Known as a real time connector, Krista Whitley is an established community leader who was a founding board member for the Conscious Capitalism Chapter of Las Vegas. Honored as a Woman to Watch by Vegas, Inc, Krista serves as the Women Grow Market Leader for Las Vegas and moderates the monthly Las Vegas Medical Marijuana Association Market Trends in Marijuana panel. An experienced business leader, Krista is a “un-stoner” who is dedicated to helping leaders and brands do what they do best.

What​ ​motivated​ ​and​ ​inspired​ ​you​ ​to​ ​start​ ​your​ ​own​ ​business?

I’m​ ​an​ ​award-winning​ ​serial​ ​entrepreneur, ​so​ ​Social​ ​Media​ ​Unicorn​ ​and Altitude​ ​Products​ ​aren’t​ ​my​ ​first​ ​businesses. ​​They​ ​were​ ​created​ ​because there​ ​was​ ​such​ ​a​ ​need​ ​in​ ​the​ ​early​ ​days​ ​of​ ​regulated​ ​medical​ ​marijuana​ ​for professional​ ​branding​ ​and​ ​advertising,​ ​but​ ​none​ ​of​ ​the​ ​big​ ​ad​ ​agencies would​ ​touch​ ​it.​ ​I​ ​wanted​ ​to​ ​pair​ ​my​ ​fast​ ​growth​ ​experience​ ​with​ ​what​ ​I​ ​saw as​ ​the​ ​fastest​ ​growth​ ​industry​ ​in​ ​America.

Tell​ ​us​ ​about​ ​your​ ​business.

Altitude​ ​Products​ ​is​ ​the​ ​umbrella​ ​for​ ​three​ ​businesses​ ​that​ ​I​ ​am​ ​the​ ​CEO and​ ​founder​ ​of. ​Social​ ​Media​ ​Unicorn​ ​is​ ​a​ ​thriving​ ​advertising​ ​agency working​ ​exclusively​ ​with​ ​the​ ​cannabis​ ​industry.​ ​Altitude​ ​Products​ ​has​ ​a licensing​ ​division,​ ​where​ ​we​ ​own​ ​the​ ​license​ ​for​ ​Caviar​ ​Gold​ ​and​ ​other brands​ ​in​ ​the​ ​state​ ​of​ ​Nevada.​ ​As​ ​well,​ ​we​ ​have​ ​our​ ​own​ ​products,​ ​that include​ ​wildly​ ​successful​ ​brands​ ​like​ ​The​ ​Weekend​ ​Box.

List​ ​awards/certifications/accomplishments.

• Over​ ​25​ ​fast​ ​growth​ ​entrepreneur​ ​awards
• Most​ ​recently,​ ​honored​ ​as​ ​a Woman​ ​To​ ​Watch​ ​by​ ​Vegas​ ​Inc
• Watched​ ​on​ ​three​ ​different​ ​reality​ ​TV shows;
• Women​ ​Grow​ ​Las​ ​Vegas​ ​Market​ ​Leader
• Las​ ​Vegas​ ​Medical Marijuana​ ​Association​ ​Market​ ​Trends​ ​in​ ​Marijuana​ ​Moderator;
• CLAB​ ​Social Chair​
• Chair​ ​of​ ​Launch​ ​Event

Where​ ​is​ ​your​ ​business​ ​based?

Las Vegas, NV.

What​ ​were​ ​the​ ​first​ ​few​ ​steps​ ​you​ ​took​ ​to​ ​get​ ​your​ ​business​ ​up​ ​and running?

I​ ​always​ ​start​ ​with​ ​the​ ​vision​ ​for​ ​what​ ​I​ ​want​ ​to​ ​create.​ ​When​ ​you​ ​know where​ ​you​ ​want​ ​to​ ​go,​ ​it​ ​makes​ ​it​ ​easier​ ​to​ ​architect​ ​how​ ​to​ ​get​ ​there.​ ​All​ ​of my​ ​businesses​ ​have​ ​been​ ​deeply​ ​personal.​ ​They​ ​each​ ​have​ ​a​ ​name​ ​or vision​ ​that​ ​is​ ​tied​ ​to​ ​my​ ​personal​ ​brand​ ​and​ ​core​ ​values.​ ​Knowing​ ​who​ ​you are​ ​makes​ ​knowing​ ​what​ ​you​ ​want​ ​to​ ​do​ ​or​ ​create​ ​that​ ​much​ ​easier.

What​ ​has​ ​been​ ​the​ ​most​ ​effective​ ​way​ ​of​ ​raising​ ​awareness​ ​of​ ​your business​ ​and​ ​getting​ ​new​ ​customers?

