The power of OKRs: how British Cannabis transformed efficiency
By making objectives and key results completely visible across the company, British Cannabis has propelled efficiency to new levels
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British Cannabis, the UK’s largest independently owned manufacturer and distributor of CBD and legal cannabis-derived products, has grown rapidly over the past eight years. With five CBD brands under its belt and operations spanning the UK, Portugal, and Asia, the company has had to navigate complex logistical, operational, and regulatory challenges. To maintain focus and efficiency across multiple business units, British Cannabis implemented Objectives and Key Results (OKRs) – a goal-setting framework that has significantly improved internal operations and strategic alignment.
Improving efficiency through OKRs
As a company operating across multiple sectors, including food supplements and medical cannabis, British Cannabis faced the challenge of allocating people and resources effectively. With various teams working on different projects, ensuring transparency and prioritisation was a difficult task.
The adoption of OKRs has revolutionised their approach. Unlike traditional goal-setting methods, OKRs are made completely public within the organisation, allowing every employee to see the priorities of different teams. This transparency has helped align cross-functional efforts, improved communication, and increased efficiency. Senior Operations Manager Tom Janiszewski notes that the visibility of key results has boosted staff morale, as teams now understand how their work contributes to the broader company mission. The seamless collaboration enabled by OKRs ensures that no department operates in isolation, leading to a more agile and responsive organisation.
Overcoming marketing challenges in a regulated industry
Beyond operational efficiency, British Cannabis has also faced significant marketing challenges. The legal restrictions around advertising cannabis-derived products in the UK mean that brands cannot claim medicinal benefits, even if their products have therapeutic potential. Unlike in the US, where medicinal cannabis advertising is more permissible, UK regulations are strict.
To navigate these constraints, British Cannabis took a strategic approach. Instead of marketing their products as medicinal, they incorporated additional ingredients that could be legally promoted for health benefits. This allowed them to highlight the efficacy of their products without violating advertising laws.
British Cannabis also made history by becoming the first company to air a cannabis-related advertisement on national TV. This achievement required meticulous planning and compliance with regulatory frameworks to ensure messaging remained within legal bounds. Additionally, they partnered with established medicine manufacturers to distribute a B2B newsletter. This innovative approach allowed them to share information about their medical product developments without breaching advertising laws.
Future-proofing through regulation compliance
A few years ago, the UK CBD industry underwent strict regulatory changes that disrupted many businesses. However, British Cannabis anticipated these changes and proactively adapted by keeping all production and manufacturing in-house. This forward-thinking decision allowed them to meet stringent regulatory requirements smoothly, securing the necessary approvals that positioned them as a trusted leader in the industry.
By leveraging OKRs for internal efficiency and strategically navigating complex marketing regulations, British Cannabis has not only sustained its growth but also set a benchmark for operational excellence in the cannabis industry. Their story is a testament to how structured goal-setting and creative problem-solving can help businesses thrive even in highly regulated markets.
