Narbe Alexandrian, President and CEO of Canopy Rivers, discusses the ins and outs of the cannabis investment space. Alexandrian notes that, when a company goes public, there's a lot of pressure in terms of growth, and, unfortunately, a lot of companies simply can't meet those lofty goals. He believes that cannabis companies today should be focused on product market fit; because cannabis is treated as somewhat of a homogeneous product, investors tend to look for who has the right brand and distribution: "The difference between Coke, and Pepsi, and every other soft drink manufacturer out there, isn't that they have this secret recipe, or this secret can, or it pops when you pop the can, nothing like that. It's because of distribution." Alexandrian also discusses the future of hemp, the growing interest in biosynthetic cannabinoids, and the possibility of cannabis entering the pharmaceutical industry.