Technological Transformation of Cannabis Industry

The Cannabis Industry at a Crossroads

The cannabis industry has come a long way from its underground roots. Over the past decade, we’ve witnessed a seismic shift as countries and states worldwide embrace legalization—whether for medicinal use, recreational enjoyment, or both. In fact, the global legal cannabis market was valued at over $22 billion in 2022 and is expected to surpass $60 billion by 2030. This explosive growth has created a gold rush atmosphere, attracting entrepreneurs, investors, and innovators eager to stake their claim.

But rapid expansion brings unique challenges. How do growers maintain quality while scaling up production? How can dispensaries ensure compliance amid a patchwork of regulations? And most importantly, how can businesses stand out in an increasingly crowded marketplace? The answer lies in technology. From seed to sale, cutting-edge solutions are transforming every corner of the cannabis sector, helping companies streamline operations, reduce costs, and deliver better products to consumers.

Technology as the Game-Changer

Think about it: precision agriculture tools now enable cultivators to monitor soil nutrients and humidity in real-time, optimizing yields while conserving resources. AI-powered analytics help dispensaries predict demand and manage inventory more efficiently. Even blockchain is making waves by improving transparency in the supply chain, ensuring product authenticity and regulatory compliance.

Here’s a quick snapshot of how tech is reshaping cannabis:

• Cultivation: Automated lighting, climate controls, and data-driven crop management
• Processing: Advanced extraction methods for purer, safer products
• Retail: E-commerce platforms, digital payment solutions, and loyalty apps
• Compliance: Seed-to-sale tracking and secure record-keeping

“The cannabis industry isn’t just growing—it’s evolving. And technology is the catalyst driving this evolution forward.”

In this article, we’ll dive deep into the technological revolution sweeping through cannabis. Whether you’re a grower, retailer, investor, or simply curious, you’ll discover how innovation is redefining the industry—and how you can harness these changes to stay ahead of the curve.

The Evolution of Cannabis Cultivation Through Technology

Imagine a cannabis farm where plants practically tell growers what they need — more water, less light, or a nutrient boost — all in real time. Thanks to precision agriculture and smart farming, this is no longer science fiction. Growers are leveraging cutting-edge tech like IoT sensors, drones, and AI to monitor everything from soil pH to leaf moisture. The result? An unprecedented level of control over the cultivation process that’s transforming cannabis from a labor-intensive crop into a data-driven science.

Precision Farming: The New Green Revolution

Today’s cannabis cultivators use an arsenal of smart tools to fine-tune every aspect of plant growth. IoT sensors buried in the soil or clipped onto plants continuously feed data on moisture, nutrient levels, and temperature. Drones equipped with multispectral cameras fly overhead, spotting early signs of disease or nutrient deficiencies invisible to the naked eye. AI algorithms then crunch this mountain of data, offering actionable insights — like when to irrigate or adjust nutrient mixes — to maximize yield and quality.

The benefits are hard to ignore:

• Higher yields: Precise monitoring leads to healthier plants and bigger harvests.
• Resource efficiency: Water and fertilizers are used only when and where needed, slashing waste.
• Consistent quality: Controlled environments reduce variability, producing uniform, high-potency buds batch after batch.

In fact, some growers have reported yield increases of up to 20% while cutting water usage nearly in half. That’s not just good for profits — it’s a win for sustainability, too.

Automation: Growing Smarter, Not Harder

Indoor and greenhouse cannabis operations are also embracing automation to streamline workflows. Automated lighting systems mimic the optimal sunlight spectrum and duration for each growth stage. Precision irrigation and fertigation systems deliver water and nutrients on a schedule or based on sensor feedback, ensuring plants get exactly what they need without human guesswork.

This shift toward automation doesn’t just boost plant health — it also impacts the bottom line. Labor costs, traditionally one of the biggest expenses in cultivation, drop significantly when machines handle repetitive tasks. Plus, automation makes it easier to scale operations. Whether you’re managing 100 or 10,000 plants, the same system can keep everything running smoothly with minimal human intervention.

Callout: “Automation frees growers to focus on what really matters — developing unique strains and perfecting quality, rather than watering and turning lights on and off.”

