Relief is not healing. That is the whole episode in three words. Becca Williams spent years as a television news reporter, producer and anchor, medicating through it, always feeling better for a while. The feelings kept coming back. Host Just J talks to her about what she calls the third wave of cannabis, and why the plant on its own does not do the work.

• Three waves, not two. Recreational, then medical, then intentional use inside a framework built for emotional processing.
• Cannabis is a nonspecific amplifier. It magnifies the state you are already in. If nothing is providing direction, it amplifies that too.
• Relief is transitory by design. Getting baked through the hard part feels better while it lasts because nothing was released.
• Healing conditions the nervous system. Becca’s claim is that a processed layer stays processed and does not need redoing.
• Talk therapy has a ceiling on trauma. Not a dismissal of therapy, a statement about what talking can reach.
• The macro-journey glow fades. A big psychedelic experience without an integration container leaves you where it found you.

• The three waves of cannabis
• Relief versus healing
• Why the container matters more than the plant
• The limits of talk therapy
• When the generational cycle stops
• People, ideas and sources mentioned
• Questions this episode answers
• Go deeper

Becca positions her work as a third wave. The first is recreational, including what she calls adult use. The second is medical, treating a specific ailment. The third is intentional and conscious use as a tool for emotional processing and trauma work.

The distinction is not branding. Each wave has a different measure of success. The first asks whether you enjoyed it. The second asks whether the symptom moved. The third asks whether the thing that caused the symptom is still there.

This is her defining framework and it is worth sitting with. Using cannabis as a palliative, checking out on the couch through the hard parts, gives you transitory relief. You feel better while it lasts. Then the emotions come back, because nothing was released. Only postponed.

Healing, in her account, is a different mechanism. It conditions the nervous system and creates new neural pathways, and it removes an emotional layer permanently. She tells her students that once a layer has been processed through the framework, they will not need to do that specific piece of work again.

She did not arrive at this theoretically. She medicated with cannabis through her television years and always felt better temporarily. The emotions always returned. That is a summary of her account in the episode rather than a quotation.

Becca does not endorse cannabis without a container. Her term for what the plant does is nonspecific amplifier: it intensifies whatever state you bring to it. Bring avoidance and you get amplified avoidance.

So the framework supplies the direction and the plant supplies the intensity. She trained for four years in Emotional Liberation, a system developed by a Kundalini yogi, and she is also a clinical nutritionist, which is why the physiological side of this gets as much attention as the emotional side.

• A defined intention set before the session, not during it.
• A method for proces...

A church elder who founded a cannabis company. Just Jay, known online as @MrGudwudz, spent thirteen years teaching middle school maths and science and two decades questioning the systems he was handed. He is the founder of Gudwudz, a handcrafted wooden smoking holder built to put ritual and intention back into smoking, and the author of Eternity in Real Time and The Point of Life.

• He describes himself as a systems builder. Religious, social, educational. The question he never stopped asking is whether a system serves the people inside it.
• The wide path and the narrow path, re-read. His reframe: walking arm in arm in the same direction is the wide path. Working it out alone with God is the narrow one.
• Gudwudz started in 2003 as a bamboo prototype. It debuted properly at the Cannabis Cup in Denver, in walnut.
• The experiential product trap. Demand comes from trying it. Getting enough people to try it requires demand you do not have yet.
• Every major platform except X bans cannabis-adjacent advertising. Which removes the obvious way out of that trap.
• An ADHD diagnosis at 48 is what brought him to cannabis for focus, and put doctrine and personal experience directly at odds.
• Legacy is ideas, not assets. Everything material can be taken away. He has watched it happen twice.

• The architect of your better self
• Church elder meets cannabis founder
• The Gudwudz problem: you have to try it to get it
• Twenty years to finish a book
• Legacy as ideas, not assets
• People, ideas and sources mentioned
• Questions this episode answers
• Go deeper

Jay opens with a deceptively plain self-description. He is a systems builder. What he means by it goes deeper than process design: he has spent his life examining the systems people are handed, religious traditions, social norms, family patterns, and asking whether they actually serve the people living inside them.

Growing up as a young Black boy in Mississippi, inside a church that told him the world was written off and he should stay safe, he started asking why. He is now thirteen years into teaching middle school maths and science and transitioning to full-time entrepreneurship. The question never stopped.

He came up with the Gudwudz concept in 2003. His late first wife pushed back hard. A church elder should not be helping people smoke better. After she died of breast cancer that became lung cancer, the woman who never smoked, he decided he was finished performing one version of himself for external approval.

His reframe of the wide-path and narrow-path scripture is the part of this episode people quote back. If you are all walking arm in arm in the same direction, that is the wide path. If you are alone with God working out your own salvation, that is the narrow one. It is a defence of individual spiritual journeys against religious groupthink, made from inside the church rather than from outside it.

An ADHD diagnosis at 48 is what brought him to cannabis for its focusing effect. Doctrine on one side, direct personal experience on the other, and no comfortable way to hold both.

