If you could start a new business right now, what would it be?
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If I could start a completely new business right now, I would build something around ownership, culture, and everyday necessity.
Over the years, I’ve learned that the strongest businesses aren’t always built around inventing something the world has never seen. Sometimes the opportunity is taking something people already use, need, or enjoy and creating a better experience around it.
That philosophy is part of what led me to 420 Fragrance. Fragrance already existed. Cannabis culture already existed. Luxury already existed. The opportunity was bringing those worlds together in a way that felt refined, authentic, and different.
So if I were starting again today, I would look for another industry where culture and commerce haven’t fully caught up with each other. I’d want something with recurring demand, room to build a recognizable brand, and the ability to grow beyond a single product or location.
Most importantly, I wouldn’t just ask, “What can I sell?”
I’d ask, “What can I build that people will remember?”
That distinction matters.
A product can generate a transaction. A strong business creates an experience. And a great brand can create a legacy.
— Christopher Dobson
Founder, 420 Fragrance
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