Seth Yakatan

Raising & Selling 📈 $1B+ Raised 💰 22 Companies Sold 🤝

Are you struggling to communicate your vision to the capital gatekeepers?

Are you exploring selling your business but don’t know anything about:
✘ Due diligence
✘ Term sheets
✘ Earnouts

Friend, you're lucky you found me...

I'm Seth Yakatan.

I have 30-odd years experience as a corporate finance professional.

My specialties are:
💰 Raising money
🤝 Selling companies

And I’m f**king good at it.

I’ve raised over $1B and sold 22 businesses.

My career has mostly been supporting small-cap and major corporations seeking capital to grow, or
to find strategic acquirers.

Most of these companies are in: 
— biotech
— cannabis
— pharmaceuticals
— DTC consumer goods

I’ve been on boards, taken companies public, gone up against multinational corporations, raised from VC and PE funds.

All of it. 
Many times over.
Whatever your problem is, I’ve seen it before.

But let me level with you:

What I REALLY love is helping people to get to the finish line.

Talking to entrepreneurs excites me.

But in my experience, entrepreneurs are mostly s**t at raising capital and selling companies.

** They just don’t understand investors **

And that’s where I come in.

Together, we workshop: 
✔ Your pitch
✔ Your deck
✔ Your strategy 

And help you raise the capital to GROW and SELL your business.

If you need this help—and almost every business does—send me a DM.

Like, now.

Don't lose another potential investor or acquirer with the wrong pitch.

Seth ✌️

Co-Founder

Merchant Bank / Advisory / Family Office

Will there be ONLY ONE California distro left standing?

If that’s true, my money’s on NABIS.

Nabis just acquired assets from Humble Cannabis Solutions.

Distribution. 
Commerce systems. 
Compliance. 
Logistics.

Others chase vibes, Nabis keeps chasing leverage.


>> What’s Happening?

Nabis just picked up assets from Humble Cannabis Solutions.

No hype. Just more control over the infrastructure that moves cannabis.

And now they OWN California…


>> Why This Matters

Infrastructure wins in markets where margins are thin.

And A/R drives the leverage of brands and suppliers.

Owning distribution, commerce, and compliance creates LEVERAGE.


>> What Am I Watching?

Can KSS last?

How many brands realize too late that they don’t control their own destiny?

Whats next for Vince Ning and Jun S. Lee? 

No vibes. No hyperbole. No fanfare.

Just own the damn channel…

The WHOLE DAMN THING.

I LOVE it when someone proves me WRONG… particularly when it’s someone with such a unique and positive character.

Case in point… my main hermano Los Arias and the Green Horizons, you guys have CRUSHED IT.


>> What’s Happening?

A few years back I heard something I thought was crazy

Someone was running around trying to raise big money for a greenhouse in the desert of CA.

A green house? How much $$$?? WTF???

Wrote him off as crazy.

Well, Green Horizons has built one of the best facilities I have walked, PERIOD.

Clean, tighter than a tick, good flower, and serious PASSION…

Impressive, MOST impressive.


>> Why Is This Important?

Sometimes I’m puzzled by the industry and things which I see and hear…

It’s one thing to raise this money. It’s another to know how to use it AND execute…

Cultivation is really easy to do wrong, and very hard to do right…everything about what Los and Green Horizons has built is RIGHT.

And I could not be happier for Los and his whole squad.

Sometimes you just have to BELIVE.


>> What Am I Watching?

Will anyone else have the STONES to build more cultivation in CA?

How soon will this crew stand up facility #2?

Will Green Horizons change the view of CA and the desert?

They sure changed this Joshua Tree’s path…

Abrazos, Jefe…

"You can't fight the desert. You have to ride with it." ~ Louis L'Amour.


Los is an INSPIRING DUDE who just back on LinkedIn, give him a follow and keep up to date with their progress 📈

Am I Trending???

Well you know what I say:

Once is luck, twice is an anomaly…

Three times? Then you’ve got a trend, my friend.

I was highly privileged to be featured alongside the savvy Mitchell Osak in this excellent Forbes piece by Javier Hasse on cannabis M&A in 2026.

Superb reporting, AS ALWAYS Javier.

Essential reading for everyone trying to make moves in the industry this year.

Check it out: https://lnkd.in/gxNfAQ6W

Here’s an idea: why not just sell Hemp TCH Beverages till the last possible second

Eight brands including Cann, Drink DELTA, Wynk™, MAGIC CACTUS, Nectar, HOWDY and NOWADAYS are rolling out at Sprouts (WITH A BAN PENDING).

