New Kind is a call to create a just, diverse, sustainable cannabis industry. Most industries emerge from an organic, gradual process shepherded mostly by private entities. Legal cannabis is different. The industry opens by decree all at once; its structure is heavily influenced by extensive regulation; its own internal mores are embryonic; everything from production methods to marketing to compensation is still on the table, giving the public and cannabis insiders alike a unique opportunity to shape its development. The opportunity is extraordinary to provide a safe alternative to alcohol & pharmaceuticals, anything made from petroleum, trees or cotton. Destined to become the next global industry, cannabis should break the standard corporate mold to set an example for other industries.