Any founder with an experiential product will recognise this. Demand is generated by the experience. Generating the experience at scale requires demand...

Cannabis went from healers to big business in about thirty years, and somebody filmed the whole thing. Documentary maker Jeremy Norrie has been in cannabis activism since the dabbing tools were homemade. This episode of Unscripted Cannabis, brought to you by Discount Vape Pen, runs from hemp freedom activism through legalisation to what he calls the current regulatory collapse, then goes somewhere much stranger.

• Legalisation did not end the fight, it changed the venue. The tax wars and legal double standards came after the win, not before it.
• Cannabis and alcohol are not regulated on the same terms and the gap is not accidental.
• Localised law is the real complexity. Medical rights and recreational rights diverge county by county.
• Algorithms reward sensationalism, which is a structural problem for anyone making careful documentary work.
• AI is the next monetisation cliff. New creative range on one side, authenticity and morality questions on the other.
• He applies a journalist’s standard to extraordinary claims, including UFOs, spirits and consciousness. Open-minded, not credulous.

• From hemp freedom to regulatory collapse
• Tax wars and double standards
• Algorithms, monetisation and the black box
• AI, filmmaking and the moral questions
• The part about UFOs
• Chapters and timestamps
• People, ideas and sources mentioned
• Questions this episode answers
• Go deeper

Norrie’s activism predates the industry. He was involved early enough to have helped pioneer dabbing tools and to have produced award-winning Cannabis Cup entries. That gives his documentary work a spine most cannabis journalism does not have: he was there for the part nobody filmed.

The arc he traces goes medicinal use, then hemp advocacy, then legalisation, then the guardrails. His view is that the guardrails are where the damage is being done now.

The recurring critique is the distance between the legal framework and what actually happens under it. Legal operators carry a tax burden that unlicensed ones do not. Product mislabelling and industry opportunism run alongside enforcement aimed at the wrong targets.

The alcohol comparison does the most work. Two intoxicants, two completely different regulatory regimes, and the difference has more to do with history and lobbying than with harm.

For an independent filmmaker the distribution question is now the whole business question. Norrie is direct that platform algorithms are uncontrollable and that they reward sensationalism over quality, which shapes what gets made and not just what gets seen.

He also draws a parallel that is easy to miss: the tricks people use to game digital platforms and the loopholes people use to game cannabis regulation are the same behaviour in different clothes. Both are systems where the rules change faster than anyone can comply.

He is neither an evangelist nor a refusenik. AI gives creators range they did not have and raises questions about authenticity that the industry has not answered. The section on AI-generated entertainment and the future of streaming is speculative and he says so.

The harder point underneath it is about incentives. If sensational content i...

Cannabis cannot buy ads, so it has to be found. Brady Madden founded Evergreen SEO to work exclusively in a category where every mainstream paid channel is closed. Mack Lunn interviews him about what that constraint does to a marketing strategy.

• The paid-media ban is the strategy. When you cannot buy attention, organic search stops being one channel among several and becomes the channel.
• Brand recognition does the work paid media usually does. People search for the dispensary they already trust.
• Technical SEO matters more here than in most verticals, because the sites are often built fast on templates and never audited.
• State regulation fragments everything. What you can say, sell and rank for changes at the state line.
• Pick KPIs that survive a compliance review. Measurable success is what keeps a cannabis marketing budget alive.
• AI is changing how cannabis buyers search before it changes how agencies work.

• Marketing inside a paid-media ban
• Why brand recognition carries cannabis search
• The technical SEO gap
• State by state
• Measuring it so it survives
• People, ideas and sources mentioned
• Questions this episode answers
• Go deeper

Brady came out of general digital marketing and built an agency aimed at one industry. That is normally a positioning choice. Here it is closer to a technical specialisation, because the rules a cannabis operator works under have almost nothing in common with the rules anyone else works under.

No paid search. No paid social on any major platform. Restrictions on email and on what a landing page can even claim. Everything that is left is organic, local and reputational.

Brady puts weight on brand recognition, and in this category it is not soft. A person who already knows your dispensary searches for it by name, which is the one query no competitor can outbid you on and no algorithm change takes away.

That makes offline presence, community work and word of mouth into search inputs rather than separate activities.

He is clear about the role of technical work. Cannabis sites tend to get built quickly, often on a menu platform bolted onto a template, and then never audited. Crawlability, indexation and site structure problems accumulate quietly.

That is good news for an operator willing to fix them. In a category where competitors cannot outspend you, being the site that search engines can actually read is a durable advantage.

The last practical constraint is legal geography. What you may sell, ship, claim and advertise changes at the state line, and so does the search intent. A national playbook does not survive contact with this industry.

Brady pushes on KPIs, and in this context the reason is specific. Cannabis marketing budgets get questioned harder than most, so a programme that cannot show measurable outcomes gets cut first. Decide what counts as success before the campaign, not after it.

He also touches on AI and what it does to SEO practice. The short version from this conversation: the tooling is changing faster than the fundamentals are.