Yes. A national grocery store! Actual Hemp THC beverage! Next to groceries!


>> What’s Happening?

Sprouts just green lit the sale of THC drinks in stores.

First Target, NOW a mainstream grocer.

So while half the industry is still arguing about about regulation…

….Sprouts says: “Cool. We’ll take the money.”

>> Why Does This Matter?

This is something of a watershed moment for THC beverages.

Alcohol didn’t win because it was moral.

Nicotine didn’t win because it was healthy.

They won because they were available, familiar, and frictionless.

THC drinks just took a HUGE step in that direction.

>> What Am I Watching?

Which retailers will follow? (Because they WILL…)

Which of these eight brands win at grocery, and which dies trying?

How will regulators react now??


Fun fact: The market is moving faster than the rulebook.

Retail just signaled a big fat IDGAF for regulatory clarity.

You’re still debating whether THC beverages are “real”…

Congrats, you’re already two years behind.

No alternative text description for this image

Well...it happened: Wyld + Grön announced a definitive merger yesterday.

If you've been following me or listening to my BS, this is great news.

Why?

1. This represents a hallmark transaction for the industry and can foster a new era of M&A in the future

2. The combined company fully illustrates the importance of PLATFORMS driven by BRANDS

3. This represents the first national platform (and in ANT other industry this would be the basis of a Private Equity roll up deal/strategy)

4. It illustrates that there are companies (i) of scale, (ii) generating revenue and profit, (iii) that can find exits, (iv) that are Founder-led and (v) that can be stronger and grow together !!!

5. With this announcement and some form of Federal change on the horizon, 2026 could be our best year YET.

Congrats to all my friends at both companies on an AMAZING deal...

Aaron Morris and Christine Apple you should both be proud… and thank you both for showing the world what IS POSSIBLE!!!!

And if you know Draper Bender, then you know how and why this got done. Period.

Here is to the future for us all.

P.S. This video was recorded July 17, 2025 with Michael Krefman and Michael Peterson on From the Weeds to the Clouds

Even a broken clock is right twice a day....

Germany is officially importing TONS of lettuce.

The EU’s biggest single c@nnabis market is sprinting toward 600 metric tons of annual imports.


>> What's Happening?

Germany's medical cannabis imports have climbed quarter over quarter.

From 41 metric tons in early 2025 to 57 t in Q3 2025, crushing records.

German regulators even raised the annual import ceiling once the original quota was exhausted.

Prescription access is expanding and telemedicine is growing…the trajectory now looks like hundreds of tons annually…

>> Why Is This Important?

Germany is now Europe's largest regulated medical cannabis market and its explosive import growth is a global signal.

Deutschland’s policy reforms have created predictable patient access and a huge upstream opportunity for exporters and supply chain players.

At 600 tons of annual imports, that is global supply chain scale and a new benchmark for what "big cannabis" might look like outside North America.


>> What Am I Watching?

Can anyone in Europe actually grow weed at scale, or will the country remain dependent on imports long term?

How pricing, pharmacy networks, and telemedicine evolve and can a patient market can coexist with both social clubs + adult use.

Which countries and companies position themselves as primary exporters into Europe's hottest cannabis corridor?


Bottom line:

Europe's medical cannabis boom isn't theoretical anymore…

It is measurable, explosive, and reshaping global supply chains.

If you haven't been tracking Germany's trajectory closely, you're late.

Glad you all gave up because some of us just GOT STARTED.

Looks like 2026 is off to a terrible start…


>> What’s Happening?

Nothing at all, just go back to sleep

Cannabist’s VA footprint goes for $130M.

Wyld/Gron pops off.

Illicit does a landmark ESOP.

Sunderstorm grabs Lime.

Nabis grabs Humble.

Key takes Bellrock.

Canopy puts $150M on the balance sheet

But its only January, go back to sleep….


>> Why Does This Matter?

The strong are getting STRONGER.

Notice any similarities in any of these deals? (read any of my posts??)

I have profiled most of these companies as “working”.

And the others have big balance sheets.

THE CONSOLODATION will not be televised.


>> What Am I Watching?

Who and what is NEXT?

SUPER-BRAND V2 is coming. Count on it…

Can someone take control of California?

What am I missing??

First of 12 innings down.

The pitcher has not even warmed up and

Already its a Perfect GAME ….