Genetic Engineering: The Next Frontier

Beyond growing smarter, cannabis companies are also reimagining the plant itself. Using tools like CRISPR gene editing, scientists can develop strains with tailor-made traits — think disease resistance, faster flowering, or enhanced cannabinoid profiles. Imagine a cultivar that’s naturally resistant to powdery mildew or one that produces sky-high levels of a rare cannabinoid like THCV.

Biotech firms are already experimenting with:

1. Disease-resistant genetics to reduce crop loss and pesticide use.
2. Custom cannabinoid profiles for targeted medical applications.
3. Faster-growing strains that shorten the cultivation cycle.

Of course, this brave new world raises important questions. How will regulators respond to genetically modified cannabis? Will consumers embrace or reject bioengineered strains? And what ethical boundaries should guide this work? It’s a complex puzzle, but one thing’s clear: biotech will play a pivotal role in the next wave of cannabis innovation.

The Takeaway: High-Tech, High-Quality Cannabis

Technology is rewriting the cannabis cultivation playbook. From drones and AI to automation and genetic engineering, growers now have powerful tools to boost yields, cut costs, and deliver consistent, top-shelf products. The smartest cultivators aren’t just adopting these technologies — they’re weaving them into every step of their process to stay competitive in an increasingly crowded market. If you’re in the cannabis space, embracing this technological transformation isn’t just an option — it’s a necessity to thrive in the green rush.

Streamlining Cannabis Processing and Manufacturing

When it comes to cannabis, the journey from plant to product is anything but simple. The real magic happens during processing and manufacturing, where raw flower transforms into potent oils, concentrates, edibles, and more. Technology is revolutionizing this stage, making it faster, safer, and more consistent than ever before. But how exactly? Let’s dig into the innovations reshaping cannabis processing—and what they mean for producers and consumers alike.

Extraction Tech: From Crude to Craft

Extraction is the heart of cannabis processing. Today’s producers rely on a mix of CO2, ethanol, and hydrocarbon extraction methods to pull cannabinoids and terpenes from the plant material. Each has its strengths:

• CO2 extraction is clean, non-toxic, and ideal for producing high-purity oils without residual solvents. It’s perfect for vape cartridges and tinctures.
• Ethanol extraction is fast, scalable, and cost-effective, making it popular for large-scale operations creating full-spectrum extracts.
• Hydrocarbon extraction (using butane or propane) excels at preserving delicate terpenes, producing flavorful concentrates like shatter or live resin.

What’s exciting is how these methods are evolving. Closed-loop systems now minimize solvent loss and contamination risk, while precision temperature and pressure controls allow operators to fine-tune purity and potency. The result? Safer, cleaner, and more potent cannabis products with fewer impurities—a win for everyone.

Smarter Testing: Purity You Can Trust

Quality control doesn’t end with extraction. Rigorous lab testing is crucial for detecting pesticides, heavy metals, microbial contaminants, and ensuring accurate cannabinoid profiles. But traditional testing can be slow and prone to human error. Enter the next wave of innovation.

AI-powered analytics and blockchain-backed lab records are transforming how companies handle compliance and transparency. Imagine a system where every batch’s test results are automatically logged on a tamper-proof blockchain ledger. Consumers can scan a QR code and instantly verify purity, potency, and safety—no more blind trust required.

“Transparency isn’t just a buzzword—it’s the bedrock of consumer confidence in cannabis.”

Not only does this build trust, but it also streamlines regulatory compliance. Automated alerts flag any deviations from safety standards, helping companies stay ahead of recalls and protect their reputations.

Packaging: Protecting Product and Brand

Once the product is ready, packaging becomes the frontline of quality assurance—and brand storytelling. The industry is moving beyond plain child-resistant jars into a new era of smart, sustainable packaging.

We’re seeing innovations like:

• Child-resistant designs that meet strict safety standards without frustrating adult consumers
• Sustainable materials such as biodegradable plastics or recycled glass, appealing to eco-conscious buyers
• Smart packaging with embedded NFC chips or QR codes that provide instant access to lab results, usage tips, or loyalty programs

These advances don’t just keep kids safe and reduce waste—they also extend shelf life by protecting products from light, air, and moisture. Plus, they help brands stand out in a crowded market by telling a compelling story right on the shelf.

