This isn’t a story of hype — it’s a blueprint for scaling with purpose and profit. Discover how we used the Conscious Growth® Framework to transform Elixinol into one of the most trusted and recognized CBD brands in the world.
Revenue Growth From Startup to $32.5M+ in 3 years
Company Valuation $300M
Global Distribution
Elixinol entered the emerging CBD space with a high-quality product and a small team, but no cohesive brand, mission, or growth strategy. The market was flooded with fast-moving competitors and consumer confusion.
The founders had heart and values but none of it was visible in the business. They were operating transactionally, focused on product and pricing, without a unifying narrative or scalable systems. That’s where we began.
We kicked off with a private vision retreat in San Diego to define Elixinol’s true “why.” From that foundation, Doug Sutton utilized the Conscious Growth® Framework to architect every aspect of the business to reflect the soul of the brand and crafted a strategy to scale with purpose.
– Doug Sutton
Clarified Elixinol’s values into a compelling brand story and positioning
Created a donation model where customers chose which cause to support at checkout
Built a purpose-driven culture that attracted top talent and converted customers to evangelists
Developed scalable strategies for B2B and e-commerce globally
Codified how we serve customers, retailers, and partners — embedding purpose into every interaction
Eliminated plastic packaging and aligned supply chain with regenerative practices
In Less Than 3 Years:
We’ve had a significant impact helping Conscious Business Leaders dramatically increase their revenues, develop greater meaning and create a positive impact in people’s lives and the world.
“Doug Sutton and Conscious Growth was a catalyst in the success of Elixinol. In addition to developing our branding and core messaging as a start-up, he helped us create and share our vision and values, which provided a significant competitive advantage in an emerging, never-before-seen industry. Doug also helped to build a strong culture that attracted top talent and further supported our mission to positively impact the world. One of the biggest concepts he instilled into our culture was the importance of delivering a world-class experience to every customer and how to do this while never forgetting the importance of giving back to a greater cause. After hiring Doug, we experienced significant year-over-year growth and even after our official consulting engagement ended in 2018, he remained a trusted advisor to the company, and still is a trusted advisor to me.”
| Pillar | Execution at Elixinol |
|---|---|
|
Purpose & Mission
Culture & Leadership
Business Development
Customer Experience
Profit Optimization
Collaboration
Greater Good |
7 Pillars codified and implemented
Values-driven hiring & team building
Dual GTM for B2B + DTC
Donation model, trust, transparency
Scalable systems, global channel pricing
Nonprofit & distribution partnerships
Embedded giving, sustainability practices |
"Any success of this magnitude is always the result of a team effort. I was grateful to serve as the guiding strategist and facilitator but the co-founders were incredible partners, and the team we built together made this transformation possible.”
— Doug Sutton
Unlock a proven path to greater revenue, stronger margins, and meaningful long-term value.
