Uncorking A Story About Him: A Conversation with Mike Carlon
A Market Researcher’s Personal Take on Cannabis, Culture, and Change
Dr. C: Join me for an unedited interview with Mike Carlon, a seasoned market researcher with 25 years of experience working with major brands like Unilever, Pepsi, and American Express. In this conversation, Mike shares his personal journey with cannabis, reflecting on how it has impacted his perspective, both professionally and personally. Through his unique lens as a focus group moderator and storyteller, Mike provides thoughtful insights into the evolving role of cannabis in society, the challenges of stigma, and the stories that have shaped his understanding of this powerful plant.
Dr C: Can you share your thoughts on your brother’s cancer journey and whether you think cannabis could have played a role in his treatment or comfort?
My brother was a non-smoker, a clean eater, and exercised regularly. As such, a stage IV lung cancer diagnosis was the curveball of all curveballs. After a first-line immunotherapy stopped working to relieve his symptoms a little over a year into treatment, his doctors started with radiation and chemotherapy. That’s when his symptoms got bad. Really bad, almost like these traditional treatments kicked a hornet’s nest and the cancer responded by attacking back. His cough got worse, his pain intensified, and he had a very hard time breathing. I do believe that cannabis could have absolutely helped him become more comfortable, especially at the very end when opiates were used to manage his pain. My sister-in-law confirmed that she wished they’d explored cannabis to help with his symptoms and improve his quality of life.
Dr C: What kinds of stigma have you encountered regarding cannabis, both personally and professionally, and how have you addressed or challenged these perceptions?
I grew up squarely in the Nancy Reagan Just Say No era, which stigmatized all drug users as being evil. I was so scared of cannabis because it was, obviously, a gateway to harder drugs such as cocaine and heroin and clearly one puff was going to lead to me passing out in an alley with a needle in my arm. That was the culture I grew up in. I was honestly scared to death of cannabis because of all the messages that bombarded us in the 80s. Thinking about it as a therapeutic aid or as medicine would have be laughable in the 80s. I was a junior in college when I first tried it for myself and while I enjoyed the effects, it never became part of my life like alcohol did. If anything, those early experiences demystified it for me and made me more open to thinking about it in a non-demonizing way.
Dr C: Given your experience working with focus groups, how do you view the anecdotal evidence from individuals who use cannabis for medical purposes?
As states began to legalize cannabis for recreational use, I thought there would be a new business opportunity for me. I had done a lot of qualitative research for pharma companies and figured operators in the cannabis space would also need to do some classic marketing work around brand positioning, packaging, and in-store experience. I assumed (wrongly) that vertically integrated operators would be spending money on my services so I invested my own money in doing some research with adult medicinal and recreational users to bring these segments to life for clients. I walked away from that project (which I called The Grass Ceiling) with the realization that adding cannabis, in moderation, had improved quality of life for so many people who were suffering from anxiety, chronic pain, and depression. Additionally, I learned that these consumers once felt like I did about cannabis and were nervous when starting conversations with their healthcare providers about it or going to a recreational dispensary to shop. It made me realize how operators could do a better job at setting up their shopping environments to make them less intimidating, optimizing their web user experiences, and focusing on product education/myth busting. The problem I ran into was that operators had so much red tape to go through in order to get a license and open a dispensary that they didn’t want to spend the money (or time) investing in market research to help them sell a product that they felt sold itself. I get their point, but think they could really boost loyalty and basket ring by focusing more on the customer experience and product education.
Dr C: In your interviews with authors and experts, what have you learned about the professional and medical perspectives on alternative medicines or out-of-box thinking that you find most compelling?
The healthcare providers I have interviewed over the years have a range of opinions on the topic of alternative medicines. Some are conservative and don’t want to risk ruining their reputation saying the wrong thing. Others have told me they advise clients to take a really integrative approach to healthcare including western medicine (obviously), eastern medicine, and mental health. These are the ones who are more open to exploring the role cannabis can play as a treatment tool. That said, they are clear on a few things 1. To avoid smoking it due to the damage it can cause the lungs and 2. Microdose so that you aren’t doing it for the psychoactive effects but rather for the therapeutic effects (pain management, anxiety relief, etc.).
Dr C: How has your understanding of cannabis evolved through your work, and what insights have you gained from listening to personal stories shared in your focus groups?
I did a projective exercise with patients and asked them to find pictures that represented what their lives were like before cannabis as a treatment tool and contrasted them with pictures they identified that represented what their lives are like with cannabis as a treatment tool. It was eye opening to say the least. Cannabis literally changed their lives for the better, making them feel as if they have been given a second lease on life. Hearing these stories really helped me understand that those who use for medicinal use are not seeking a high—they simply want to feel normal again.
Dr C: What do you believe is the value of sharing personal anecdotes about systems (alternative medicine, mainstream medicine, other systems), and how can these stories influence public perception and policy?
Stories serve to not only educate, but help us connect to each other on a human scale. They help us build empathy. We can see each other in stories—and sharing stories helps others not feel alone. They help reduce fear, breakdown barriers, and give us permission to be vulnerable.
Dr C: Can you discuss any particular interviews or stories that have significantly impacted your view, related to cannabis or other alternative wellness strategies, and any potential benefits or drawbacks?
I interviewed a young graduate student who suffered from anxiety throughout his life. His father’s sudden passing sent him into a tailspin and he points directly to cannabis as something that helped save his life. He’d been suicidal and cannabis helped him feel better, without the negative side effects of anti-anxiety drugs and anti-depressants.
Bonus Question:
Dr C: Reflecting on your professional background and personal experiences, what advice would you give to someone hesitant about exploring cannabis due to societal stigma or lack of traditional medical endorsement?
Educate yourself on the facts about cannabis and how it works. Don’t be afraid to ask people in your social circle about whether or not they’ve explored cannabis as a therapeutic tool and ask how it has helped them. A typical cannabis user looks a lot more like you than you think. It’s not Jeff Spicoli falling out of a smoke filled van. The average cannabis user just may look like the person staring back at you in the mirror.
Check out more stories Mike has uncorked at www.uncorkingastory.com
Dr. C: Thank you, Mike, for sharing your experiences and perspectives on cannabis, storytelling, and its evolving place in society. Your insights offer a thoughtful look at the intersection of personal growth and professional expertise, providing valuable context for those navigating the complexities of cannabis.
To readers, if you have insights, wisdom, or personal experiences that you'd like to share, I encourage you to reach out! Feel free to leave a comment or message me directly—I’m always interested in hearing your stories. Your voices are invaluable in shaping these conversations, and I look forward to connecting with you.
Mike, along with thousands of others, has enjoyed my book, The Doctor-Approved Cannabis Handbook. If you want to be a Master Jedi of cannabis, or at least a Master Red-Eye, don’t be left behind:
Copies available: Amazon, Kindle Store, Personalized, Signed Copies, and at your local library