The Takeaway: Tech-Driven Trust and Efficiency

At the end of the day, the technological transformation of cannabis processing is about more than shiny new machines. It’s about delivering safer, purer, more consistent products, faster and with less waste. From cutting-edge extraction methods to blockchain-secured lab results and eco-friendly packaging, these innovations help companies build consumer trust, meet strict regulations, and carve out their niche in a booming market.

If you’re in the cannabis game, now’s the time to invest in smarter processing tech. Not only will it streamline your operations, but it’ll also set you apart as a brand consumers can trust—batch after batch, product after product.

Enhancing Distribution, Retail, and Customer Experience

Walk into a modern cannabis dispensary or browse an online storefront, and you’ll quickly realize—it’s not just about the flower anymore. The industry’s rapid embrace of digital tools is transforming how products reach consumers, how businesses operate, and how brands build loyal communities. From e-commerce platforms to AI-driven marketing, technology is raising the bar for cannabis retail in ways that were unimaginable just a few years ago.

The Rise of E-Commerce and On-Demand Delivery

Gone are the days when cannabis consumers had to rely solely on brick-and-mortar shops. Today, sleek e-commerce websites and delivery apps like Eaze and Dutchie are making cannabis as easy to order as a pizza. This digital shift is expanding market reach dramatically—especially for customers in remote areas or those who prefer discretion and convenience. In California alone, online cannabis sales grew by over 20% in 2022, fueled by pandemic-driven demand and regulatory flexibility.

But selling cannabis online isn’t like selling sneakers. Businesses must navigate strict compliance hurdles, including:

• Age verification: Using third-party software to validate government-issued IDs before purchase.
• Geofencing: Ensuring sales only occur within legal jurisdictions.
• Delivery protocols: Verifying age again upon delivery and keeping meticulous transaction logs.

When done right, these safeguards build trust and keep regulators happy—while opening lucrative new sales channels.

Smarter Retail with POS and Inventory Systems

Behind the scenes, cannabis retailers are turning to sophisticated point-of-sale (POS) and inventory management systems tailored to the industry’s unique needs. Platforms like Flowhub and Treez do more than just ring up sales—they integrate real-time inventory tracking, automate compliance reporting, and generate granular sales analytics.

This kind of tech helps dispensaries:

• Reduce shrinkage: Real-time tracking flags discrepancies before they become costly losses.
• Optimize stock levels: Data-driven insights reveal which products are flying off the shelves—and which are gathering dust.
• Simplify audits: Automated reporting aligns with state seed-to-sale tracking, saving time and minimizing errors.

For example, a Colorado dispensary using advanced POS software cut inventory discrepancies by 30% in six months, freeing up cash flow and reducing compliance headaches. The takeaway? Investing in smart retail tech isn’t just about efficiency—it’s about survival in a hyper-competitive market.

Personalization and Data-Driven Customer Engagement

In a crowded space, how do you turn a casual buyer into a loyal fan? The answer lies in personalization powered by data analytics and AI. By analyzing purchase history, browsing behavior, and even social media engagement, cannabis brands can craft targeted promotions that resonate with individual consumers.

Imagine sending a push notification offering a discount on a customer’s favorite edible, just as they’re about to run out. Or launching a loyalty program that rewards frequent buyers with early access to new strains. These strategies aren’t just theory—they’re already driving results. Dispensaries leveraging AI-driven marketing have seen up to a 25% increase in repeat purchases, according to industry surveys.

Here’s how you can put this into action:

1. Collect data ethically: Use opt-in forms and loyalty sign-ups.
2. Segment audiences: Group customers by preferences, location, or purchase frequency.
3. Automate outreach: Use CRM tools to send personalized offers and educational content.
4. Measure & refine: Track which campaigns convert and adjust accordingly.

Building Community Through Content and Social Media

Of course, technology isn’t just about transactions—it’s also about connection. Savvy cannabis brands are using social platforms and educational content to demystify cannabis, reduce stigma, and build authentic communities. Instagram stories showcasing cultivation processes, YouTube tutorials on dosing, or blog posts about terpene profiles all help engage and inform consumers.

“In cannabis, education is marketing.”

That mantra rings true. By positioning themselves as trusted guides—not just sellers—brands foster loyalty and word-of-mouth buzz that money can’t buy. And with social media restrictions on paid ads, organic content becomes even more critical.

