Mission and Vision

The mission & vision statements of the cannabis industry’s leading corporations are amazingly short-sighted.

I understand that capitalism works because it harnesses humankind’s selfish tendencies to the Greater Good. As Adam Smith wrote so eloquently in 1776:

“It is not from the benevolence of the butcher, the brewer, or the baker that we expect our dinner, but from their regard to their own interest. We address ourselves, not to their humanity but to their self-love, and never talk to them of our own necessities but of their advantages.”  — The Wealth of Nations (I.2.2)

Because of that, it is reasonable to expect a corporation’s mission & vision statements to selfishly favor the interests of that corporation’s shareholders and managers. That is especially true in corporations whose sales are laughably small compared to their valuations, meaning that they are more interested in attracting new investors than new customers.

Still, check out the selfishness of these corporate mission & vision statements (emphasis added):

VISION: Aphria’s vision is to be the best performing cannabis company globally, providing investors with access to the most accretive cannabis opportunities around the world.

MISSION: Led by our passion for customers and consumers, Aphria’s mission
is to be the premier global cannabis company through an unrelenting commitment to our people, product quality and innovation.

Cronos Group
VISION: Our goal is to establish the most valuable international cannabis community comprised of passionate, daring people, driven by quality and integrity, who are determined to write history, not read about it.

MISSION: We don’t strive to follow best practices; we aspire to set them by building industry leading companies that transform the perception of cannabis and responsibly elevate the consumer experience.

VISION: We are pioneering the future of medical cannabis research, cultivation, processing and distribution globally, and we intend to become a leader in the adult-use cannabis market in Canada once legalized. We aspire to lead, legitimize and define the future of our industry by building the world’s most trusted cannabis company.


The Organic Green Dutchman
VISION: To become the world’s largest organic cannabis enterprise.

MISSION: Making Life Better

GW Pharmaceuticals
VISION: To be the global leader in prescription cannabinoid medicines, developing and commercializing pharmaceutical products which address clear unmet needs.

MISSION: To develop novel cannabinoid therapies that have the potential to make a real difference to the lives of patients with rare and difficult to treat conditions.

See the pattern? Each of these companies is in it for themselves alone. Their corporate mission & vision statements shout “me, Me, ME!”

Compare the corporate mission & vision statements above to TCC’s, below:

Thai Cannabis Corporation
VISION: A sustainable global cannabis industry in which Thailand captures its fair share of the global cannabis industry’s profits, improves its GDP, enhances its employment opportunities, respects its environment, continues its tradition of innovation in cannabis through R&D and education, enables its manufacturers to penetrate new markets, and improves the lives of cannabis farmers in Thailand and beyond.

MISSION: To enable consumers to join us in “improving your world with the cannabis plant™ ” by purchasing only those cannabis products that most sustainably reduce poverty, respect the environment, and raise quality, at a respectable price.

TCC’s corporate mission & vision statements don’t talk about TCC because they are not about us.

  • Our vision is about the global cannabis industry, notably in Thailand. If we succeed in helping Thailand — and the world — create a truly sustainable cannabis industry, then TCC’s profits will be sustainable, too.
  • Our mission is about cannabis consumers (and, indirectly, the manufacturers who make consumer products using TCC’s cannabis ingredients). We’re just one link in the cannabis industry’s global supply chain. We need every other link to be strong, too, in order to out-compete the vertically-integrated cannabis multinationals.

In short, TCC aims to succeed by helping others, whereas the above-listed Big Cannabis firms aim to succeed by helping only themselves.

Hence TCC’s motto, which summarizes our vision and mission: Improving the world with the cannabis plant™.

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