In case you missed it 

Wyld and Grön was announced earlier this week...

Have to give props again to both teams on the absolute magnitude of this deal for the industry....I am still amazed by this one....

And do not forget why....and what else is possible and for who...

Jeeter - a DreamFields Brand
Timeless
Nova Farms
Standard Wellness
C3 Industries

Thank you Aaron Morris + Christine Apple for showing the WORLD what this industry CAN DO !!!!

Here is to the future for us all...
and never sleep on Draper Bender (might just be the best in the business) 

P.S. This video was recorded July 17, 2025 with the amazing squad of Michael Krefman and Michael Peterson on From the Weeds to the Clouds
(MORE PROGNOSTICATIONS FORTHCOMING.... )

I am never giving up on California...EVER...

Keep an eye on my friends at Embarc
Keeping it REAL FOR EVERYONE....

CA is still #1 and will be #1 for a while.

We ain't going nowhere...

Just training for the next 12 rounds....

Welcome to Las Vegas !!!!
Wait...did I see you there ?
Well if I did, maybe you made the edit...

Seibo Shen
Elliot Lane + IgniteIt Cannabis
Diana A. + First Citizens Bank
Salvatore (Sal) LaTorre
Aisha Alves + the squad from FlowerHire
My main man Frank Colombo,  CFA + Viridian Capital Advisors
The ever popular Jesse Parenti, TRA 
Marty Higgins
and the ever magnanimous Lisa Williams + Hello Again

Want to thank my good friends from Sweed for all the help !

When does a celebrity brand officially hit the skids?

When it turns into a $50M lawsuit.

Iron Mike Tyson and The Nature Boy Ric Flair just turned their brand in weed biz into federal lawsuit.

And the allegations are wild.


>> What’s Happening?

Tyson and Flair filed a 76-page RICO-heavy lawsuit against their former cannabis partners at Carma Holdings.

Accusations include all the good stuff: wire fraud, embezzlement, money laundering, extortion and securities fraud. 

And further accused management of siphoning off cash and company funds for private jets, yachts, home renovations, mortgages and lavish perks.

NY Post has the scoop if you want to read the details...

Tyson & Flair are seeking more than $50 million in damages.


>> Why This Matters?

RICO is typically reserved for organized fraud and systemic corruption not partner disputes.

Defendants are pushing back hard, calling the suit “fiction dressed up as a lawsuit.” 

Celebrity + cultural icons + weed business + alleged internal theft = BAD LOOK

As an industry we do NOT need further headline drama.


>> What Am I Watching?

Does this show anything about governance, IP control, and fiduciary accountability?

Or does it just becomes another in a long list of “bad-celebrity brand” tabloid footnotes?

Can RICO stick here?

Which is the next celebrity cannabis brand to go ass over tea kettle? 

Bottom line:

Celebrity cannabis brand launches make headlines.

Celebrity cannabis boardroom lawsuits makes worse headlines.

Can we just NOT do any more celebrity brands, PLEASE??

You think its easy to get a deal done?

Think again...

Getting any deal done is HARD:
— Senior Debt
— Equity
— M&A
— Partnerships

It's like walking a drunk person home in the snow.

You might slip and fall a few times before you get there..

You have to realize it is going to fall out of bed once or twice.

And you have to have people around you who know how to get it done....
AND CLOSE.

Appreciate my friends Louis Magazzu and  Rachel Wright, CPA, MST for the discussion and the crew from IgniteIt Cannabis for the platform....

Nothing makes me happier than seeing good people succeed.

Especially those who pulled me up with them on the path.

So it gives me GREAT pleasure to give a huge congratulations to my friend  Austin DeAngelis on his most recent feat with furl.


>> What’s Happening?

A few years back I got pulled into Eaze, one of the better experiences of my life.

Were it not for the software sales veteran boom-mic trio of Nick Fasano, Austin DeAngelis and Owen Ruh…

I would have been left out on Venice Boardwalk.

But they took me in as one of their own and I am eternally grateful for that.

Especially when you have to pivot to make moves in c@annabis.


>> Why is This Important?

Sometimes you hear people leave the industry and hope they land feet first…

Then you check it…

One of the guys who pulled me along at Eaze

Drops a presser about a $10M seed round for his new AI start up deal furl.

With gold plated investors Ten Eleven Ventures, Rapid7 CEO Corey Thomas and Open Opportunity Fund, furl seems like a BANGER.


>> What Am I Watching?

