How Amy Deneson of House of Puff, Pheno & the Cannabis Media Council, Owns It
On this episode of OWN IT, we’re talking to Amy Deneson from House of Puff, Pheno and the Cannabis Media Council. Each of those endeavors prove she’s not only entrepreneurial, but isn’t afraid to take that plunge into founding and owning agencies and businesses within our space.
We talked about why and how each of those were started, the challenges of marketing in the corporate cannabis world, and we get some inspiration from her to help close the gender gap in agency ownership.
It’s so inspiring to talk to women like Amy who just Own It … in more ways than one. Get ready to get inspired.
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Key Takeaways
EPISODE: Amy Deneson
1. Identify and Address Market Needs | 00:07:47
Amy Deneson founded Fino, her advertising agency for cannabinoid brands, because she identified a significant gap in the market while working in corporate cannabis. She realized there was a profound need for infrastructure and specialized marketing support within the burgeoning cannabis sector that didn't exist. By creating an agency tailored to these specific needs, she provided a holistic solution for brands navigating a complex, highly regulated industry.
2. Prioritize Self-Sovereignty and Autonomy in Business | 00:17:18
Amy emphasizes that founding her own ventures is driven by a desire for self-sovereignty. She values being self-directed and having ownership over her work, which allows her to build the projects and world she wants to experience. This approach provides autonomy, control, and a sense of responsibility for her success, contrasting with her experiences in traditional corporate structures where decisions might be subject to external factors.
3. Build a Collective Voice for Industry-Wide Change | 00:12:57
Recognizing the limitations of individual efforts, Amy co-founded the Cannabis Media Council to create a collective voice for the cannabis industry. This initiative aims to launch category-level campaigns, similar to "Got Milk?", to de-stigmatize and re-educate the public about cannabis. By pooling resources and aligning goals, the council works to elevate the entire industry, address misinformation, and advocate for legalization and responsible advertising guidelines.
4. Leverage Personal Strengths and Enjoyable Challenges | 00:35:02
Instead of simply following passions, Amy advises women to identify the "work" or "grind" they genuinely enjoy doing or find easier to tackle than others. She suggests focusing on the challenges one finds satisfying to solve because success and happiness in business often stem from effectively addressing these problems. This self-awareness helps entrepreneurs choose ventures where their inherent abilities align with the demands, making the hard work more sustainable and fulfilling.
5. Empower Women by Amplifying Stories and Providing Mutual Support | 00:20:44
Amy highlights the critical need for women to support each other through direct encouragement, mentorship, and amplification of their successes. She points out that existing power structures often resist change, making mutual support essential for women to gain confidence and ownership. By sharing stories and offering practical assistance, women can collectively challenge barriers and inspire more women to pursue leadership and ownership roles.
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