Whether you’re a grower, dispensary operator, or even an ancillary business, the biggest challenge faced by all cannabis entrepreneurs is how to differentiate themselves. There are countless entrepreneurs entering the space simply because of their personal appreciation, but if you are going into business, you have to do better than that. Nearly everyone with an eye on the industry knows the medicinal potential of this plant. But the key to success in the cannabis industry is to become a true expert. In order to become an expert, and establish your reputation as such, it is important to know the details of what you’re selling.

Growing Your Expertise

Beyond the basics of cannabis, how do you plan to differentiate your business from all the rest who are “passionate about the medicinal value of cannabis?” You begin to learn the details about cannabis, that’s how. There is more research now than ever, so before you do anything else, you’ll want to grow your knowledge. This will make your business not only more valuable to your customers but to investors as well. An excellent way to start learning about cannabis is to begin building your understanding of how the cannabinoids, terpenes, and flavonoids all work together — which is known as the “Entourage Effect.”

Understanding the Entourage Effect

The most famous cannabinoids in cannabis are THC and CBD, however, there are more than one hundred known cannabinoids. Each cannabinoid has its own unique function, which is why some companies isolate certain cannabinoids and infuse them into everything from gummies to drinks. But science is proving that cannabinoids work better when kept together. Plus, the effects of cannabinoids are complemented by each strain’s unique terpenes and flavonoids, which builds a more complete experience. Since cannabinoids are usually in the spotlight, let’s diversify your knowledge from your competition by breaking down the Entourage Effect with our focus on terpenes and flavonoids.


After the legalization of cannabis in many areas, terpenes are beginning to get the attention they deserve. Terpenes are responsible for giving plants, fruits, and flowers their unique smell and taste. They also have their own unique medicinal properties, including anti-viral and anti-inflammatory benefits. Terpenes also affect the human body’s chemical response, which is why some scents are calming and others are invigorating. Recall what it’s like to experience the scent of pine or the scent of lemons. These specific smells and however they affect you are thanks to the terpenes pinene and limonene.

The variety of cannabis strains contains a wealth of terpenes which contribute to the Entourage Effect. For example, pinene and limonene are amongst the dominant terpenes in marijuana strains labeled “sativa,” which are known for their invigorating, focused effects. However, it is important to keep in mind that research is still ongoing as to how terpenes influence and complement cannabinoids, as well as the overall effects and medicinal value of cannabis.


Along with terpenes, flavonoids are also found in fruits and vegetables. They are similar to terpenes in that they contribute to the flavor of cannabis, but they also contribute to the unique pigments of the plant. Flavonoids, being an antioxidant, also have their medicinal value, reducing blood pressure and having anti-inflammatory properties, among other possibilities.

To date, we understand that cannabis has twenty known flavonoids, most of which can be found in other fruits and vegetables. Flavonoids work alongside terpenes and cannabinoids to further refine the experience of the cannabis strain. Again, it is important to keep in mind that research is ongoing. There are countless cannabinoid, terpene, and flavonoid combinations that science must research to have a better understanding of how cannabis affects the body, and how it may possibly enhance one’s overall health.

The Most Important Detail in Cannabis

While there are so many who are attracted to the cannabis industry because of its growth potential, it is important to understand that this plant is more than an industry. It is the dawning of a new approach to overall wellness. Knowing the specifics of cannabis can not only differentiate you from your competition, it is what conveys your passion and makes your business personal.