What do I know about AI? Well frankly nothing…

But I do now how hard it is to pivot industries.

I also know how hard it is to RASIE CAPITAL.

SO when you pivot and knock the ball out of the park….

I can only admire the achievement and offer my most sincere congratulations.

Austin, I’m betting on you and furl thats for sure.

And thank you for all the help you have given me.

‘Seth, how did you make it into Forbes AGAIN?’

Well dummy I worked my butt off and I picked the right partner. That’s how…

Last week, Forbes published a piece on cannabis M&A that I was quoted in — alongside Mitchell Osak, who is the most credible and consistently right analyst in Canadian cannabis consulting, full stop.

No hype. No BS. No capital-markets vocabulary tests. This article didn’t come out of thin air.

It was grounded in a long-form piece Mitchell and I debated, pressure-tested, and refined because the loudest narrative in cannabis right now (“M&A is dead”) is… well just lazy.


>> What’s Happening?

M&A narratives dominate headlines, but how?

Behind the curtain, consolidation IS happening.

Private deals, restructurings, recaps, and strategic repositioning is where the action is.


>> Why Does This Matter?

Public markets for the next big cannabis deal? Maybe…

The next wave of exits, value and consolidation will emerge through private channels.

M&A didn’t disappear. It just stopped showing up in places that make for easy screenshots.

Public markets are frozen and private markets are doing the real work.

And anyone still waiting for a headline-grabbing “tsunami” deal from a busted MSO balance sheet is watching the wrong screen.


>> What Am I Watching Next?

How private capital structures continue to adapt to cannabis realities?

Does MORE off-market consolidation accelerate?

Does federal clarity finally unlock the value trapped in state-legal operators?

If you care about where real deal flow lives, this Forbes piece will be a reference point for 2026.

If you’re an operator, investor, or board member still anchoring strategy to press releases instead of private deal flow… good luck.


Two final points:

The Forbes piece is worth your time

Mitchell’s perspective is worth following

And if you want the WHOLE 18 pages behind the article download it here:

https://lnkd.in/eBxsGE7H

Read it. Argue with it. But don’t ignore it.

It's not what they say when you are IN the room
It's ALL ABOUT what they say when you are NOT IN the room...

What happens when two rival founders stop competing and start collaborating? 

Ben Larson and AnnaRae Grabstein find out from Draper Bender, President of Grön, as he shares the unlikely beginning of his friendship with Aaron Morris, CEO of Wyld  the man he once viewed as a bold, untouchable industry persona. 

Remember this was a Founder-led deal, there were no bankers. It was a direct, operator-to-operator discussion and transaction. No financial engineering. Just aligned businesses with similar DNA: bootstrapped, profitable, and deeply operational to their cores...

I was not even close to this one. 
Love you Draper and Christine Apple
And Aaron Morris count on me sending more pictures of boxes....
XO

Props to AnnaRae Grabstein + Ben Larson for the LOVE
And get on High Spirits: The Cannabis Business Podcast
On Apple Podcast (apple.co/40e8I2T )
Spotify (spoti.fi/4iUKphY )
and YouTube (https://lnkd.in/g5CMxNAM)

Here's the latest speculation on Schedule 3…


A few weeks ago a Senator proposed a measure that would direct the AG of the USA to create a commission charged with making recommendations on a c@nnabis regulatory system….


That MODELS for what is currently in place for ALCOHOL….YUP.

>> What's Happening?

Sen. John Hickenlooper (D-CO) introduced the PREPARE Act.


This directs the U.S. Attorney General to establish a Federal Regulation of Cannabis Commission.

This will draft a regulatory framework for post-prohibition cannabis.


Safety standards, labeling, crop and trade practices, banking & revenue systems, and social equity impact.

The bill would effectively give the AG Trump's a formal job to coordinate federal cannabis policy and set rules before full legalization.

>> Why is this Important?

A commission BEFORE legalization is scary.

That's not helping us….that's pre-ordained federal architecture by committee, which seems to create MORE problems.

The industry deserves clarity on issues like taxation, banking, and ADA/FTC guidance.


Not MORE mechanisms based on bureaucracy.


>> What Am I Watching?

Does this commission actually draft binding regulatory standards or just recommendations that Congress can ignore?

Which stakeholders get a seat at the table?

Does this become the new pretext to delay real federal legalization until the next election cycle?

Commissions are easy press releases. Regulation is hard law.

Don't confuse politicking with legalization.

