495 Vince Sanders

[00:00:00]

The Unexpected Journey Begins

Jeffrey Feldberg: Vince Sanders didn't set out to build one of the largest CBD companies in the world. He just wanted to save his uncle's life In 2014 with no experience in the cannabis space, Vince began experimenting with cannabinol as a last ditch attempt to ease his uncle's terminal cancer symptoms. What started as a personal mission quickly became a revolution.

That moment sparked the creation of CBD American Shaman, now a global wellness brand with over 300 locations and one of the most trusted names in the cannabinoid industry. But this story isn't just about success, it's about resilience, belief, and doing what no one else has the courage to do. Vince went from running paint and remodeling companies to fighting federal scrutiny, building scientific credibility, and leading a movement that changed legislations and lives.

He's an outspoken advocate for the healing power of hemp, a fierce protector of quality standards in a chaotic market, and a testament to what's possible when business [00:01:00] is rooted in compassion. This conversation goes far beyond C, B, D. It's about second chances. Shaking off doubt and choosing to bet on yourself when no one else will.

Deep Wealth Mastery Program

Jeffrey Feldberg: And before we start the episode, a quick word from our sponsor, Deep Wealth and the Deep Wealth Mastery Program. Here's Bill, a graduate, who says, the Deep Wealth Mastery Program has transformed the KPIs we're using to accelerate growth and profits.

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And I gotta tell you, as I hear these testimonials, this is exactly why I do what I do. My mission, the team's mission here at Deep Wealth, is to literally change the social fabric of society, one business owner at a time and one liquidity event at a time.

The Deep Wealth Mastery program, it's the only one based on a nine figure deal. And that deal, that was my deal. You know my story. I said no to a seven figure offer. I created a system that we now call Deep Wealth Mastery and that's exactly what helped myself and my business partners welcome from a different buyer, a different offer, a nine figure deal.

So if you're interested in growing your profits, preparing for a future liquidity event, Whether that's three years away or 33 years away, and if you want to optimize your post exit life, Deep Wealth Mastery is for you. 

[00:03:00] Please email success at deepwealth. com. Again, that's success, S U C C E S S at deepwealth. com. 

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Come on in and network with other business owners, with other businesses, just like you, because they all want to lock in their financial freedom and enjoy both success and fulfillment. Again, the 90 day Deep Wealth Mastery Program, it has your name on it. All you need to do is take the next step. Please send an email to success at deepwealth. com. 

Welcome Vince Sanders

Jeffrey Feldberg: Deep Wealth [00:04:00] Nation welcome to another episode of the Deep Wealth Podcast. Well, Deep Wealth Nation. We have a fascinating entrepreneur in the Health of Deep Wealth. Today we're gonna be talking about health, business, everything else in between, but Deep Wealth Nation. Let me ask you something. How are you or your loved ones feeling these days when you're getting outta bed?

Do you have that jump in your step or you're not feeling so well?

You have some pain? And if you said yes to those questions, chances are that pain on the physical side is likely going over onto the business side.

Well, we're a whole person. We wanna make sure that you're feeling the best you possibly can, and this is the episode for you.

But that said, Vince, I'm gonna put a plug in it right there. 

The Birth of CBD American Shaman

Jeffrey Feldberg: Welcome to the Deep Wealth Podcast. An absolute pleasure to have you with us. There's always a story behind the story. Vince, what's your story? What got you from where you were to where you are today?

Vince Sanders: The way CBD American Shaman started I've been entrepreneurial in a number of different businesses and manufactured products. However, the whole CBD American shaman was actually no intention of a business. It was simply to try to save a loved one. I had a uncle that was very close to me, more like a [00:05:00] big brother.

There was a 12 year age difference and he had smoked his whole life. He lost a lot of weight and looked real bad. We said, Hey you, gotta get to a doctor and see what's going on. Well, they quickly diagnosed him with four stage lung cancer and they were very honest with him. They said, hey, we're gonna do everything humanly possible, but you have to prepare yourself and your family that 90% of the people in your condition are gone within six months.

So that was not news I wanted to hear, and I was just set in my mind that, hey, I appreciate what the doctors are saying and based on the tools they have to work with, that may be the outcome. But I believe there's gotta be something out there that's not approved, that they don't have access to in some foreign country that I can get and get here in and bring it to the United States and, extend his life. Maybe not cure it, but extend his life and, another year or two years, who knows? And then hopefully there's some other breakthrough that comes along and extends it or eventually cures it. But regardless, after a few months of looking for the [00:06:00] non-approved drug somewhere out in the world, I wasn't finding anything.

And he was fading very quickly. Interestingly enough, when I was doing all my searches and going down rabbit holes on this, cannabis came up multiple times. But I was like, well, I understand for pain management and keeping his appetite up, while he's undergoing the chemo and things, I get it for his strength and all that, but I'm looking for something to actually, kill the cancer.

And then out of desperation, decided, well, let's click on this cannabis stuff. Very quickly, amazingly, I was introduced to CBD and there were studies at the time from Israel and some out of England and Spain that were actually on small cell lung cancer and with some real benefits from CBD.

And of course, I had no idea what CBD was. I knew what marijuana was and cannabis and that type of thing, but I realized that CBD, based on my research, was the main cannabinoid in hemp. I live in Missouri, Kansas City, [00:07:00] and Missouri for, a couple of centuries battled Kentucky year after year for the number one hemp producer.

So we still have a lot of wild hemp here and kids would call it ditch weed. It looks like marijuana does not act like marijuana if you smoke it. So I was like, this shouldn't be hard to get. And do some kind of crude extract. And that's literally what I did. I just started asking people, Hey look, I'm looking for ditch weed.

