In recent years, the West Coast has been synonymous with the legal cannabis industry, but a new class of multi-state operators are rapidly scaling in emerging markets on the Midwest and East Coast. One of the most visible heavy hitters in the space is Jushi, an MSO with key operations in Pennsylvania, Illinois and Virginia. In this episode, company President and Co-founder Erich Mauff discusses how Jushi is making the right bets in the right markets, what it takes to scale sustainably in a volatile environment and why the company puts an onus on data-driven decisions.