The Power of Gentle Leadership

By Sara Gullickson

Leadership has long been framed by command and control, but in my experience, the reality is far more nuanced. As someone who has helped secure more than 200 cannabis licenses across 30 states and five countries, I can tell you that the most effective leaders aren’t always the loudest. They’re the ones who listen intently, trust their gut, and lead with clarity, even when the message isn’t what others want to hear.

When I first entered the cannabis industry over a decade ago, it was uncharted territory. No one really knew what they were doing, and that ambiguity meant there wasn’t just one roadmap to success; there weren’t any. At the time, I was running Dispensary Permits, a company I eventually sold in 2018. My early days in the industry were filled with trial and error and an endless stream of people who thought they wanted to be cannabis entrepreneurs but didn’t fully understand what that meant.

That’s where my intuition came in. It became my most powerful business tool. I had to decipher what the client wanted, what the state required, and what the community needed, and somehow blend all three narratives into one cohesive plan. Intuition helped me deliver hard truths with kindness, often steering aspiring operators away from deals or ventures they simply weren’t ready for. I’ve had to be the bearer of bad news more times than I can count, but I’ve always tried to do it in a way that empowers people rather than discourages them.

Sometimes leadership means standing in the way of a train about to derail. When someone comes to you with a dream but lacks the capital, knowledge, or resilience required, it’s your job to protect them. That’s a part of leadership that rarely gets discussed: the emotional weight of being honest with people when their timing or resources just don’t line up. I've had to master the art of saying no with compassion.

I’m a fast mover and a firm decision-maker, but I’ve also learned that leadership requires restraint. Being cutthroat doesn’t mean being cold. In fact, I’ve often delivered the toughest messages in the gentlest tone. That’s what emotional intelligence is all about: knowing when to push, when to pause, and when to pivot.

Launching The Cannabis Business Advisors during the uncertainty of 2020 was a defining moment. I wanted to build a firm that reflected my values: intentional, ethical, and unapologetically selective. We work with people who align with our vision because the cannabis industry needs leaders who are in it for more than the bottom line. We’ve kept our firm boutique by design. It allows us to be nimble, to focus on quality, and to build trust with our clients.

And while we move quickly, we move with purpose. Every engagement is built around honest conversations about what’s realistic, what’s sustainable, and what’s worth pursuing. I’ve found that when clients feel truly seen and understood, they’re far more likely to build something that lasts.

I’ve also held ownership in multiple women- and minority-owned operations, something I take a great deal of pride in. It’s not just about who’s sitting at the table.

It’s about making sure they have the tools to own the table. Mentorship, especially in this space, is critical. And I believe part of being a strong leader is knowing when to pass the mic.

People often think being a strong leader means having all the answers. I disagree. The best leaders I’ve worked with, whether CEOs, state regulators, or entrepreneurs, ask the best questions. They challenge assumptions. They make decisions with long-term impact in mind. They understand that building something meaningful takes time, trust, and teamwork.

In an industry as regulated and high-stakes as cannabis, there’s little room for ego. I’ve watched people enter this space thinking it’s glamorous or easy money. It’s neither. But if you approach it with purpose, there’s potential to create something transformative. That’s what drives me.

Yes, I’m kind. Yes, I’m empathetic. But make no mistake, I’m also strategic, direct, and fiercely protective of the businesses I help build. I don’t sugarcoat. I don’t placate. But I do believe in people and giving them a fair shot at success, sometimes by telling them what they need to hear, not what they want to hear.

Looking ahead, I want to continue shaping a cannabis industry that blends innovation with responsibility, values people over profits, and understands the importance of adaptability. Leadership, to me, is about standing in that space where compassion and conviction intersect.

To those building something new in cannabis or any emerging market: trust your instincts. Listen more than you speak. Don’t be afraid to deliver hard truths. And know that how you make people feel will define your legacy.

If my career has taught me anything, it’s that leadership isn’t about taking the spotlight. It’s about turning the light toward others, guiding them forward, and doing so with enough force to push but never shove.

Because sometimes the strongest move you can make isn’t raising your voice. It’s standing your ground, trusting your vision, and leading with the quiet confidence that the right people will follow.

Connect With Sara

www.saragullickson.com

www.thecannabisbusinessadvisors.com