EPISODE 3 WITH ANDY HONIG: TAKING RISKS AND BUILDING SUCCESS
- defyingtheoddspodc
- Feb 9
- 3 min read
Updated: Feb 27
MEET ANDY HONIG
Andy Honig is a tech executive turned small business owner who went from working in cybersecurity at the National Security Agency and Google to becoming a leading entrepreneur in Washington’s cannabis industry. He is the founder of Higher Leaf, which has grown to five locations and over 100 employees. His story is one of perseverance, strategic risk-taking, and breaking barriers in an emerging industry.
DEFYING THE ODDS: ANDY’S PERSPECTIVE
"Anything worth doing has challenges. You will hit roadblocks that make you feel like quitting. Defying the odds means resetting your mindset and saying, ‘I’m going to find a way through this, no matter what.’"
Key Insight: True success isn’t about avoiding obstacles—it’s about tackling them head-on, even when failure seems inevitable.
FROM TECH TO CANNABIS: AN UNEXPECTED JOURNEY
A SHIFT FROM CORPORATE TO ENTREPRENEURSHIP
Andy spent nearly two decades in cybersecurity, first working for the National Security Agency (NSA) and later spending a decade at Google in security. Despite his successful career, he saw an opportunity in the emerging cannabis industry and decided to take a calculated risk.
In 2012, Washington passed Initiative 502, legalizing recreational cannabis. Unlike most people, Andy read the fine print and realized retail licenses would be granted via lottery.
He had no retail experience, no background in cannabis, and had only tried marijuana once in college. But he saw the opportunity and jumped in anyway.
"I assumed thousands would apply. But when the Liquor Board added new hurdles, most people dropped out. I kept going. That made all the difference."
NAVIGATING REGULATORY HURDLES
✅ Step 1: Read the Law – Andy carefully studied the regulations and saw that location was key.
✅ Step 2: Find a Legal Location – Washington required cannabis stores to be 1,000 feet from schools, parks, and public facilities, making most properties ineligible.
✅ Step 3: Secure a Property Before the Competition – Andy made unsolicited offers to buy or lease properties, while most applicants failed to secure an address.
✅ Step 4: Outlast the Competition – Despite losing in the initial lottery, every higher-ranked applicant was disqualified for non-compliance. Andy, who followed every rule, won the license.
Lesson: The hardest part of an opportunity is often just showing up and doing the work others won’t.
EXPANDING FROM ONE STORE TO FIVE
Andy’s first store in Kirkland quickly became one of Washington’s highest-performing cannabis shops.
What started as one risky move turned into:
✔ $1M+ in private investments ✔ Five retail locations across Washington ✔ A team of over 100 employees ✔ A top 20 cannabis retailer in the state
"I never planned to open multiple stores. The second store came as an opportunity. The third and fourth were too good to pass up. The lesson? Sometimes, defying the odds means being flexible and saying ‘yes’ to the right opportunities."
KEY TAKEAWAYS FROM EPISODE 3
1. TREAT YOUR EMPLOYEES LIKE FAMILY
"People work harder when they feel valued. I go out of my way to support my team—whether it’s helping them get to work in a snowstorm, ensuring their safety, or creating a work culture that values their well-being."
2. YOUR NETWORK IS YOUR NET WORTH
"The people you surround yourself with determine your success. Choose partners you can trust, and treat them like family."
3. READ THE FINE PRINT—AND ACT ON IT
"Most people miss opportunities because they don’t read the details. The small print can be your biggest advantage."
4. EMBRACE THE HARD STUFF
"If it’s hard, that’s a good thing. It means fewer people will make it past that hurdle. Keep going."
5. PARTNERSHIPS CAN MAKE OR BREAK YOU
"The biggest reason small businesses fail isn’t competition—it’s partner disputes. Choose your team wisely."
6. NEVER STOP SHOWING UP
"Success isn’t about one big decision—it’s about consistently showing up, solving problems, and pushing forward."
WORK WITH ANDY HONIG
Andy is open to mentorship, business partnerships, and discussions about entrepreneurship and navigating complex industries.
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