Ruben Lindo spent more than 20 years in the legacy cannabis market before a bounced check landed him in federal prison for 14 months. After getting out, Lindo briefly worked at a small construction start-up in upstate New York but in 2015 entered the cannabis industry as an advisor to an aspiring cannabis investor. Together, they founded CBD-focused Phoenix Nutraceuticals in 2018, and Lindo founded his THC-focused cultivation company, Black Mar Farms in 2019.   To make his cannabis companies successful, Lindo mined his own diverse business experience that includes launching his own businesses, working in the technology sector, construction management, and M&A sectors, as well as 10 years playing professional football. Lindo shares his insights on this episode of Seed to CEO, including:  -New businesses that go for “low-hanging” fruit cost less to launch and have a better chance of succeeding.  -When your business faces price pressure, focus on your best products  -Customer service is what gains traction with customers.  -How to partner with a caregiver to create a successful recreational business.  -How to identify and target a consumer segment and create brands that resonate with those consumers. Who is Ruben Lindo? Ruben Lindo is a serial entrepreneur, financier, and former professional football player who broke into the cannabis industry in 2015 as a consultant and then launched a national CBD company, Phoenix Nutraceuticals, in 2018. The following year, Lindo launched Blak Mar Farms, which today is present in three states and going for more. Lindo spent 10 years playing professional football and is a member of Athletes for Care, a cannabis advocacy group. He has also launched coffee and cigar companies, restaurants, tech companies, worked in construction management, and at nonprofits.