The Bottom Line

Whether it’s streamlined delivery, smarter inventory, personalized marketing, or community-building content, technology is rewriting the cannabis retail playbook. The businesses that harness these tools aren’t just selling more—they’re building stronger, more compliant, and more customer-centric operations. In an industry evolving at lightning speed, that edge can make all the difference.

Regulatory Compliance and Supply Chain Transparency

In cannabis, transparency isn’t just a nice-to-have — it’s a survival strategy. With patchwork regulations and high-stakes compliance demands, businesses are turning to cutting-edge technology to track every bud, batch, and bottle from seed to sale. This digital “paper trail” helps keep regulators happy, but it also builds consumer trust, reduces fraud, and streamlines operations. So, how exactly is the industry pulling this off?

Seed-to-Sale: The Power of Track-and-Trace Tech

Imagine a system so detailed it can tell you exactly which mother plant your vape cartridge originated from. That’s the promise of modern track-and-trace solutions. Using a combination of RFID tags, QR codes, and blockchain, cannabis companies can monitor their products through every stage:

• Cultivation: RFID chips track plants from clone to harvest
• Processing: QR codes link raw materials to finished goods
• Distribution: Blockchain logs every handoff, creating an immutable record
• Retail: Scannable codes verify product authenticity for consumers

One standout example? Colorado’s METRC (Marijuana Enforcement Tracking Reporting Compliance) system, which mandates RFID tagging for every plant and product. It’s helped the state drastically reduce black market diversion by making it nearly impossible to sneak untracked cannabis into the legal supply chain.

Authenticity, Security, and Privacy

These tools do more than just keep regulators off your back. They also protect your brand — and your customers. Counterfeit cannabis is a real threat, with knockoff edibles and vape carts flooding illicit markets. By embedding QR codes or blockchain-backed certificates, companies can give buyers instant verification that what’s in their hand is legit.

But with all this data flying around, security and privacy become critical. Sensitive information — from proprietary grow formulas to patient purchase histories — must be locked down tight. That means:

• Strong encryption for data in transit and at rest
• Access controls so only authorized personnel can view or edit records
• Compliance with privacy laws like HIPAA (for medical cannabis) or state-specific consumer protections

If you’re not investing in cybersecurity, you’re leaving the door wide open for breaches that could tank your reputation overnight.

Navigating Legal and Financial Minefields

Let’s face it: cannabis compliance is a moving target. What’s legal in one state might be a felony in another. And federal prohibition adds another layer of complexity, especially around banking. Most major banks still won’t touch cannabis money, forcing many businesses to operate in cash — a risky and inefficient approach.

That’s where fintech innovation is stepping in. Payment processors and financial platforms tailored to cannabis are helping companies:

• Accept digital payments without violating federal banking rules
• Automate tax calculations based on complex, multi-jurisdictional regulations
• Generate audit-ready reports to satisfy state regulators

Companies like Hypur and Green Check Verified are making compliant banking more accessible, reducing the industry’s reliance on cash and helping legitimize cannabis as a mainstream business sector.

The Federal Legalization Wild Card

Everyone’s wondering: what happens if — or when — cannabis is legalized federally? The impact on compliance and finance would be massive. Banks could openly serve cannabis clients without fear of federal penalties. Payment processing would become simpler, cheaper, and more secure. And a unified regulatory framework could replace today’s patchwork of conflicting state laws.

But until that day comes, the smartest cannabis operators will double down on transparency and compliance tech. It’s not just about avoiding fines or shutdowns. It’s about building a resilient, trustworthy brand in a market where reputation is everything.

Bottom line: Embrace technology now to stay compliant, protect your business, and prepare for a future where cannabis is fully mainstream. Because in this industry, the companies that can prove their legitimacy — from seed to sale — will be the ones who thrive.

Case Studies: Pioneers in Cannabis Tech Innovation

What happens when cutting-edge technology meets one of the world’s oldest cultivated plants? You get a wave of cannabis companies rewriting the rules with innovation. From seed to sale, industry pioneers are harnessing smart tools to boost efficiency, improve sustainability, and transform how customers experience cannabis. Let’s dig into some real-world examples of how savvy operators are leveraging tech to stay ahead—and what you can learn from their success.