Contact your elected officials today…PLEASE.

Why was I so hyped on Beverage ???

I am a history major
I studied how Alcohol was rolled out over the last 80 years

Why ?

Normalized adoption and distribution...
And they MAKE MONEY
(and its the only thing that we have as an example)

and you know what...they make $$$$$

Thanks to Alex DeFazio and the The High Index for the spot

Everything early stage is HARD...
Next to impossible actually

I don't have a solution for early..

C@nnabis
Biotech
SaSS
AI
Retail
CPG/Beverage

All hard...

We just have 2 arms tied behind our backs on top of it all...

Grateful for the spot on From the Weeds to the Clouds
Michael Krefman + Michael Peterson

The Yellowhammer State might just GO GREEN!

Alabama’s Medical cannabis program might finally be real.

It only took four years….

>> What’s Happening?

Alabama regulators awarded dispensary licenses in a medical cannabis program that’s been legal since 2021 (yes really!).

IF this moves as planned, patients could FINALLY see actual dispensaries in 2026.

Legal on paper is becoming legal in practice…ROLL TIDE.

>> Why Does This Matter?

Because legislation without EXECUTION is theater.

Licenses without TIMELINES don’t help patients.

Delays don’t just stall access they burn capital AND credibility.

Alabama “legalized” medical cannabis years ago.

Patients got nothing….until now….we hope!


>> What Am I Watching?

Do lawsuits finally stop and licenses stick?

How fast will product actually reach shelves?

If regulators prioritize access over process?

Medical cannabis doesn’t work if it never shows up.

Let’s see if Alabama finally delivers in the Heart of Dixie!

New York has been on quite the journey since it passed adult use.

It’s gone from total rollout chaos to $2.5B in legal c@nnabis sales.

And A LOT more people are smoking it legally.

So… let’s talk about what that actually means (and what it doesn’t).


>> What Is Happening?

Empires adult-use market has now exceeded $2.5B in total sales since launch.

Licensed dispensaries doubled year-over-year to 556 statewide, with 200+ in the 5 boroughs.

Tax revenue from legal sales has now topped $360M for state and local governments.

On paper, that looks like success. Headlines love it.


>> Why Does This Matter?

New York’s market FINALLY is scaling, but I’m not throwing a parade, just yet…

Years of rollout chaos, lawsuits, enforcement whiplash, and illicit sales have given me PTSD.

It’s not a shock that revenue has arrived now that the legal doors have actually opened.

$2.5B SOUNDS huge till you think about years of demand being (and still being) served by bodegas, vans, and Telegram menus.

Being honest: gross sales ≠ healthy operators.

Margins, taxes, and compliance costs are tough and NYC ain’t even seen price compression…and capital starvation still eats most licensees alive.


>> What Am I Watching?

How many of those 500+ stores are still standing in 24 months?

Do taxes and enforcement finally get aligned enough to actually shrink the illicit market?

Who survives at retail when this STOPS being a land-grab and STARTS being the knife fight over price, rent, and cash flow.


New York didn’t prove cannabis “works.”

Cannabis demand was never the question.

The real test is whether this market can graduate from revenue headlines to durable, profitable businesses.

Evan Nierman

Founder & CEO, Red Banyan PR | Author of Top-Rated Newsletter on Communications Best Practices

I'm the Founder and CEO of Red Banyan, an international public relations and crisis management firm that exists to press the truth and deliver results. My team and I specialize in high-stakes PR, cancel culture response, litigation communications, and complex reputational challenges that require creative thinking, strategic clarity, and unshakable judgment.

For more than two decades, I’ve helped CEOs, public figures, law firms, and global brands navigate their most difficult moments. Whether it’s a viral controversy, a legal dispute, or a reputational crisis, I bring deep media experience and a relentless commitment to exceeding expectations.

I’m also the author of The Cancel Culture Curse and Crisis Averted, and I frequently appear on major news outlets like Fox News, CNN, BBC, and Newsmax to share insights on cancel culture, media strategy, and crisis communications.

🔹 Founder & CEO of Red Banyan
🔹 Author of The Cancel Culture Curse and Crisis Averted
🔹 Regular media commentator on PR and reputation issues
🔹 Trusted advisor to executives, attorneys, and public figures
🔹 Featured in Newsweek, PRWeek, The Washington Post, and Forbes

My mission is simple: help people and organizations tell their stories truthfully, strategically, and powerfully—especially when the stakes are highest.

