Changing The Narrative For Cannabis & Hemp Products with Cormac Sheehan [Podcast]

Storytelling is my passion, without a doubt. While stories can educate and connect us for a positive purpose, they can also be used to create negative impact. My guest this week is an authority not only on storytelling but also on how to reshape stories that have been used to turn society, in his case, against the cannabis plant and hemp products.

Cormac Sheehan is a storyteller. As a Dubliner, it’s in his blood, as Founder of Purpose Communications, he’s also a storyteller by profession. Cormac’s journey has taken him all over the world, from Copenhagen to Mexico and now Australia where he’s Editor and Chief of Green Planet, a magazine that provides education and advocacy around the cannabis plant and supporting industry. He’s also Co-founder and CMO of the Cannabis Company, which manufactures a multitude of hemp products – none of which will get you high!

In episode 181 of Be The Drop, recorded LIVE from Pause Fest, Cormac describes his amazing journey from DIY punk in Dublin to learning Spanish in Mexico and then setting up the Cannabis Company here in Australia. He reflects on challenging yourself to discover your purpose and provides tips on how to effectively use storytelling to change a pre-existing narrative.

Cormac Sheehan Discusses Hemp Products

“Marketing is just storytelling. In Ireland we say, “what’s the story? as a greeting!”

In this episode on hemp products and storytelling, you will learn:

  • Cormac’s incredible journey from Dublin to Mexico to Australia
  • The controversial narrative around hemp products and how it has developed over time
  • The story behind the Cannabis Company and its relevance in Australia
  • Some of the various applications of the cannabis plant and myths associated with it
  • About the relationship between storytelling and propaganda
  • How the ability and willingness to trust the media has changed through the generations
  • How people today are carefully choosing what stories to consume

“If you don’t have a story to tell, you better change what you’re doing so you have a story worth telling.


Are you an Australian entrepreneur who is considering starting your own podcast? At Narrative Marketing, we deliver a full range of podcast production services. Or if you’d like help getting started to produce your own content, I also deliver podcast training programs.

If you’ve got any questions or feedback about this episode, I’d love to hear your comments! Want more? Join our FREE Facebook Group where we provide tools and resources to help you supercharge your digital storytelling content.

For subscription and channel details and links, scroll to the bottom.


Amelia xx

Want more? Join our FREE Facebook Group where we provide tools and resources to help you supercharge your digital storytelling content.

The Be The Drop podcast is brought to you by Narrative Marketing, the Brand Storytelling Superheroes!

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About the Author: Amelia Veale

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