Becoming Legend
The Billion-Dollar Blueprint to Be a Whale in a Sea of Sharks
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- Pre-Order
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- Expected Mar 3, 2026
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- $13.99
Publisher Description
A young entrepreneur’s blueprint for taking the right risks, scaling to new heights, and building a legendary brand.
“I love it when my fellow rap comrades diversify their portfolio with books of information and knowledge.”—Snoop Dogg
Armed with only his hustle and an otherworldly instinct for marketing and branding, Berner, the co-founder and CEO of the world-conquering legal cannabis company Cookies, had the vision to see that cannabis was swiftly moving from the street corner to the corporate office and was able to make moves worthy of a chess grandmaster to launch the first dominant brand.
Berner has grown Cookies into a billion-dollar mainstream company with more than seventy stores across the country and the world, added a sought-after streetwear side-brand, and gained millions of fans eagerly awaiting his next move. While building Cookies into the empire it is today, Berner took notes from everywhere: a strong sense of identity from the best streetwear brands, frequent collaborations from the music industry, and rapid expansion from Silicon Valley.
In Becoming Legend, Berner pulls back the curtain on his incredible rise to success while bringing to light how he did it and how you can too, including:
• It Starts with a Vision: Potential is everywhere. Recognize opportunities and don’t be afraid to think big.
• Access Is Everything: Your network is your net worth. Learn how to leverage and increase your access to impactful people.
• Become Timeless: Creating an identity is crucial in brand-building, whether it be you or your logo.
• Put Your Fingerprints on Everything: If you let people speak for you or represent your vision, a great idea may never blossom.
• Never Be Afraid to Throw Back Whales: Learn to trust your gut. Not all money is good money.
Becoming Legend is the instruction manual for all aspiring entrepreneurs to not just get rich but leave a legacy.
PUBLISHERS WEEKLY
Berner, cofounder and CEO of the cannabis brand Cookies, debuts with an energetic business guide that recounts his rise from a high school dropout "hustling in the streets of San Francisco" to head of a successful global company. After getting a job at a medical cannabis dispensary at 19, he began to see marijuana as a product that helped people and offered community. Simultaneously making a name for himself as a rapper in the Bay Area, he noticed that weed and music went hand in hand and started selling pot to influential rappers and producers. When cannabis was legalized for recreational use in California, he already had a brand identity ready: Cookies, inspired by a strain he sold that tasted like Thin Mints. Framing cannabis as a once-in-a-generation opportunity, he explains how instinctive branding, cultural fluency, and sharp timing helped Cookies dominate a rapidly corporatizing sector. Structured around punchy principles—" ‘no' is code for ‘negotiate' "; "don't let blueprints blur your vision"—his advice favors intuition over formal business frameworks. Though he leans on slogans rather than sustained analysis, Berner's insistence on authenticity as a competitive advantage is persuasive. Fast-paced and unapologetic, this will resonate with entrepreneurs drawn to brand-building at the intersection of culture and commerce.