If it gets you high, I don't want it. And then I would explain why, and they would go, oh. Oh, okay. And I don't use the initial talks. I didn't expect anybody to actually come up with any but I did. Within a few weeks I had quite a bit. And I used that material with it just to grain, alcohol and a, and accrued extract, and we made, a tar like substance that we just filled empty syringes with, that he would just shoot in his mouth, literally probably every 15 minutes once he got used to it. And well, we saw with some, amazing things. the cancer started to disappear both in his [00:08:00] brain and his bones and then in his lungs. And it was looking after several months of him putting on body weight and looking like a different person and this cancer retreating, and the doctor is going, oh my gosh, you're gonna be a case study. Which we never shared with him what we were doing.

And to this day, I couldn't a hundred percent say, well, this was it. Maybe it was some combination of things they were doing or a combination of things with. The CBD or whatever else was in that extract at we were just ecstatic that he was looking like he was going to completely. Become cancer free. Every month would go to get a full body scan to see where, an MRI, to see where the cancers were, where they're growing, where they were treating. And he went. And as far as the cancer went, it was great as they had been for several months.

But unfortunately they had been giving chemo things. He had absolutely no immune system, and he picked up a staph infection while I was there. But he ended up dying of sepsis in a very short period of time. So it's a tragic story. However, I truly believe [00:09:00] that this CBD was what it was, and I'm like, Hey, you know this is something that can really help a lot of people.

I just kept tinkering with it for a couple years after his death. And in late 14, I, we, there was a farm bill passed that actually made it at least more legal, technically it was illegal while I was doing it, even though it wouldn't get you high. Any, product from cannabis was illegal.

But, I really didn't let that stop me. At 14 they passed a the first farm bill that allowed CBD products to be made as long as it was outta Kentucky, a program was related to the University of Kentucky. That brought it a long way. So then, we started having products that we could really work with and develop and then we found labs that could test it, and we really knew what we were doing.

Early 15. I was like, wow, okay. This is something I can start getting in people's hands. But yeah, I hadn't even remotely thought about it first. It was just a couple of years of RD figuring this [00:10:00] out just because, and then I'm like, well, how do I get this in people's hands? Do I hang out around cancer wards or what?

I mean, What do I do here? So I was, at the time, I had a e-liquid company, and we had a booth every year at a large show in Las Vegas called the SD Show. And I thought, there's a few million people attend this show. Why don't I just add some CBD products? And as I did, I, it was literally three weeks away.

This was the first week of February. The show is March 1st. I'm like, oh well. I gotta figure something out. So I call my graphic artist, I say, Hey, these are, couple products I'd like to make. And she's like. we're gonna make all this and actually make physical products and banners and tablecloths and all the stuff required for a show and, and have 'em there in three weeks.

She was like, Vince, you need to come right now. So I did. And we kicked around the look, the feel, what it was natural, it was earth, it was stoned, it was, buck skin. All these just different things that she's very good at capturing and [00:11:00] actually making something at, the things I pitch out of my head, she makes real.

And as it's over, she's well, that's okay. well, what's it called? And I literally had, because I'd never thought of it being a finished product, it just kinda all developed very quickly and finished at the end. I'm like, gosh, I don't know. I haven't even thought about it. And she was like, well, everything else with you is, is just, comes naturally.

What, comes natural? And I'm like, wow. I don't know. You know what? The only thing pops in my head right off is like Medicine Man. And she's like, that's good. Then I'm like, yeah, but if this thing works, that word medicine will probably hurt us with the FDA or something down the road. And she's like, well, what's another name for a medicine man?

And we're both across the desk thinking and I go A shaman and she just like lights up. Oh, I really like that. That has great feel to it. That is just really powerful. I'm like, okay, great. And she's like, at the time I was making e-liquid and most everything came out. [00:12:00] China still does come outta China for that matter.

And our big deal was, hey, CGMP made know what you're taking into your body, not from China. So she's like, well, American shaman, proudly made American. I'm like, yeah, absolutely that. There you go. But then as I'm about to leave, I'm like. Yeah, but what the heck is American sha, right? We gotta say what it is.

So I go put C, b, D on the front of that, and that's literally in that maybe five minute conversation, how the name was born and. We went to the show, it was very successful, but for not good reasons. No one, although we were explaining that this was a health and wellness product, everyone thought it was like a nudge, nudge wink, wink.

Oh, actually this was illegal marijuana. It'll get you high, but which wasn't the case. So reorders did not come. So it was back to the drawing board. And after, About two years we started to really hone in on who our market was. How do we educate them, how do they properly take these products?

[00:13:00] And we started having success and in vitamin stores and head shops and because you had people that were comfortable with cannabis and you could explain to 'em like, Hey, this is in addition to what you may smoke, but this is for health and wellness and, anxiety and stress and inflammation and all these other things that CBD can do, and it worked.

Then in late 16, we had our very first store start, and it was very successful. But it was in a unique place in Kansas City, in an ARC district that once a month and it was a big, mini Mardi Gras every first Friday. It was an opportunity to get a lot of people in the store.

So we just had an open bar and while there was hundreds of people literally standing in line to get their free drinks, we would educate 'em about CB, D, and it took off and worked incredibly well. And about four or five months after that, we had a second store and it, and a then later, a third. And, but these were all kind of very unique locations.

That I felt worked because they were in [00:14:00] unique locations with the right people. I didn't see a, a bigger master plan. And then we had a couple that had actually been traveling around the country doing county and state fairs selling the product and doing incredibly well with it that simply had got tired of nonstop travel.

And they had seen the success of these stores and they said, Hey, we wanna do a CBD store. And I'm like. Oh, nobody knows it any better than you guys. Why not? So they did. And that was in just an average mall, just a kind of a combination, blue collar, white collar spot nothing special, nothing at all.