📩 Learn more at www.redbanyan.com

Founder and CEO

Red Banyan Group is a strategic communications firm specializing in public relations, crisis management and marketing.  Red Banyan Group combines creative thinking, steady judgment shaped by experience and a relentless commitment to achieving results for its clients.  Red Banyan offers a wide array of services, including: media relations, crisis management, marketing, corporate communications, litigation support, social and digital media, copywriting and editing and media training.

Staying in a “good mood” isn’t the point.
Staying composed is.

In moments of pressure, leaders don’t earn trust by being upbeat.
They earn it by being steady.

When stress rises, people stop listening to explanations.

They start reading signals.

Your tone.

Your pace.

Your presence.

I’ve seen reputations damaged not by bad decisions
but by how pressure showed up in a leader’s voice.

Composure isn’t emotional detachment.

It’s emotional discipline.

It’s the ability to remain clear
when others are reacting.

That steadiness doesn’t just calm the room.

It restores credibility.

In a crisis, your emotional control becomes public leadership.

Follow for weekly insights on leadership, reputation, and crisis communication.

Kindness is often misunderstood in leadership.
Especially in moments of pressure.

In a crisis, many leaders believe strength means distance.

Control. Silence. Authority.

But the moments people remember most
are rarely the loud ones.

They remember who stayed human
when it was easier not to.

Over the years, I’ve watched reputations rise and fall under stress.

Not based on decisions alone
but on how those decisions were delivered.

Kindness is not softness.

It’s clarity without cruelty.

Accountability without humiliation.

Leadership without ego.

People do not expect perfection from leaders.

They expect fairness.

And long after the headlines fade,
what remains is how people felt working with you
when things were hard.

That memory outlasts any press cycle.

Leadership is not about being liked.

It is about being respected
even when the pressure is high.

Follow for weekly insights on leadership, reputation, and crisis communication.

Integrity is not measured when everything is calm.
It is measured when there is risk.

In a crisis, everyone claims to have values.

Very few actually demonstrate them.

Over years of working with leaders under pressure, a clear pattern emerges.

People with real integrity do not behave ideally.

They take responsibility when it is most costly.

This is what it looks like in practice:

They do not say what sounds best first.
They take ownership before they are forced to.
They do not trade truth for short-term peace.
They think in terms of long-term reputation, not today’s headline.
They protect people, even when it is unpopular.
They admit mistakes without drama or excuses.

These are not motivational traits.

They are reputational decisions.

The difference between a good leader and a trusted one
is not charisma.

It is behavior when there is no perfect option.

Integrity does not build image.

It determines whether image survives a crisis.

Follow for weekly insights on reputation, crisis PR, and leadership under pressure.

Many experienced entrepreneurs don’t stumble because they lack knowledge. They stumble because they rely too heavily on themselves.

As a company grows, a leader who doesn’t delegate,
doesn’t build a culture of trust,
and doesn’t surround themselves with people stronger than them
eventually becomes the constraint to growth.

True leadership doesn’t come from control.

It comes from self-awareness, trust, and the willingness to let others lead.

Experience doesn’t eliminate blind spots. It often hides them.

In this article, I share five leadership mistakes even seasoned entrepreneurs make

and how they quietly limit growth if left unaddressed.

Grateful to Entrepreneurs'​ Organization’ for the opportunity to explore this topic with their community.

The leaders who scale the furthest are the ones willing to examine what success can make easy to miss.

Read the full article here:

https://lnkd.in/gqD5W4HT

People won’t remember what happened.
They’ll remember how you handled it.

Years after a crisis ends, most people won't recall the details.

The timeline. The investigation findings. The resolution.

What they remember is simpler—and more powerful.

How you showed up.

Whether you seemed scared or steady.

If you told the truth or hid behind lawyers.

Whether you cared more about protecting yourself or doing what was right.

Here's what outlasts the crisis:

1.) Your tone.
Did you sound human or like a press release?
Did you show empathy or just manage liability?

2.) Your presence.

Did you show up when it was hard or disappear until it was safe?
Leaders who face the moment earn respect.
Leaders who vanish lose it permanently.

3.) Your honesty.
Did you own the mistake or spin it?

People can forgive failure. 
They don't forgive dishonesty.
One moment of raw accountability outlasts a dozen polished statements.

4.) Your composure.

Crisis reveals character.

If you panicked, people saw it. If you stayed calm, they felt it.

Composure doesn't mean hiding emotion. It means showing strength when everyone else is looking for it.

