People dont buy cannabis. 

They HIRE it to solve specific problem at specific moment.

Most dispensaries, coffee shops and social clubs never think about it this way. And that is exactly why their marketing doesnt convert

JTBD = Jobs To Be Done. Framework from Clayton Christensen, Harvard. 

People dont buy products, they hire them. The job they are hiring for completely changes what product they need, what message works, and why they walk in at all.

REC vs Medical segmentation is not wrong. Just useless for building marketing campaigns.

# Here is what actually matters:

70 million Americans cant sleep

40 million have anxiety

All of them are currently hiring Ambien, Xanax, and Jack Daniels for jobs YOUR store could solve. 

They dont know it. 

# Because your marketing says "TOP SHELF 20% OFF", 

# not "havent slept properly in months? try CBN+THC gummies, natural, zero grogginess."

I analyzed 800+ Reddit threads and social posts with AI to understand WHY people actually buy. 

Got 19 distinct cannabis jobs across three categories:

# Functional: sleep, chronic pain, alcohol replacement, anxiety, workout recovery 

# Emotional: feel relaxed without sedation, feel like myself again, decompress after work 

# Social: replace alcohol at parties without hangover, social confidence

Top brands spending $100K+/month on ads already figured this out. Swipe to see how, and the 3-step system to do same in your store this week

# Which job do you think has most untapped potential in your market? Sleep. Anxiety. Alcohol replacement

Drop your answer below

Sharing Framework that I think is Relevant for anyone Running Cannabis Retail or Canna Brand. Feedback welcome 🙌