And did extremely well with it. At that point, I realized, Hey, there's a model here. This can work everywhere. And that's when we decided to let's. Start figuring out how these stores work and how they should be run, and we'll open up a franchise. And that franchise took about a year to put together.

But in the meantime, we had opened about 45 stores with licensing agreements that once [00:15:00] we started doing in April of 18 is when we officially started. The vast majority signed over to the franchise and we moved forward it's been very successful. We had certainly, like all brick and mortar businesses, some bumps during COVID.

We had locations that couldn't open. We had locations that wouldn't open. it was for a number of reasons and, but we were ideally set up to make hand sanitizer. So we started making hand and environmental sanitizers that we could sell in the stores that not only brought people in 'cause there was a huge shortage, but it also in some venues kept them open because now it was a necessary business.

And, we muddled our way through it. Sales were wonky there for a couple of years, really. But we turned the corner and we're doing well now. We at the time due to COVID really, I never really had the desire to open a lot of corporate stores, but we acquired some of the stores of people that wanted out [00:16:00] and I think we at one time had 44 stores. We've shrunk that to 35 corporate stores now and that, the corporate store model actually works very well. So we're now building corporate stores out as, and have actually eased up on trying to franchise

Jeffrey Feldberg: Okay. Wow. My goodness Vince, so quite a bit there to unpack, let's go back a little bit and start going through some things in deep Deep Wealth Nation. Just before we get going. A few things. This is not medical advice, anything that we're talking about here. It's simply Vince and myself, two friends around a fireside chat.

Sharing some stories and some insights and as always, please check with your doctor or medical professional before you do anything. And so, Vince, let's take it to the beginning for the Deep Deep Wealth Nation. So you're talking about CBD here, and as you mentioned earlier, CBD, it's from the plant, but it's not something that will get you high.

There's actually a high medicinal basis around CBD. So from a very high level. 

The Science Behind CBD and Kratom

Jeffrey Feldberg: You started going through CBD and what it can do, but what do you really want us to know [00:17:00] about CBD? So walking away from here, I mean, we hear lots of things about the legalization of these kinds of things, but CBD really is in a league of its own.

So walk us through that.

Vince Sanders: It is. So CB, D is a, as far as. Space wellness, I think, is probably the best product you could take. You, it has about a 12 hour lifespan, so you would want to take it every morning and night. I, that's what I recommend. That's what we train in our stores. Best place to put, it's by your toothbrush.

Take it first thing in the morning. And if you brush your teeth before you go to bed, right before you go to bed. And that's roughly 12 hours for most people. And that keeps you, in homeostasis or balanced. Your body makes a natural CBD but like everything, as we age, you start to make less of it.

And this is a, good, replenishment if you will for that, and external cannabinoid. So. It works for a lot of things. It works as far as daily stress and, anxiety that comes with that when stress is left untreated. It's also amazing for inflammation as [00:18:00] we age.

You're, you start getting up slower because your, your knees have a lot of formation. They, you start getting arthritic and it hurts. And your elbows and your wrists and your fingers all, start to get sticky and c, b, d amazingly yeah, like no other product will help to not prevent and reverse it.

I, myself. Completely, Coincidental, I ran and worked out a lot for a large part of my life and consequently, I had damaged a lot of my joint. My knees hurt, my feet hurt. My ankles, my hands really hurt. I took tons of ibuprofen. And since started taking CBD for, 11, 12 years now, I've literally not had to take an ibuprofen and I used to buy the giant bottles at Walmart every month.

You, I just needed it, and obviously I'm older, so these conditions should be worse. And I'm, I, pain free. I. Very active. I have no, swelling, no pain in my hands. I can work. I have good dexterity. I get right up smoothly [00:19:00] from my chair. It really, as far as an overall life improvement have has been dramatic.

I don't know that there's anything you could take that would just make your overall life more balanced or better living.

Jeffrey Feldberg: And so, Vince, as you're talking about that, this may not be the best analogy, but I'll throw it out there anyways. I can have. The world's best supercar, and it's incredible that I'm driving it. I'm going long, but if I don't take it in and I change the oil and I have it tuned up, I'm gonna eventually start running into some problems.

And so from that perspective, not that we're necessarily looking to the CBD to be the end all and be all. But having something that can help me with my process, that can help me, perhaps the body naturally detox or heal or do other kinds of things with it, it sounds like this is what it's doing. So for aches and pains and joints and other kinds of things, I may be able to be proactive here as it comes on and perhaps put that off to the side and give the body what [00:20:00] it needs to get to a better place.

How am I doing with that?

Vince Sanders: Correct. No, that's very good. Very good analogy.

Jeffrey Feldberg: And in. So with that said though, so you're going down and you created your own special formulations. Before we continue on the health side of this, we're gonna get back to that in just a moment. 

Navigating the Competitive CBD Industry

Jeffrey Feldberg: Let's quickly switch to the business side because the two are really intertwined. The business, the health, the.

And this is, as you mentioned, an incredibly competitive industry. There are huge companies that are here, and when you got going, as you shared, this is really all the rage that was out there. Everybody was talking about this and how they're gonna get into the industry and make their gazillions and retire rich and everything else. And for a lot of people I know when I heard that, I said, okay, last place I wanna be is this industry maybe 10 years ago. So I could be here now and ready and today, but not coming in right now yet. You did the opposite. You heard all this and you jumped right in. So what was that like on the business side where you're up against some very established competitors and you're saying, ah, that's okay.

I'm gonna throw my hat in the ring.

Vince Sanders: Yeah. 

