Becoming Legend

The Billion-Dollar Blueprint to Be a Whale in a Sea of Sharks

By: Berner

Narrated by: Berner, Danny Campbell

NEW YORK TIMES BESTSELLER • A young entrepreneur’s blueprint for taking the right risks, scaling to new heights, and building a legendary brand.

“I love it when my fellow rap comrades diversify their portfolio with books of information and knowledge.”—Snoop Dogg

Armed with only his hustle and an otherworldly instinct for marketing and branding, Berner, the co-founder and CEO of the world-conquering legal cannabis company Cookies, had the vision to see that cannabis was swiftly moving from the street corner to the corporate office and was able to make moves worthy of a chess grandmaster to launch the first dominant brand.

Berner has grown Cookies into a billion-dollar mainstream company with more than seventy stores across the country and the world, added a sought-after streetwear side-brand, and gained millions of fans eagerly awaiting his next move. While building Cookies into the empire it is today, Berner took notes from everywhere: a strong sense of identity from the best streetwear brands, frequent collaborations from the music industry, and rapid expansion from Silicon Valley.

In Becoming Legend, Berner pulls back the curtain on his incredible rise to success while bringing to light how he did it and how you can too, including:

• It Starts with a Vision: Potential is everywhere. Recognize opportunities and don’t be afraid to think big.
• Access Is Everything: Your network is your net worth. Learn how to leverage and increase your access to impactful people.
• Become Timeless: Creating an identity is crucial in brand-building, whether it be you or your logo.
• Put Your Fingerprints on Everything: If you let people speak for you or represent your vision, a great idea may never blossom.
• Never Be Afraid to Throw Back Whales: Learn to trust your gut. Not all money is good money.

Becoming Legend is the instruction manual for all aspiring entrepreneurs to not just get rich but leave a legacy.

Critic reviews

“I love it when my fellow rap comrades diversify their portfolio with books of information and knowledge.”—Snoop Dogg

“When it comes to brand building, Berner executes at a high level. I’ve always respected from afar how he took Cookies from an idea to a culture. This book is an opportunity for every hungry entrepreneur who actually wants to build something that captures a community at scale.”—Gary Vaynerchuk, CEO and chairman of VaynerMedia and New York Times bestselling author

“When you run your life like a business, you never have to go to work.”—Wiz Khalifa

“This is the playbook for anyone ready to dream big, bet on themselves, and build their own legend. Berner takes readers on a powerful journey from the grind to greatness—showing how vision, authenticity, and relentless drive can build not just a business but a movement.”—Jason Feifer, author of Build for Tomorrow and editor in chief of Entrepreneur magazine

“Berner . . . debuts with an energetic business guide that recounts his rise from a high school dropout ‘hustling in the streets of San Francisco’ to head of a successful global company. . . . Fast-paced and unapologetic, this will resonate with entrepreneurs drawn to brand-building at the intersection of culture and commerce.”—Publishers Weekly

The whole book!

Creating a business! The ups and downs that can come with it. Enjoying the journey.

Authentic story from the bay

You can learn more from this book than a semester of any college class. Berner telling it himself on the audiobook just tops it off.

Never be reluctant to invest in yourself and goals.

The captivating energy that reading this book will bring to you well and can only elevate one’s mindset to pursue and overcome the obstacles and life and business !

Everything!

This book is inspiring. I love that burner read to us himself. It made the whole experience feel so personal, and I felt every bit of it as someone from the bay, this made me feel proud on another level.

Berner, Thank you for your dedicated spirit and for putting together such an amazing book.

If you bought the physical copy, I definitely recommend getting the audiobook too, so you can hear it directly from burner himself. Much love.

Authenticity

Felt real and relate-able, make me want to hustle harder. Shout out cookies excited to see what happens next