Editor’s Notebook: Why the industry goes sideways by overexplaining

(This is an abridged version of a column that appears in the February issue of Marijuana Business Magazine.)

Sometimes the most basic advice is the hardest to follow. 

Floss every day! Save more for retirement! The list goes on. … 

Politicians are no different. And neither, it seems, is the hemp industry. 

I’m talking about a basic rule of campaigning known to every political operative — “If you’re explaining, you’re losing.” 

This simple lesson is one that even seasoned politicians bungle. Whenever they lose a campaign, or fail to get a bill passed, they say the same thing. “I didn’t explain my (idea/candidacy/issue) well enough.” 

It’s never because they were a bad candidate, or because they lost an honest debate of ideas. Instead, they vow to do a better job of explaining to people how their side was best. 

Here’s the problem with that line of thinking—it’s condescending and off-putting. 

No one likes to be talked down to. It’s a no-brainer that hemp activists should keep in mind now that the crop is legal. 

More opinion on the better way to approach hemp persuasion is available here.