The Fight for Legalization and Regulation

Vince Sanders: Well, at the time the hip space was not that [00:21:00] established. We were, one of the pioneers there was just a handful of us really, that started myself, Charlotte's Web Elix and all Bluebird Botanicals. There was really just a very small group of us which actually got together.

Because we were fighting all kinds of legislation. that was our biggest fight. It was governmental things, trying to get rid of CBD it's oh my God, it's cannabis. And so we had to educate and lobby in different states to continue to sell our products. And then we started working on a federal strategy, and that's how the 2018 farm bill came to be was the hemp round table.

We all, got together and like, look, we may be competitors, but this not really at this point in time, right? The best thing we can do is work together or none of us are gonna exist. We're gonna get legislated out. So that's what we did. We formed the hemp round table and we put sensible guidelines in that, ways to do this.

We had a very good leader, Jonathan Miller that wrote the Farm bill. And we lobbed, lobb lobbied and it. Somehow a tiny group of us ended 90 years of cannabis [00:22:00] prohibition. It's hard to believe even at, as I sit here and say this that we did it, but we did. And now for a variety of reasons, we've had a very difficult time.

Of getting this farm bill redone. So it's supposed to redone every four years, so it should have been redone in 22. And because of a variety of political things where nobody can get together, it just keeps, can, keeps getting kicked every year. So here we are rolling into 26, 4 years past when it.

Should have been renewed and we're still operating on what was there in 2018. So it's hard to say what 2016 will look like. You have a lot of influence by large marijuana companies, multi-state operators or MSOs that would love to get outta of hemp. It's, it just.

Unfortunately, we live in times where people try to legislate their competition out of existence. So that's what they would like to see with this. But what reality is, is it's the hemp industry grows and we start to do intoxicating products like [00:23:00] THC from hemp and things. It's almost starting to look like this is really the way legalization probably makes more sense. Is that it, it comes. Organically from the hemp industry, from thousands of entrepreneurs, not a handful of large companies that just because of money and political connections have kinda locked down these states. I, believe I really do that the winds are in our favor and that. Full legalization will come from a group that actually started out with non intoxicating products.

It's crazy how things evolve and twist and change in an entrepreneurial world, it's kinda like sailing. As winds change, you reset your sails and as all of a sudden, although we're the guys that were behind the farm Bill. We never intentionally rode any kind of loopholes that would allow these products.

So as I said, I was a couple years late to the intoxicating, part of the, the plant and it just took off and it, you've got great products that are a fraction of the price that [00:24:00] are properly dosed or not too strong. Yeah. And again. We would love to see some regulations put in place and control.

You can't, there, definitely needs to be regulation and, but right now this industry has grown to, many tens of billions of dollars off of a loophole. We would like to see that loophole get. Fixed, if you will, not get codified into rules and regulations, but with rules and regulations, things can only be this strong or that strong.

they need third party CFAs and a lot of different things that they need to be in child safety packaging. They can't be in things that appeal to. Children, things that make sense should be sold in venues that are only 21. Plus. If you're used to handling alcohol, then there's absolutely no reason you can't handle cannabis, right?

It doesn't have to be this crazy, bureaucratic system where, you have guards with guns and you're checked in and out one at a time and this nonsense. This is a adult product for adults. Easily hable, if we can sell tobacco [00:25:00] and alcohol, we can sell intoxicated cannabis. it's ridiculous.

And but the hip space offers just that business model and it's amazing from an entrepreneurial perspective to see how far the industry has come. It, all, the innovation in cannabis has come from hemp, not the marijuana, the traditional space is just stuck in the same thing they were doing 30 years ago. 

Lessons from Vince's Entrepreneurial Journey

Jeffrey Feldberg: And so, Vince, if I'm hearing you on the business side, a couple big takeaways that you shared in Deep Nation. I hope you're listening to this because Vince, what I heard you say. So for starters, and I've been on the opposite side of this, Vince, I've gotten involved in business, not because I had a passion for it, not because I wanted to help other people.

I just wanted to help myself. I was chasing the money, not the passion, and it ended in disastrous results here. There was a different journey for you. It was with your uncle who was more like a brother for you, and you saw how there's some benefits, but you wanted to learn more and unfortunately, and again, my condolences for the passing of your uncle, but that opened you up and said, Hey.

Maybe with some more development. We can do some [00:26:00] incredible things here that I didn't know at the time, but if I can research this, I can do some things. I can find some other things. So you had a passion behind you. 

The Power of Grassroots Movements

Jeffrey Feldberg: You stumbled into a fairly big challenge that unfortunately too many people are facing, and you got behind that.

And then I also heard you share that it wasn't just, okay, I'm just gonna keep this to myself and in my circle. You started reaching out to others and you got a grassroots movement going and you became part of a core group of individuals who were able to sit down and put together a bill that got legalized.

And you're right at the heart and center of that, and you really, one of the pioneers, one of the founders in the industry to get that going. And it's another huge takeaway that comes along with, okay, I'm passionate about this. I'm not just gonna keep this with myself. I'm gonna be magnanimous, I'm gonna reach out to others in the industry.

Yes, they could be competitors. But maybe we can help each other and we can create more of a movement together, a bigger one than we could on our own. And lots of lessons in there. And so here we fast forward today. Here we are. So [00:27:00] let me ask you this. 

Combining Business and Health with CBD

Jeffrey Feldberg: This is now combining the business side with the health side because there's always gonna be outlier.

So when we look at. What some of your creations are doing with CBD on the health side of things. There's always gonna be people that are very ill, and it made an incredible difference on the one hand to maybe recreational on the other. But is there a Ritos law, an 80 20 principle? Hey Jeffrey, you know what?

