Building a Mission-Focused Culture in Emerging Industries

Episode: Building Culture in the Cannabis Industry Featuring Ben Zachs, Founder of Fine Fettle. 

In fast-growing industries—especially ones as unique and complex as cannabis—building a strong, values-driven culture isn’t optional. It’s what keeps teams aligned, motivated, and ready to adapt as the industry (and regulations) evolve. 

The best part? A mission-first culture isn’t just a feel-good HR thing—it’s a business advantage. And in emerging markets, where trust, compliance, and reputation matter, culture might just be your strongest asset. 

What Makes Emerging Industries Different? 

Industries like cannabis, renewable energy, or space tech don’t have decades of business-as-usual to lean on. That means: 

🚫 You’re writing the playbook as you go 
🧩 Rules and regulations are constantly shifting 
⚡ Growth is fast—but so is burnout 

In these environments, culture isn’t just about perks—it’s about purpose. 

Why Culture Should Come First (Yes, Even Before Tech) 

A lot of companies in emerging industries rush to scale, automate, or hire. But if your culture doesn’t scale with your company, cracks start to form fast. 

Here’s what a mission-driven culture gives you: 

• 🧭 Clarity — Everyone knows what you’re working toward 

• 🧠 Resilience — Teams bounce back from setbacks with shared purpose 

• 🔄 Consistency — Culture becomes the thread that connects remote teams, new hires, and leadership 

4 Ways to Build Culture on Purpose 

1. Anchor Everything in Your “Why” 

Startups and trailblazing companies often attract people who want to make a difference. Tap into that! 

• Share stories about impact 

• Reinforce your mission in team meetings 

• Make values part of performance reviews 

When people feel connected to the why, they’ll stay for the how. 

2. Hire for Fit—Not Just Skills 

In emerging industries, roles change fast. What matters more than today’s resume is tomorrow’s adaptability. 

✔️ Ask culture-based questions in interviews 
✔️ Look for people who embrace change 
✔️ Hire team players who can grow with the company 

3. Use Tech to Support, Not Replace, Culture 

Even in high-tech industries, tech should enhance your culture, not replace it. 

• Use collaboration tools to connect remote workers 

• Set up automated check-ins for hybrid teams 

• Keep communication channels open and human 

Tools like Microsoft Teams, Slack, and culture pulse surveys can help—but nothing replaces human connection. 

4. Stay Transparent—Especially During Uncertainty 

New industries are often under the microscope. That means your people want (and deserve) transparency. 

• Share updates early, even when answers aren’t final 

• Involve the team in decision-making 

• Build trust by admitting what you don’t know—yet 

Trust isn’t built through perfection. It’s built through honesty and consistency. 

Real-World Impact: Culture Affects Compliance and Client Trust 

In highly regulated industries like cannabis, culture plays a direct role in: 

🔐 Maintaining compliance — A culture of accountability reduces risk 
🧾 Audit readiness — Teams that communicate well stay organized 
🤝 Client confidence — Customers trust companies with cohesive values 

It's not just internal either—your culture shows up in every interaction with partners, clients, and regulators. 

How IT Plays a Role in Culture 

Believe it or not, your IT strategy can either support or undermine your culture. 

💡 Secure collaboration tools encourage openness 
📊 Smart systems reduce burnout by streamlining work 
🔐 Strong cybersecurity policies reflect your values of trust and responsibility 

At Charles IT, we believe culture and infrastructure should work together. Our IT solutions help growing companies stay compliant, collaborative, and confident—no matter how fast the market moves. 

Explore how our IT Services or Compliance Support help culture-driven companies grow the right way. 

Quick Takeaways 

• Emerging industries need culture just as much as they need capital 

• Mission-driven cultures are more resilient, especially during rapid growth 

• Hiring, communication, and transparency shape a company’s internal strength 

• Tech should align with your values and support people-first operations 

Want to Build a Culture That Scales? 

Whether you’re in cannabis or any fast-growing field, the companies that last are the ones that lead with purpose and invest in alignment—from people to tech. 

📅 Let’s connect to see how Charles IT can help your infrastructure match your mission.