I always look to the values of a company to determine my opinion of a brand.

I look for congruence between stated approach and how people experience the brand.

After two days at Zenabis Global Inc., I have seen that congruence. Several conversations I have witnessed – including with the CEO – referenced the 4 values of excellence, responsibility, compliance and stakeholder value.

It absolutely cuts the cost of doing business when that transparency is put into practice. It makes my job easier too.

No massaging of inputs to outputs. Nice.

This Much We Know.