20% of these issues here we find are 80% of where our products are being used, or 20% of our products are where 80% of most people are using them. And maybe we can focus it in on Vince. People like you and I, entrepreneurs, fast charging Type A, sadly, and we shouldn't be doing this, but too often we are burning the candle at both ends as the saying goes.

Yeah. Are there things that we should be considering here that can help us both on the personal side and on the business side? Our health is our first Wealth and something that, Hey, you know what? I'm no longer in pain, or, I've got my energy, I've got my focus back. I don't have that brain fog. Wow. I'm gonna put that into the business.

[00:28:00] What would you want us to know with CBD, American Shaman and some of your inventions and creations and these wonderful things that you've been doing? What do you think?

Vince Sanders: We live, especially as if we're talking specifically to an hard charging entrepreneur. We live in incredibly stressful lives, right? There's, yeah, I'm not, I'm preaching to the choir here, there are so many headwinds, so, capital, the, work people, advertising.

It goes on, on and on. It's limitless. I like to say, doing these type of businesses is like building a jigsaw puzzle and destroying it every night and rebuilding it or taking pieces out and having to refigure it every single day because the landscape's constantly changing and you're constantly figuring out.

How do we get here? How do we get there? What got us here won't get us there? And you're constantly adapting and constantly changing, and you're constantly fixing something that's gone wrong. It's, you've got a million balls in the air and if you don't have the ability to do that, you shouldn't be an entrepreneur and you're not gonna do well in that space.

[00:29:00] However, there's a a huge cost with that. There's a lot of stress and anxiety and sleepless nights that come along with it. So these products that we make, specifically these cannabis products are amazing for that. We have products that will give you. Far better sleep than a prescription you'll ever get.

And sleep is an enormous part of it, right? When you're well rested, your body is healed and your brain has, you've dreamt properly, and you starting with a nice, fresh day. It's a enormous difference. So, we have products that make you sleep tremendously. We have products that through the day will help with that stress level and those cortisol levels and keep your head right and focused.

So these are things that. For sure in, in a, particularly in a hard charging entrepreneurial group would be tremendously potent. And the people are drinking less and less alcohol as we, everyone knows the dangers and the harms of it. A lot of the people are preferring to use things like cannabis to unwind at the end of the night.

And when you have been charging hard for 12 plus [00:30:00] hours, it's hard to just go home and, and wind down and go to bed. So, yeah, right. I mean, a lot of people used to have their two or three drinks to do that. Now maybe they have a gummy or they have, a water soluble that they put in some water or some fruit juice or whatever, and they drink and they relax naturally that way.

And Relaxes them and allows them in an hour or so to unwind. Breathe a little bit, watch some news, whatever, read something and then go to bed. Comfortable and relaxed and sleep and if you still need help, then there's products to help you sleep as well. And then there's, if you don't want caffeine, we have things cannabinoids like C, b, G, that give you a tremendous energy that you know there, there's alternatives for all this.

CBN is great for sleep. CBG, great for energy. C, b, D great for balance. there's a host of these products that can put you where you want. And then, we have hemp drive, tea C if wanna really unwind in the evening, great. I have a five or 10 milligram gummy. It's not about getting, blasted and high.

It's about just unwinding [00:31:00] a nice ah, just relax a little bit. when you're carrying the weight of the world on your shoulders, oftentimes as an entrepreneur does, it's nice to remove that weight for a little bit so you can be human and relax and breathe and sleep and,

Jeffrey Feldberg: Sure. 

Vince Sanders: Be normal if, for lack of a better word.

Jeffrey Feldberg: And Vince, one of the things that you mentioned, sleep. And Sleep is the superpower, the most underrated superpower? It is free. All of us have it. We absolutely need it. I know we've had doctors and scientists on the podcast, come on and talk about that. And you're mentioning that as you're talking about that though, what's coming to mind and perhaps you can walk us through it.

The Importance of Quality and Sourcing

Jeffrey Feldberg: It really is buyer beware and when I say that. Not all products are created equal. And you alluded to this earlier, and we hear all kinds of horror stories of we don't know where the sourcing is from. Someone is taking something and wow, it's not a great ending. They're not feeling so well or they get sick.

So what should we be looking for? And specifically with what you're doing in your manufacturing [00:32:00] process and how you're sourcing, what would you want us to know about that?

Vince Sanders: At the source you're hemp, the ground that's grown in is heavy metals tested you and, you test for insecticides on the plant material.

you extract using ethanol and organic methods. You're constantly checking throughout the s to make sure there's nothing bad in there. And you're also checking to make sure. If I say there's 10 milligrams and there's 10 milligrams. It's not eight, it's not 12, it's 10.

these are things that are really complicated when you, start talking about, it's hard to visualize how small a milligram is, but it's, one, 1000th of a gram. So 10 milligrams is 10. 1000th of a gram in, say, a gummy or a tablet or what have you, or a liquid to, to accurately do that is not that easy.

So and we have a series of chemists and, and we have, uh. we're called HPLC machines which literally break the product down and vaporize it, and it can read that vapor and tell you what's in it and the percentage of what's in it. And we do that at every step of the [00:33:00] process. And every single batch and everything is date and batch coded.

For, if there was somewhere came out wrong at some point we were like, oh my gosh, there's X in here. We need to do a product recall. We could do so. these are. Not many people in our industry are at that level. UN unfortunately. We would like to see that, and those are the type of things we'd like to add to the next farm Bill whenever that day comes.

Jeffrey Feldberg: And so Deep Wealth Nation, we're going behind the scenes here in terms of the business where we're testing for heavy metals and other kinds of toxins that might be in there. Things we wouldn't even think about. Okay, where was this grown? Where we're sourcing it from? Let's make sure that what we're saying it is actually what it is.