Smart Farming: Cultivators Growing Greener and Smarter

Leading cannabis cultivators like Glass House Farms and Aurora Cannabis have embraced smart farming with gusto. They’re deploying IoT sensors, AI-driven climate controls, and automated irrigation systems to monitor everything from soil moisture to CO2 levels in real time. The result? More consistent yields, fewer wasted resources, and healthier plants. For instance, Glass House Farms reported a 20% increase in yield after switching to data-driven climate optimization, while slashing water usage by nearly 30%.

Even smaller growers are jumping on board, using drone imaging and machine learning to detect pests or nutrient deficiencies before they spiral out of control. The lesson here? Smart farming isn’t just about flashy gadgets—it’s about using data to grow better cannabis with fewer inputs, which means more profit and a lighter environmental footprint.

Extraction Labs: Precision and Purity Through Innovation

Extraction is where cannabis science meets art, and technology is raising the bar. Companies like MediPharm Labs and Precision Extraction Solutions have invested heavily in supercritical CO2 and hydrocarbon extraction systems, delivering cleaner, more potent concentrates. These setups allow for precise control over temperature and pressure, preserving delicate cannabinoids and terpenes that define product quality.

One standout example: MediPharm’s pharmaceutical-grade facility uses proprietary extraction tech combined with rigorous QA protocols, resulting in concentrates with over 99% purity. This not only meets strict regulatory standards but also reassures consumers about safety and consistency. The takeaway? Investing in advanced extraction pays off in higher-quality products—and in building trust with increasingly savvy customers.

Retail Reinvented: Digital Tools for a New Cannabis Consumer

Dispensaries aren’t just storefronts anymore—they’re tech hubs. Take Cookies, a fast-growing retail chain that’s transformed the in-store experience with interactive kiosks, personalized recommendations, and mobile ordering. Customers can browse detailed product info, check lab results, and even get AI-powered strain suggestions tailored to their preferences. This reduces wait times and boosts satisfaction.

Many retailers are also leveraging:

• Omnichannel sales platforms to unify e-commerce, in-store, and delivery
• Loyalty apps that reward repeat purchases with targeted perks
• Educational content via QR codes and augmented reality, helping customers make informed choices

The result? Higher conversion rates, increased basket sizes, and stronger brand loyalty. In a crowded market, these digital tools help retailers stand out—and keep customers coming back.

Lessons Learned: Innovation with Purpose

If there’s one thing these pioneers have taught us, it’s that tech alone isn’t a magic bullet. The real winners are those who integrate technology with a clear purpose—whether that’s growing greener, extracting purer, or serving customers better. Here are a few best practices inspired by industry leaders:

1. Start with data. Invest in analytics to understand where tech can have the biggest impact.
2. Focus on compliance and transparency. Use tools that simplify regulatory reporting and build consumer trust.
3. Prioritize sustainability. Efficiency gains shouldn’t come at the planet’s expense.
4. Keep the customer at the center. Whether through education or personalization, tech should enhance—not replace—the human touch.

“Innovation in cannabis isn’t about shiny gadgets—it’s about solving real problems better and faster,” as one cultivation CTO put it.

At the end of the day, the cannabis companies thriving amid rapid change are those willing to experiment, learn, and adapt. By weaving technology thoughtfully into every corner of their business, they’re not just surviving—they’re setting the pace for the entire industry.

Future Trends and Opportunities in Cannabis Technology

The cannabis industry is on the cusp of a technological revolution that’s transforming how companies grow, process, and sell their products. From AI-driven cultivation to eco-friendly packaging, the next wave of innovation isn’t just about keeping pace — it’s about setting the pace. If you want to stay ahead of the curve, now’s the time to understand where cannabis tech is headed and how you can leverage it to grow smarter, greener, and more globally connected.

AI, Machine Learning, and Predictive Analytics: The Smart Cannabis Business

Artificial intelligence and machine learning are no longer just buzzwords — they’re becoming the backbone of savvy cannabis operations. Imagine an AI system that analyzes thousands of data points — humidity, temperature, nutrient levels, plant health — and then tweaks your grow room conditions in real-time. Companies like Bloom Automation and Motorleaf are already using machine learning to optimize yields and reduce waste, saving growers thousands per harvest.

But it doesn’t stop at cultivation. Predictive analytics can forecast sales trends, helping dispensaries stock the right products at the right times. Want to know which strains will fly off the shelves next month? Or which edibles your customers crave during holidays? Smart algorithms crunch historical data, social media trends, and even weather patterns to deliver insights that boost profits and customer satisfaction. It’s like having a crystal ball — only backed by hard data.

