We caught up with the brilliant and insightful Kathryn Awada a few weeks ago and have shared our conversation below.

Alright, Kathryn thanks for taking the time to share your stories and insights with us today. Can you recount a story of an unexpected problem you’ve faced along the way?

One of the most unexpected challenges I faced in my career was the lack of access to traditional banking and business services simply because we were in the cannabis industry. In the early days, banks wouldn’t accept our money, and many B2B companies didn’t want to work with us. That created an incredibly frustrating situation where we couldn’t operate like a typical business—securing capital, managing payroll, or even paying vendors became complicated.

At that moment, it felt like we were isolated from the rest of the business world. But rather than let it bring us down, we made the decision to adapt. We learned to run every aspect of the business ourselves, from managing operations to navigating financials. What seemed like a huge problem at the time actually made us more resilient. I truly believe there are no problems, only solutions that help you grow and make your business stronger.

Another big challenge came when I helped introduce the cannabis tracking system, MITS, which eventually became METRC. There wasn’t a compliant way to correct mistakes in the system at the time, and businesses were struggling to manage their inventory accurately. This led to a lot of misinformation and discrepancies that weren’t being tracked properly.

To resolve this, I created a remediation process that allowed businesses to explain and correct errors in their inventory to the state in a transparent way. I developed a system where companies could outline why adjustments were needed—whether that meant adding, negating, or subtracting inventory—so that their digital records aligned with what was physically happening on the ground. I also trained the industry on how to use the platform and worked with METRC to make sure the system fit the operational realities of cannabis businesses.

Facing these challenges head-on taught me that what seems like a setback is often an opportunity to make things better. Each of these experiences made the business stronger and more adaptable. That’s how I’ve always approached problems: as opportunities to grow, learn, and ultimately build something that’s built to last.

Kathryn, 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?

My name is Kathryn Awada, and I’m the Founder and CEO of CannaLearn, an education-focused platform that helps cannabis businesses navigate the complex world of compliance, operations, and growth. My journey in the cannabis industry started at the ground level—as a trimmer. From there, I worked my way up through every aspect of vertically integrated licenses, gaining firsthand experience in cultivation, retail, regulatory compliance, and everything in between.

What makes my experience unique is that I’ve seen and done it all, starting from the most hands-on roles and advancing to leadership positions. Working through cultivation, production, and retail helped me develop a deep understanding of the entire cannabis supply chain. Each step taught me invaluable lessons about business operations, from how to run a successful grow facility to managing a retail store, and the intricacies of staying compliant with rapidly changing regulations.

Early on, the biggest challenge was the lack of B2B support and professional services for cannabis businesses. There weren’t any traditional business resources available to us—banking, payroll, legal advice—all of it was either unavailable or extremely difficult to access because we were in cannabis. We had to learn how to do everything ourselves, and that’s what gave me such a comprehensive understanding of how to build and sustain a cannabis business from the ground up.

Over the years, I moved into consulting, helping businesses scale from 0 to 1—getting them off the ground while ensuring they’re compliant and set up for long-term success. I also played a major role in shaping the cannabis compliance landscape by developing the remediation process for METRC, which allowed businesses to correct errors in their inventory systems in a transparent, compliant manner. Training the industry on how to use METRC, while simultaneously advising the platform on what the cannabis industry needed to function properly, was a defining moment in my career.

What I’m most passionate about now is sharing everything I’ve learned. Through CannaLearn, I focus on providing education and training to businesses, ensuring that they understand not just compliance, but the operational nuances that make a cannabis business sustainable. I believe that by educating business owners and their teams, we’re building a stronger, more resilient industry.

What sets me and CannaLearn apart is our practical, hands-on approach. I’ve been through the challenges—whether it’s lack of banking, regulatory confusion, or operational inefficiencies—and now I’m using that experience to help others avoid those pitfalls. I want potential clients to know that we’re here to help them succeed, not just by teaching compliance, but by guiding them through every aspect of running a cannabis business, from cultivation to retail, and everything in between.

At CannaLearn, we’re dedicated to making sure that cannabis businesses are not only compliant but also empowered to operate smoothly and grow. We’re here to provide the education, tools, and insights necessary to thrive in this evolving industry. If you’re starting from scratch, or you’re looking to improve your operations, we’re here to help you go from 0 to 1 and beyond.

Can you tell us about a time you’ve had to pivot?

One of the biggest pivots I’ve experienced came when I transitioned from consulting into the tech space to create a cannabis operations management system called Azara. The platform was ahead of its time, designed to solve some of the most pressing issues in the cannabis industry—specifically, banking and insurance. By creating a transparent system that reconciled point-of-sale (POS) and state tracking systems, Azara was meant to give financial institutions and insurance companies a clear view of cannabis businesses’ records, which we hoped would help normalize cannabis banking.

We raised $250k and spent around $50k developing the platform. Things were moving forward, but then the engineers I was working with decided they didn’t want to be involved in the cannabis industry anymore. They didn’t like the stigma around it, and shockingly, our investors agreed. They decided to take their money back, and suddenly, I was left with a $50k bill, plus 8% interest, to maintain the platform we’d built and had active users on.

This was one of the toughest moments in my career. After having great success consulting and growing within the cannabis industry, it felt like the rug had been pulled out from under me. The stress from trying to keep Azara afloat caused burnout symptoms, and I had to reevaluate everything—my dream, my strategy, and ultimately my identity. For so long, my identity was tied to my work, and having to navigate what felt like failure after all my previous success was incredibly difficult.

That experience led me to a spiritual awakening. I had to step back, untie my sense of self from my work, and realize that while the business had hit a roadblock, it didn’t mean I was a failure. It was a tough lesson, but a necessary one. It taught me resilience, the importance of adaptability, and that sometimes, the universe is pushing you in a different direction for a reason.

This pivot also shifted my focus back to education and consulting, where I could use my experiences to help other businesses navigate challenges without burning out. It reinforced my belief that setbacks are opportunities for growth, and that no dream is ever lost—it just evolves. I learned to detach my self-worth from my work, and that ultimately made me a stronger leader, better equipped to face whatever challenges come next.

Any advice for growing your clientele? What’s been most effective for you?

The most effective strategy for growing my clientele has been a combination of consistently showing up, building genuine relationships, and delivering exceptional results. Networking events have been key for me—putting myself out there, meeting people in the industry, and making connections. Referrals have also been a huge driver. Doing an excellent job for each client leads to word-of-mouth recommendations, which is invaluable in this industry.

What’s helped set me apart is focusing on my own goals and vision, rather than getting caught up in what others are doing. It’s easy to get distracted, but I’ve found that staying true to my mission and values is what resonates most with clients. Additionally, being an active participant not just in the cannabis industry, but also in my local community, has been essential. Showing up, whether it’s for industry events or neighborhood gatherings, creates visibility and builds trust.

Lastly, a willingness to help people without expecting anything in return has been instrumental. When you genuinely offer value and support, people remember you and are more likely to reach out when they need assistance—or refer others to you. It’s a long-term strategy, but one that builds a strong, loyal client base.

Contact Info:

• Website: https://www.cannalearnonline.com
• Instagram: https://www.instagram.com/cannalearnonline/
• Facebook: https://www.facebook.com/cannalearnonline
• Linkedin: https://www.linkedin.com/in/kathryn-awada-84885b7a
• Other: I have a podcast called The Box you can listen to at www.comin.love or any of the podcast streaming platforms.