And what I'm hearing you also say, Vince, is, hey, it's not all equal out there. Just because something has a label, it says something on, it doesn't necessarily mean that's what's in there.

It's really important that we get what we think we're getting, not more, not less. And I'm hearing you say this is something that you're doing. On your end in terms of the quality from the sourcing to the manufacturing, to the testing [00:34:00] afterwards to make sure that it's as clean and as accurate as possible.

Vince Sanders: Yep, that is exactly right. And that's what you would expect in anything that you were gonna consume into your body, right?

Jeffrey Feldberg: And so what's interesting here is you're saying, well, Jeffrey, we have things that can help with sleep, with relaxation. Instead of turning to alcohol for that buzz or that high, there's other kinds of things that will have you feel just as good without all the downsides that are there. As the science gets more behind this.

Best guess, Vince as we look out, dare I say, five years, 10 years from now. Where do you think we'll be with CBD and some of the science and the health benefits? Any thoughts on that?

The Future of Natural Medicine and AI

Vince Sanders: Well, it's not just cannabis. There are so many natural products, if you look at mankind around the world, every society, every culture has used plants as medicine. And when you address science, you start. Down that rabbit hole and going, okay, well what is the active in here? Why does this flower or this leaf, or what have you work for this?

And then you identify that, and then you start [00:35:00] figuring, okay, how do I bring this in quantity to a doable amount so that we can have consistent, dosages and levels of, and ways to ingest. And that is where I think the future of a large part of the future of healthcare will come from natural sources.

And I think with the developments of AI and things like that, it'll make it easier and easier to identify these things. when you're trying to find out what does what. As humans, oftentimes we figure out what works by figuring out what doesn't work. Oh, well, well let's look at this. Oh, well, that's not it.

Well, how about this? It takes a long time. But when you have something like AI that can actually just put it in a virtual world and analyze it and give you, 99%, this is what we're looking for, that's gonna dramatically speed these things up.

So I think you're, it's gonna be interesting 'cause I think you're going to see over the next five years a host of products that are vastly superior to what you could get as a prescription that are available right on your store shelf.

You can become your own, physician if you will. You'll have your healthcare [00:36:00] needs in your own hands. You can choose what products that you need and at what level. And I think those are the types of things that you know right now. If you deal with big farm and you, you deal with a pill. The prescription is the same for you, me and everybody else.

It's X number. They take this pill once a day, twice a day, whatever it is. When as you, you do these things, you realize that human beings are very unique and your body chemistry and my body chemistry and other people's body chemistry can be quite different. So it's impossible to do that. And the best way to do any of these things is to really start with micro doses.

Very small. You take it. How does that work? Okay, well take a little more and dial it in until it's like, yes. That's the result I was looking for and believe. Properly done, which I think it will, people like myself will make sure that this happens. You're gonna see some magic available to you in the very near future.

That again, are far superior to prescription drugs that you can, [00:37:00] that are affordable. You don't need healthcare insurance to be able to pay for it, and it's a dollar a day or what have you to take your, what you need. It's your choice. You can go select it, get it, do your own research and use it as you see fit or what works best for you.

Not just arbitrarily. Oh yeah. You're cog in a gear, you're the this is a one size fits all deal. It's nothing is. And now that said I think it's going to be incredibly hard moving forward from a political point of view. 'cause there's nobody with. More money or lobbying power than the big pharma.

And if we start digging into the revenues, which we will, there're probably gonna be some serious pushback. So, we'll see how that goes. We'll see if the power of the people wins over the power of the large corporations.

Jeffrey Feldberg: That definitely will be interesting. Always follow the money. Follow the money, and that's where things usually start, where they end with that. But what I'm hearing you say, and we've begun to hear a lot more about this in [00:38:00] the health community of everyone's biology is different. Just because something worked for you doesn't necessarily mean it's gonna work for me.

And it's the data point of one, which has always been the challenge. When we want to mass produce and get things out there, it's hard to do that. But I'm also hearing you say, with the advent of artificial intelligence, now you can start getting into the nooks and crannies that you could never do before.

You can start doing that at scale, and as more things are being found, we're now taking that to the marketplace. But if you go back for just a moment, Vince, what's amazing about this, when you think about this, we're really. Recently coming into this, but if you go back to some of the ancient civilizations that oftentimes in modern day society we look at as backwards or yeah, what do they know?

What could they possibly know? And here we are finding out literally thousands of

years later, they know a whole lot. They know a whole lot more than we ever did 

Vince Sanders: Yes. 

Jeffrey Feldberg: Focus on there for just a moment of what the ancients discovered way back when, and they've been appreciating that. We're only now beginning to [00:39:00] discover.

The Role of Psychedelics in Mental Health

Vince Sanders: That is correct, especially for mental health and psychedelics and that type of thing. Yeah, and what's interesting is virtually all cultures have used psychedelics. For since recorded time, whether it was in Europe or whether it was in Asia or the Americas or Africa, every culture had their own psychedelics.

Whether it was a mushroom or a tree bark or GTA mean from, moldy ripe bread. They. They all somehow figured this out and they learned that, wow, this is if you're depressed, if you're anxious, if you have what we would call PTSD now that these things do tremendous work for these things and we got too smart for our own good.

Heck, if it's not made, from in a. Lab out of some carbon atoms. How could that possibly be a real medicine? And,

We co-evolved with these things for millions of years. Obviously that's the medicine. This is what your receptors are meant. For, and it's opening our minds again, going, wait a [00:40:00] minute, actually, we had this figured out a long time ago.

We need to go back and figure that out. And, I'm deeply involved with a psychedelic called Ibogaine, which probably looks as we speak, at least the most powerful. Neurological fix you could possibly have, it is not as psychedelic as some things. It'll never be a quote party drug.