Greener Tech: Sustainability as a Competitive Advantage

Sustainability isn’t just good karma — it’s good business. Cannabis cultivation is notoriously resource-intensive, but new technologies are helping growers shrink their environmental footprint. Solar panels and wind turbines are powering indoor farms, slashing energy bills while reducing carbon emissions. Closed-loop water recycling systems reclaim up to 90% of irrigation runoff, conserving a precious resource and cutting costs.

Packaging is another area ripe for disruption. Forward-thinking brands are ditching single-use plastics in favor of biodegradable hemp-based materials or recycled paper. For example, Sana Packaging has developed child-resistant, compostable containers made from reclaimed ocean plastic and hemp. Not only does this appeal to eco-conscious consumers, but it also helps companies meet increasingly strict environmental regulations.

Pro tip: Building sustainability into your brand story can set you apart in a crowded market — and future-proof your business against tightening green laws.

Going Global: Tech Transfer and Emerging Markets

As legalization spreads worldwide, cannabis technology is crossing borders faster than ever. Canadian companies are exporting cultivation expertise to Europe, while Israeli startups pioneer cannabis research that’s licensed globally. Emerging markets like Thailand, Colombia, and South Africa offer fertile ground — but each comes with its own regulatory maze.

Success here hinges on adapting tech solutions to local realities. For instance, low-cost, solar-powered grow systems make sense in sunny, developing regions where electricity is expensive or unreliable. Meanwhile, compliance software must be flexible enough to handle wildly different rules from country to country. The winners will be those who customize their tech — not just copy-paste it — for diverse markets.

Actionable Tips: How Cannabis Businesses Can Embrace Tech Today

Ready to future-proof your cannabis business? Here’s a simple roadmap to get started:

1. Assess your needs: Identify your biggest pain points — whether it’s inconsistent yields, inventory headaches, or high energy costs.
2. Research solutions: Look for proven technologies tailored to cannabis, like AI-driven grow platforms, eco-friendly packaging suppliers, or compliance management tools.
3. Start small and scale: Pilot one or two solutions in a controlled environment before rolling out company-wide.
4. Train your team: Invest in staff training so everyone’s on board and confident using new systems.
5. Measure and adapt: Track key metrics — yields, costs, customer satisfaction — and tweak your approach based on real results.

The cannabis industry’s future belongs to those who embrace innovation — not just for the sake of it, but to solve real problems, connect with consumers, and grow sustainably. Whether you’re a boutique grower or a multinational brand, weaving tech into your DNA can help you not only survive but thrive in the green revolution.

Conclusion: Embracing a High-Tech Future for Cannabis

The cannabis industry is no longer just about cultivation and retail — it’s a fast-evolving, tech-driven ecosystem. From AI-powered strain recommendations to blockchain-secured supply chains, technology is rewriting the rules of the game. We’re seeing smarter cultivation with precision sensors, automated trimming and packaging lines, and data-rich POS systems that boost efficiency and compliance. These innovations aren’t just flashy gadgets; they’re essential tools to stay competitive in a crowded, highly regulated market.

Why Innovation Matters Now More Than Ever

In an industry still fighting stigma and regulatory hurdles, innovation is your secret weapon. It helps you:

• Stay compliant with ever-changing laws through real-time tracking and reporting
• Build consumer trust by offering transparency and consistent quality
• Cut costs and boost margins with automation and data-driven insights
• Differentiate your brand with personalized experiences and sustainable practices

Take Cookies, for example — their tech-savvy approach with interactive kiosks and AI recommendations isn’t just cool; it’s driving real customer loyalty and sales growth. Or look at cultivators using IoT sensors to dial in perfect growing conditions, saving thousands on energy and water while improving yields.

The Time to Act Is Now

If you’re in cannabis, sitting still isn’t an option. The businesses thriving today are the ones investing in new tech, training their teams, and staying nimble. Don’t wait for regulations or competitors to force your hand — be proactive. Start small if you have to: upgrade your POS, automate inventory, or explore seed-to-sale software. Every step forward sharpens your edge.

Bottom line: Embracing technology isn’t just about keeping up — it’s about leading the charge into a smarter, safer, more profitable cannabis future.

The green revolution is here, powered by innovation. The question is, are you ready to grow with it?