about signal & substance
Signal & Substance is an emerging markets business consulting, marketing strategy and instructional design firm helping cannabis and adjacent industry companies solve the right problems to drive real results.
category expertise
Traditional - CPG, Food & Beverage, RTD Beverage, Natural Foods
Health - Pharma, Nutraceuticals
Retail - Brick and mortar cannabis retailers, emerging market e-tailers
“Ninety-five percent of product teams fail because they can’t agree on customer need.”
Common questions I help to answer:
“What kind of product or flavor should I launch next?”
“What do my consumers and customers truly want and need most?”
“Where in the customer journey can I reduce friction to drive conversion?”
“Where should I spend my marketing budget to most deliver my desired impact?”
“We are launching in a new state, how do I ensure it goes smoothly?”