Relationships. ​Every​ ​business​ ​I​ ​have​ ​ever​ ​built​ ​was​ ​built​ ​on​ ​relationships. It​ ​doesn’t​ ​matter​ ​how​ ​big​ ​your​ ​city​ ​or​ ​how​ ​small​ ​your​ ​business, ​​you​ ​need other​ ​people​ ​to​ ​get​ ​where​ ​you​ ​want​ ​to​ ​go. ​I​ ​don’t​ ​“network”.​ ​In​ ​fact,​ ​I​ ​hate it.​ ​It​ ​feels​ ​dirty.​ ​I’d​ ​rather​ ​invest​ ​deeply​ ​in​ ​one​ ​passionate​ ​person​ ​than​ ​have 40​ ​merely​ ​interested.

What​ ​have​ ​been​ ​your​ ​biggest​ ​challenges​ ​so​ ​far?

Finding​ ​great​ ​people​ ​is​ ​always​ ​a​ ​challenge. ​It​ ​was​ ​the​ ​hardest​ ​thing​ ​for​ ​me to​ ​understand​ ​in​ ​the​ ​early​ ​days​ ​of​ ​entrepreneurship. ​Not​ ​everyone​ ​is​ ​meant to​ ​succeed​ ​and​ ​sometimes​ ​failing​ ​is​ ​the​ ​catalyst​ ​for​ ​them​ ​to​ ​get​ ​where​ ​they need​ ​to​ ​go.​ ​We’re​ ​all​ ​on​ ​our​ ​own​ ​journey,​ ​so​ ​when​ ​things​ ​come​ ​too​ ​easily for​ ​folks,​ ​they​ ​don’t​ ​appreciate​ ​them.​ ​I​ ​look​ ​for​ ​individuals​ ​with​ ​a​ ​strong sense​ ​of​ ​self-awareness​ ​who​ ​have​ ​failed.​ ​That​ ​tenacity​ ​is​ ​something​ ​that appeals​ ​to​ ​me.

How​ ​did​ ​you​ ​overcome​ ​these​ ​challenges?

Back​ ​to​ ​relationships; ​​I​ ​find​ ​my​ ​network​ ​of​ ​like​-minded​ ​leaders​ ​has​ ​helped me​ ​to​ ​discover​ ​really​ ​talented​ ​leaders​ ​who​ ​are​ ​poised​ ​for​ ​great​ ​opportunity. If​ ​I​ ​have​ ​to​ ​explain​ ​the​ ​opportunity​ ​to​ ​people, ​​they’re​ ​not​ ​the​ ​right​ ​people.

How​ ​do​ ​you​ ​keep​ ​motivated​ ​through​ ​difficult​ ​times?

My​ ​daughters. ​Bella​ ​is​ ​9, ​​Mia​ ​is​ ​8. ​​I​ ​exist​ ​to​ ​show​ ​them​ ​that​ ​it​ ​can​ ​be​ ​done. They​ ​are​ ​the​ ​change​ ​I​ ​wish​ ​to​ ​see​ ​in​ ​the​ ​world​ ​and​ ​picking​ ​myself​ ​back​ ​up, fighting​ ​against​ ​the​ ​odds, ​working​ ​through​ ​the​ ​struggle​ ​is​ ​pivotal​ ​to​ ​their belief​ ​that​ ​they,​ ​too,​ ​can​ ​grow​ ​up​ ​to​ ​get​ ​through​ ​any​ ​challenge​ ​life​ ​throws at​ ​them.

How​ ​do​ ​you​ ​distinguish​ ​yourself​ ​from​ ​your​ ​competitors?

A​ ​strong​ ​sense​ ​of​ ​individual​ ​and​ ​brand​ ​identity.​ ​Competition​ ​makes​ ​all​ ​of us​ ​better​ ​and​ ​for​ ​me,​ ​I​ ​can​ ​be​ ​in​ ​a​ ​room​ ​with​ ​100​ ​of​ ​my​ ​competitors,​ ​but you’ll​ ​either​ ​want​ ​what​ ​I’m​ ​selling​ ​or​ ​you​ ​won’t.​ ​I’m​ ​the​ ​only​ ​one​ ​in​ ​the room​ ​selling​ ​the​ ​magic​ ​that​ ​is​ ​my​ ​team​ ​and​ ​I.​ ​If​ ​you​ ​don’t​ ​appreciate​ ​the level​ ​of​ ​concierge​ ​service​ ​we​ ​provide,​ ​you​ ​won’t​ ​be​ ​a​ ​fit.​ ​That’s​ ​great because​ ​there​ ​is​ ​a​ ​room​ ​full​ ​of​ ​options.​ ​I​ ​never​ ​understood​ ​why​ ​people​ ​fear competition.

What​ ​is​ ​the​ ​best​ ​advice​ ​you​ ​have​ ​received​ ​recently?

The​ ​worst​ ​mistake​ ​that​ ​a​ ​business​ ​can​ ​make​ ​is​ ​not​ ​understanding​ ​clearly where​ ​they​ ​are. ​​It​ ​leads​ ​to​ ​business​ ​leaders​ ​who​ ​make​ ​decisions​ ​thinking that​ ​they​ ​are​ ​one​ ​place, ​when​ ​the​ ​reality​ ​is​ ​entirely​ ​different.​ ​I​ ​think​ ​this​ ​is how​ ​businesses​ ​end​ ​up​ ​in​ ​a​ ​ditch.​ ​Leaders​ ​who​ ​just​ ​thought​ ​everything was​ ​awesome,​ ​rather​ ​than​ ​having​ ​a​ ​clear​ ​understanding​ ​of​ ​the​ ​risks​ ​that are​ ​around​ ​the​ ​corner.