It's not enjoyable in any way, shape, or form, but if you have an addiction it's very close to a cure. If you have. PTSD or a host of other mental disorders. Again, it is very close to a cure, but a lot of other neurological ailments, like Parkinson's and things, it does amazing things for also, your brain is the only organ that doesn't heal.

If you damage a part of your brain, it's dead. Your brain may figure out how to rewire around it, but it's not the same. Post iboga treatment. It does something. We don't have the science to know what, but it turns that area back on [00:41:00] and begins to reheal. If I do a brain scan of someone with a traumatic brain injury, you'll just see a very dark area in that, with no energy going on.

You'll see lights and neurons firing in the rest of the brain. 90 days post iboga treatment. All of a sudden, that area that was dark, you'll see lights and neurons firing in there, which never would've been.

Jeffrey Feldberg: Yeah, it's absolutely incredible. With that, and Vince, as you're walking us through that, what you're reminding me of most people, it's so easy to overlook. Most people don't realize that the prescriptions that so many are taking with all the side effects and the cost and all the negativity that goes around with that.

It actually comes from nature. They're replicating the drugs off of what exactly what you're talking about off of nature the natural remedy. But they're patenting it, making it their own molecule so they can trademark it and all these other kinds of things to take it to market. But we're dealing with the source here in terms of what we're talking about.

Vince Sanders: That is true and I think that's another thing that, it'll be back to the entrepreneurs and to smaller groups because many things [00:42:00] that come from nature aren't patentable. 

So it, maybe I crack the code of what it is. But within 12 months, you figured out how to do it as well, and now we're competing.

And then quickly, three or four others, and now there's a half a dozen of us competing for this market share, which, you know what, for the consumer is great. Competition is great. It makes things more affordable and it makes each of us be on our A game. So our products are better in every way we figure out how to make 'em as inexpensively as possible and we have figure out how to make them as efficacious and good as possible so that competition is not bad.

I would actually go the other way. Be having something, a patent on something for dozens of years where nobody else can come near. It is really not what's best. For civilization for sure. It's great for lining pockets of somebody who's, who locks it down. But it's really not the answer.

And the other thing is it, to a certain degree, prevents more innovation because it's well, there's already a drug for that and yeah, but why can't we make a [00:43:00] better one? But it's just so expensive with all the human trials and things and that's what I like about these natural things.

we're not going through third stage human trials to prove it works, prove it's safe. Do your, basic animal studies prove that it's safe and go to market

And Right. And let people start using it and quickly, it doesn't take 10 years to do all these studies and get it in people's hands.

Know inside of, a year we can do what we need to do to do a filing and. Sure. Hey, this is a safe product and we're putting it on shelves and making it available to people to make their lives better.

Jeffrey Feldberg: it's exciting in terms of what's there. And before we start going into wrap up mode, as you look ahead next three to five years as a business, as someone who's at the center of the business that can really be solving some health challenges for so many people, best guess as to the areas that you're gonna be getting into.

Vince Sanders: Well, again, it'll be plants for sure. Definitely psychedelics. Ibogaine is already at the top of our list. We're, I'm currently funding the [00:44:00] very first phase one trial of Ibogaine. It'll be done at Mayo Clinic. I don't know how soon that'll happen within the next 12 months. So we're already pretty deep in that.

But we've also looked at, a lot of other psychedelics like mushrooms and LSD and things for more microdosing for, continued as in replacement of SSRIs and other antidepressants that, things that you would take on a daily basis that would take that away.

there's an enormous amount of mental health care that all really goes back to psychedelics. And then as far as pain management and things that, that's coming from several sources right now, we talked about early on coming from the Creon plant, we have these amazing extracts that are very potent that work for pain.

And as a interesting side effect are also great mood enhancers. We, we didn't know, but it turns out a lot of people are using it more for mood than pain. But there's a host of other plants that we are very far into as we speak, that, in [00:45:00] 2016, there'll be several different plants that we're launching products from.

things that seem to make people's lives better. Obviously health and wellness, things that are, that control, stress, pain, sleep, obviously mental conditions and mood enhancers. These are the things that. people are in most need of. And interestingly enough, our least apt to go to a physician for, less than 20% of the people for those type of disorders will over visit a physician.

So it, it's too much hassle. They don't ah, they won't get it right anyway. But if you have it right there in a store or online and you're properly educated, so you make your own decisions. Yeah, why not? I'll try. Yeah. Let me, lemme spend 40 bucks and pick some of this stuff up and try it and all of a sudden you've, oh my gosh, that dramatically improved my life.

And then you continued. To find out and dial it in exactly what you need and add other things to give yourself your best life. And what's amazing is how many of our customers come from [00:46:00] referrals. There's this amazing, empathetic thing that human beings have that, Hey, if this made my life better, I wanna share it with everybody.

I want to tell you, I wanna tell my mom, my sister, my cousin, my neighbor, my coworker like, Hey, I used to suffer from this and this is what I did. You should try it. So it, yeah. And the beautiful thing about that is this person has no dog in that fight. They're not being personally rewarded for sharing this information from you.

So you take it as very genuine and you're absolutely more apt to try it than even if a physician told you.

Jeffrey Feldberg: And Deep Wealth Nation as Vince is walking us through this really, Vince, what I'm hearing you say is. You've made it easy and effortless for people to, once they hop onto your site, to be able to get this. And more importantly, it's one thing to promise. It's another thing to deliver. Promises made, promises kept.

It is only natural. People want to shout from the top of the lungs. Hey, check this out. Try this and help me. I know it can help you. Because everyone wants to do business with friends, [00:47:00] not with strangers. And when we're getting those word of mouth referrals, that's the absolute best kind and the most effective kind.

