of themselves trying to do yoga and accidentally kicking the dog in the head. (no injury occurred)
And start small. Vulnerability isn’t about oversharing your deepest, darkest secrets—it’s about showing up as your authentic self, even if that self is currently wearing mismatched socks.
3. Embrace the Cringe
Here’s a secret: everyone is cringing at themselves on social media. Even the influencers with 1 million followers are like, “Did I really just post a video of myself lip-syncing to a Led Zeppelin song in my kitchen?” Yes. I. did. Write the caption that makes you laugh, even if it’s a little cheesy. The more you lean into your weirdness, the more people will love you for it.
Remember: cringe is just confidence that hasn’t fully matured yet.
4. Talk to Your Audience Like They’re Your Friends
When you’re starting out, it’s easy to feel like you’re shouting into the void. But here’s the trick: pretend you’re talking to your best friend. Write captions like you’re texting your group chat. People don’t want to follow a brand—they want to follow a person. So, be that person.
5. Consistency Is Key (But Don’t Burn Out)
Yes, you need to post regularly to build an audience. But don’t stress yourself out trying to post every single day. Nobody wants to see you crying into your phone at 2 a.m. because you haven’t posted in 24 hours. (Unless, of course, you turn it into a funny post; then go for it.) Find a schedule that works for you and stick to it. And if you miss a day? No big deal. Your audience will still be there when you come back. BIG SURPRISE!
6. Engage Like a Pro
Building an audience isn’t just about posting—it’s about connecting. Reply to comments. Slide into DMs (in a non-creepy way). Share other people’s content and tag them. Social media is a two-way street, so, again, don’t just shout into the void—have conversations. And if someone takes the time to comment on your post, don’t just “like” it. Reply with something funny or thoughtful. People love feeling seen.
7. Go Viral (Or Not)
Everyone dreams of going viral, but here’s the truth: you don’t need to go viral to build an audience. Sure, a video of you multitasking like an octopuses might get you 10,000 followers overnight, but slow and steady growth is just as good (and way less stressful). Focus on creating content that makes people laugh, cry, or feel something, anything. The followers will come, if you build it.
8. Remember: It’s Not That Serious
At the end of the day, social media is just a tool. If a post flops, who cares? If you accidentally post a picture of your double chin, own it. If you’re having fun and being yourself, people will notice. And if they don’t? Well, at least you’re having a good time.
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Any advice for growing your clientele? What’s been most effective for you?
The age-old question: How can women learn to communicate with men better? Let me start by saying, in cannabis (or really any industry), you may have noticed there are a lot of men. Like, a lot. It’s almost as if someone handed out free snacks and only told the guys. So, learning how to talk to men—which, by the way, I mastered at the ripe old age of 5—is a strategy ALL women should know. And no, I am NOT a man-hater. I’m married to one, so I’ve had plenty of practice. Let’s dive in, shall we?
Step 1: Speak Their Language
Men are simple creatures, and I say this in a loving way. They like directness. If you want to communicate effectively, skip the subtle hints and just say what you mean.
Step 2: Master the Art of the Pause – LISTEN UP THIS IS SO IMPORTANT.
Men often need a moment to process what you’re saying. It’s not that they’re ignoring you— So, after you make a point, pause. Resist the urge to fill the silence.
Step 3: Use Humor to Your Advantage
For example, if you are experiencing a mansplaining episode you can say, for example “Wow, I had no idea how email works. Thank you for enlightening me.” Bonus points if you can keep a straight face while saying it.
Step 4: Know When to Let It Go
In other words, stop talking—or quacking—like a duck. You’ve made your point, so channel your inner Zen master and embrace The Art of the Pause. If someone has a question, trust me, they’ll ask. Answer it, take a breath, and then zip it. Seriously, don’t start waddling off into other subjects. Less is more—quack wisely.
Step 5: Remember, They’re Not Mind Readers
Men are not psychic. If you want something, you have to say it. Don’t expect them to pick up on your subtle cues, like sighing dramatically or giving them the look. NEVER DO THAT! Just tell them what you need. For example, instead of saying, “I wish someone would take out the trash,” try, “Hey, can you take out the trash before it starts its own ecosystem?” Directness is key.
My Final Thoughts
I’m not saying men are difficult—I’m just saying they’re… different. Master these techniques and don’t get hung up in minutia – cuz they sure aren’t. Good luck out there, ladies—you’ve got this! And if not, get in touch with me, I’ll handle it for you.
Contact Info:
- Website: https://www.fusionstrategies.co/
- Linkedin: https://www.linkedin.com/in/annie-holman-609ba5/
- Other: https://shop.sondertime.com/
Image Credits
All mine.