What​ ​advice​ ​would​ ​you​ ​give​ ​to​ ​other​ ​entrepreneurs?

Appreciate​ ​that​ ​you​ ​don’t​ ​know​ ​what​ ​you​ ​don’t​ ​know. ​​Surround​ ​yourself with​ ​experienced​ leaders​ ​who​ ​believe​ ​in​ ​you. ​​They​ ​will​ ​get​ ​you​ ​through those​ ​times​ ​when​ ​you​ ​didn’t​ ​even​ ​see​ ​a​ ​risk​ ​coming.

What​ ​are​ ​your​ ​favorite​ ​business​ ​tools/resources​ ​and​ ​why?

I​ ​worship​ ​at​ ​the​ ​churches​ ​of​ ​Google​ ​and​ ​Apple.​ ​Google​ ​because​ ​it​ ​is​ ​cheap and​ ​easy​ ​to​ ​collaborate.​ ​We​ ​don’t​ ​even​ ​buy​ ​Office​ ​anything.​ ​We​ ​just​ ​use Google​ ​docs​ ​and​ ​Gmail​ ​for​ ​everything.​ ​Apple​ ​because​ ​my​ ​phone​ ​talks​ ​to my​ ​iPad​ ​which​ ​talks​ ​to​ ​my​ ​laptop​ ​which​ ​talks​ ​to​ ​my​ ​iMac.​ ​The​ ​time​ ​saved alone​ ​is​ ​worth​ ​the​ ​investment.​ ​Invest​ ​in​ ​smart​ ​technology​ ​that​ ​makes​ ​your day​ ​more​ ​efficient.

What​ ​is​ ​a​ ​good​ ​article​ ​or​ ​book​ ​you​ ​have​ ​read​ ​recently?

I​ ​make​ ​a​ ​point​ ​every​ ​month​ ​to​ ​read​ ​“7​ ​Habits​ ​of​ ​Highly​ ​Effective​ ​People” because​ ​how​ ​the​ ​habits​ ​correlate​ ​to​ ​my​ ​life​ ​changes​ ​as​ ​I​ ​grow​ ​as​ ​a​ ​leader. Great​ ​leaders​ ​are​ ​constantly​ ​improving.​ ​You​ ​have​ ​to​ ​grow​ ​to​ ​keep​ ​up​ ​with your​ ​organization​ ​because​ ​your​ ​organization​ ​can​ ​only​ ​grow​ ​to​ ​your leadership​ ​ability.​ ​Eventually​ ​you​ ​may​ ​have​ ​to​ ​get​ ​out​ ​of​ ​your​ ​business’ way.

What​ ​are​ ​you​ ​currently​ ​learning​ ​about​ ​for​ ​your​ ​business​ ​or​ ​looking​ ​for​ ​help with?

Right​ ​now​ ​I​ ​am​ ​in​ ​the​ ​middle​ ​of​ ​studying​ “Hyper​ ​Sales​ ​Growth”​ ​by​ ​Jack Daly.​ ​I​ ​love​ ​that​ ​guy.​ ​If​ ​you’re​ ​a​ ​savvy​ ​sales​ ​person​ ​in​ ​California,​ ​Maine,​ ​or Massachusetts​ ​that​ ​wants​ ​to​ ​sell​ ​cannabis​ ​all​ ​day,​ ​every​ ​day,​ ​we​ ​should talk.

What​ ​are​ ​your​ ​goals​ ​for​ ​the​ ​next​ ​few​ ​months​ ​and​ ​how​ ​are​ ​you​ ​striving​ ​to achieve​ ​them?

We​ ​launch​ ​The​ ​Weekend​ ​Box​ ​into​ ​California​ ​November​ ​1st​ ​and​ ​a​ ​key component​ ​for​ ​me​ ​was​ ​growing​ ​our​ ​team​ ​with​ ​people​ ​I​ ​trusted​ ​to​ ​lead​ ​that expansion. ​I​ ​am​ ​thrilled​ ​to​ ​have​ ​added​ ​Catherine​ ​Goldberg​ ​and​ ​Doug Helfman​ ​to​ ​our​ ​team.​ ​They​ ​are​ ​determined​ ​to​ ​exceed​ ​all​ ​of​ ​our​ ​expectations.

What​ ​social​ ​media​ ​outlets​ ​do​ ​you​ ​use? ​​List​ ​them​ ​below.

Instagram @socialkrista
Twitter @SocialKrista
Facebook www.facebook.com/KristaWhitleyCastellarin
Facebook Group www.facebook.com/SocialMediaUnicorn
Website www.altitudeproducts.com