I've watched crises fade from headlines within weeks.

But the leaders who handled them well—or poorly—are still defined by those moments years later.

Because facts blur. Emotions stick.

People remember how you carried yourself when everything was falling apart.

Not what the official statement said.

Not what the settlement amount was.

But whether you showed up with integrity, empathy, and courage—or didn't.
The crisis will end.

What you do during it lasts forever.

What people think about you often matters more
than what you actually do.

This might sound surprising, but in reality, perception drives everything.

Your reputation isn't built just on the actions you take.

It's shaped by how the public perceives those actions.

In a world where information spreads faster than ever, perception is often reality.

So, why does your reputation matter more than anything else?

Because in business, trust is the foundation of everything.

From customers to partners, employees to investors, how people feel about your brand influences their decisions, loyalty, and engagement.

Here’s the truth:

When people trust you, they listen to your message, engage with your brand, and stand by you even when times are tough.

But when trust is broken, no amount of good work can fix it.

In a crisis, managing perception can mean the difference between a minor setback and a business-ending scandal.

Reputation is your most valuable asset because it directly impacts:

1.) Customer loyalty
2.) Brand perception
3.) Growth opportunities
4.) Crisis resilience
5.) Leadership influence

To build and protect your reputation, you have to be consistent, transparent, and always in tune with how your actions are perceived especially in moments when you’re under pressure.

When perception is managed well, it doesn’t just protect your business; it propels it forward.

Your reputation isn't just what you've done. 

It's what others believe you've done.

And that belief drives success.

In a crisis, people don’t hear facts first.
They feel.

It’s a critical lesson that many leaders realize too late.

In the heat of the moment, emotions are high. 

Explanations struggle to stick. 

Details blur, and timelines become difficult to follow.

Not because the truth doesn’t matter — but because people’s emotions are overpowering their ability to process information.

Emotion shapes attention. 

It creates the lens through which everything is viewed.

The most effective leaders know that facts alone won’t carry them through a crisis.

They recognize that addressing how people feel is just as important as providing the truth. 

They lead by creating an emotional foundation first, building trust and clarity before moving into the facts.

Here’s what that looks like in practice:

Acknowledge feelings. 
You can’t move forward until people feel heard.

Speak with clarity, not defensiveness. 
A calm, composed message sets the tone.

Give space before precision. 
Sometimes, presence matters more than perfect facts.

Empathy in these moments isn’t a sign of weakness.

It’s a strategic move that helps ground the conversation and brings people back to a place of understanding, even in the chaos.

In uncertain times, being heard can be just as powerful as being right.

Leading with empathy allows you to regain control of the narrative and build the trust needed to move forward.

Before you say anything publicly,
ask yourself one question:

"Would I say this if I knew it would be quoted out of context?"

Because it will be.

Every statement you make can be clipped, screenshotted, and reshared without the nuance you intended.

The careful explanation gets reduced to a soundbite.

The context disappears.

And what's left is whatever fits in a headline or a tweet.

Here's what this question forces you to consider:
Can this be misunderstood?

If your statement requires explanation to be accurate, it's vulnerable.

Simplify it. Clarify it. 

Make it stand on its own.

Does this sound defensive without the full context?

Tone matters more than intent.

If a single sentence sounds evasive or dismissive when isolated, rewrite it.
Would I stand by this if it were the only thing people remembered?

Your most quotable line will become your legacy from that moment.

Make sure it's one you can live with.

Am I saying this for me—or for them?

If your statement is about protecting your ego or winning an argument, it will backfire.

If it's about clarity, accountability, and truth, it will hold.

The best leaders assume every word will be taken out of context.

And they speak in a way that still holds up when it is.

Because you don't control how your words get used.

You only control whether they can survive on their own.

You can’t build credibility in the middle of an attack.
By then, the narrative has already chosen sides.

The internet has changed how reputations are attacked — and how they’re lost.

Today, you don’t need facts to win a narrative.

You need speed, volume, and emotion.

I’ve seen baseless claims turn into “truth” simply because they were repeated often enough, by enough people, in the right corners of the internet.

Once that happens, accuracy becomes secondary to belief.

That’s how bad actors win online.

A few hard realities leaders underestimate:

False narratives spread faster than the truth. 

Research consistently shows misinformation outperforms facts, especially when outrage is involved.

Debunking can backfire. 

Repeating a lie, even to correct it, often amplifies it further.