But it only happens if we're delivering on what we're promising and you're really checking all the boxes with that. So Deep Wealth Nation, it doesn't matter if you're in a brand new category or you're in a really a very competitive category. Are you doing what Vince and his team have done? Making it easy to access and then delivering on what you're promising and being clear on what you're gonna promise and making sure that the people get those results because this is what happens.

You have that very fast growth, Vince, that you've experienced, and now you have the opportunity to affect and affect the future of how we're gonna be helping people because now you have that community, now you have the wherewithal to go into different areas, so incredibly exciting things. Lemme ask you this before we go into wrap up mode.

Is there a question or a topic, even a message or a theme that we haven't yet covered that you wanna share with Deep Deep Wealth Nation?

Empowering Personal Healthcare Choices

Vince Sanders: Well, I think we've covered it, but just to summarize it I, take your healthcare needs into your own hands. Be open-minded, do your research. Google's a great [00:48:00] tool, ai, as we've mentioned, jet G, PT T is a great tool. Use it. Educate yourself and don't be afraid to try new things, and don't be stuck on.

Well, this is what the doctor said. 'Cause there's tens of millions of people who aren't getting great results with quote what the doctor said. So, again, take healthcare in your own hands and I think you'll be a lot healthier and happier.

Jeffrey Feldberg: It's a great messaging, both nation and often what we're calling healthcare people have now begun to call sick care because as a country we spend the most of any other country on health, yet we are the least healthiest. So what's going on there? And just like for a business, would we let the fate of a business be in the hands of a stranger who knows nothing about the business?

Well, I think you should be doing this or that, or are we gonna take our business into our own hands? Same thing with our health. Health is our first Wealth. Then. Invest in your health, deportation. Take some time out, ask some questions, look into things for yourself. Just don't take it at face value that you can't do something, or this is the only way to go, or there's nothing else out there.

Vince, as you've been sharing with [00:49:00] us, oftentimes there's many choices. We just need to take the time to find out and see what's there, what's applicable, what may work, what doesn't work in terms of our health. So I think that's a great. 

Final Thoughts and Reflections

Jeffrey Feldberg: Message and actually a wonderful segue into wrap up mode, and it's a tradition here on the Deep Wealth Podcast, Vince, where I have the privilege, the honor for every guest to ask the same question.

It's a fun question. So Vince, lemme set this up for you. When you think of the movie Back to the Future, you have that magical DeLorean card that will take you to any point in time. So Vince, now imagine this tomorrow morning, you look outside your window. Not only is the DeLorean car curbside, the door is open and it's waiting for you to hop on in what you do.

You're now gonna go to any point in time. Perhaps it's when Vince, you're a young child or a teenager, what, whatever point in time it would be, what would you tell your younger self in terms of life lessons or life wisdom or, Hey Vince, do this, but don't do that. What would it sound like?

Vince Sanders: If it was boiled down to one single thing, it would be, Hey man, don't sweat the small stuff. You're gonna have a million things. Just focus on these big things [00:50:00] that all this small stuff works its way out, don't even pay attention to it.

Jeffrey Feldberg: Yeah, some. So much great advice there and he gave us a few nuggets, Vince, from help enough people get what they want. Eventually you'll get what you want. And my goodness, if that's not the anthem for all entrepreneurs worldwide, then I don't know what is. And then all the way through to, hey, focus on the big picture, don't sweat the small stuff.

Some great advice there. And let me ask you this then. Someone in the deep, both nation, they have a question for you and the team. They wanna speak with you. They wanna perhaps even pick some things up. Who knows, maybe even get your products out there or use it for themselves. Where would be the best place online to reach you?

Vince Sanders: Sure. Well, our website is CBD, cowboy Dog American Shaman, S-H-A-M-A n.com. It's a good website. All the products are there. We educate as much as we can possibly do within FDA guidelines.

Jeffrey Feldberg: Terrific. Oh, and Deepp Nation, I got terrific news for you. It doesn't get any easier. It's a point and click. It's all in the show notes. It's all there for you. Well, Vince, it's official. [00:51:00] It's a wrap. Congratulations, and as we love to say here at Deep Wealth, may you continue to thrive and prosper while you remain healthy and safe.

Thank you so much.

Vince Sanders: Thank you. Appreciate it. 

Jeffrey Feldberg: So there you have it, Deep Wealth Nation. What did you think? 

So with all that said and as we wrap it up, I have another question for you.

Actually, it's more of a personal favor. 

Did you find this episode helpful? 

Have you found other episodes of the Deep Wealth Podcast empowering and a game changer for your journey? 

And if you said yes, and I really hope you did, I have a small but really meaningful way that you can actually help us out and keep these episodes coming to you.

Are you ready for it? 

The dramatic pause. I'll just wait a moment. Drumroll, please. Subscribe. Please subscribe to the Deep Wealth podcast on your favorite podcast channel. When you subscribe to the Deep Wealth Podcast, you're saving yourself time. Every episode automatically comes to you, and I want you to know that we meticulously craft Every one of our episodes to have impactful strategies, stories, expert insights that are designed to help you grow your profits, increase the value of your business, and yes, [00:52:00] even optimize your post exit life and your life right now, whatever you want that to look like.

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So all that said. Thank you so much for listening. And remember your wealth isn't just about the money in the bank. It's [00:53:00] about the depth of your journey and the impact that you're creating. So let's continue this journey together. And from the bottom of my heart, thank you so much for listening to this episode.

And as we love to say here at Deep Wealth, may you continue to thrive and prosper while you remain healthy and safe. 

Thank you so much. 

God bless.