Belief drives damage. 

Once enough people accept a story, whether it’s true stops mattering. 

Reputations suffer anyway.

Online collectives magnify this effect.

Volume creates legitimacy. 

Repetition creates confidence.

And suddenly, a fringe claim feels mainstream.

The brands and leaders who fare best don’t wait for attacks to peak.

They build credibility early, communicate consistently, and understand that narrative control is proactive, not reactive.

In a digital environment that rewards outrage, the goal isn’t to win every argument.

It’s to make sure your truth is present, clear, and credible before misinformation fills the vacuum.

Because once a false story hardens, reversing it takes exponentially more effort.

And by then, the damage is already done.

The fastest way to lose control in a crisis
is to let others explain your silence.

In a crisis, social media is a weapon.

The question is: are you wielding it—or is it being used against you?

I've seen brands navigate crises brilliantly on social media.

And I've seen them implode because of one careless post.

The difference isn't luck.

It's strategy.

Social media moves fast. Too fast for most crisis teams to keep up.

But when used correctly, it can protect your reputation, control the narrative, and keep your audience engaged.

When used poorly, it amplifies the damage and gives critics ammunition.

Here's how to make social media work for you—not against you—during a crisis:

1. Stay silent if the source is unreliable.
Not every fire needs your attention.

Sometimes, responding to a baseless claim just gives it oxygen.

Ask yourself: Is this credible? 

Is it spreading? 

Does it require our response?

If the answer is no, let it pass.

Reacting to noise can turn nothing into something.

2. Share with care.

Every post during a crisis should be intentional.
Helpful. Relevant. Clear.

Before you post, ask: Could this be misunderstood? 

Could this make things worse?

Because once it's out there, you can't take it back.

And in a crisis, one poorly worded post can undo weeks of damage control.

3. Post with purpose.

Random updates create confusion.

Every message should align with your overall crisis communication strategy.
Ask: What does our audience need to know right now? How does this help clarify the situation?

If you can't answer that, don't post it.

4. Be human.

Corporate-speak kills trust during a crisis.

People want to know there's a real person—who cares—on the other side of the screen.

If someone criticizes you unfairly, don't get defensive.

Address it with empathy.

If the complaint is valid, own it and explain what you're doing to fix it.

Authenticity defuses tension. 

Deflection escalates it.

5. Monitor constantly.

You can't manage what you don't see.

Set up alerts. Track mentions. Watch for patterns.

If misinformation is spreading, you need to know immediately—before it becomes the dominant narrative.

6. Control your channels.

Don't rely on the media or third parties to tell your story.

Use your own platforms—your website, your social accounts, your spokespeople—to communicate directly.

Own the narrative. Don't let someone else shape it for you.

Social media in a crisis is high-risk, high-reward.

It can save you—or sink you.

The brands that survive are the ones that move fast, communicate clearly, and stay relentlessly strategic.

The ones that fail are the ones that react emotionally, post impulsively, or go silent when they should be present.

In crisis, social media doesn't give you time to think.

So you better have a plan before you need one.

A television interview can repair credibility — or permanently redefine it.



I’ve seen leaders accept TV appearances thinking the facts alone would carry them through. They rarely do.

Television amplifies everything — confidence, hesitation, emotion, and missteps — all at once.

Before agreeing to a televised interview, leaders should assess the risk as carefully as the reach.

And if the decision is yes, preparation becomes the strategy.

Here’s what consistently separates strong performances from damaging ones:

1. Preparation beats explanation.

Knowing the facts isn’t enough. You need to anticipate the pressure points and rehearse how you’ll handle them.

2. Visuals matter as much as language.

Tone, posture, and composure often communicate more than the words themselves — especially when clips travel far beyond the original broadcast.

3. Persuasion isn’t about critics.

The audience that matters most is undecided. Messaging should be built for them, not for detractors or loyal supporters.

4. Discipline prevents headlines.

One emotional reaction can overshadow everything else you say.

Handled well, a TV interview reinforces trust and authority.

Handled poorly, it becomes the crisis.

Media doesn’t reward improvisation under pressure.

It rewards clarity, discipline, and leaders who understand the stakes before the cameras turn on.

Brand strength today is measured by how quickly and clearly you respond when expectations change.

In my new piece for Fast Company, I share why responsiveness has become a defining trait of leadership and brand trust.

Read the full article here:

Open article: A new era defined by brand responsiveness by fastcompany.com

A new era defined by brand responsiveness

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