
'You're Not Ready': The Quiet Crisis Of CEO Succession
Older employee looking out of office window.
Logan Roy, brutal patriarch of Succession, delivers one of the show's most revealing lines without blinking: 'I love you. But you are not serious people.'
It's more than a takedown. It's a generational indictment. A founder who won't let go. A next generation unsure if they're trusted to lead.
That dynamic isn't just a popular TV plotline. It plays out inside real boardrooms, family enterprises and executive teams. The CEO successor is named but sidelined. The current leader still takes the big decisions. The person next in line is visible but not empowered. The plan exists, but the trust behind it is fragile.
Most CEOs, founders and boards don't ignore succession. But they often treat it as something to finalize later.
The Illusion Of Time
In a conversation with a board and CEO, I was told their succession strategy was solid. The business was performing well. The future CEO had been identified. There was 'plenty of time.'
So I asked: 'If your CEO stepped down tomorrow, who could step in—credibly?'
There was a pause. Then a quiet recognition. While a successor had been named, they had not been exposed to the board. They had not led through volatility. They had not owned the story externally.
My next question was even simpler: 'Is the board aligned on that person's readiness?'
The answer: 'Not entirely.'
That hesitation isn't rare. It's an early signal that belief has not yet become readiness. The candidate is identified but not yet fully seen.
The CEO Clock Is Ticking Double-time
The quiet urgency is already visible in the top seat. In Q1 2025 alone, 646 U.S. CEOs left their roles — a record high. According to Spencer Stuart, CEO tenure among the S&P 500 has declined– from 11.2 in 2021 to 8.3 years in 2024.
The leadership cycle is shortening. The window to prepare is shrinking. And in many boardrooms, the successor still isn't visible. In fact, interim leadership has soared in 2025. Of all incoming CEOs this year, 18% of them were named on an interim basis, compared to 6% during the same period last year.
What departs with a CEO isn't just decision rights. It's strategic memory, investor trust, unspoken influence and the instincts shaped by years of complex calls. From the outside, the transition may look smooth. Inside, momentum has already begun to drift.
Consider a familiar scenario: a CEO announces their retirement two years out. A successor is named. But over those two years, that successor is kept adjacent—invited to sit in, but not to lead. They don't build board relationships. They aren't tested with external investors. The team doesn't look to them when pressure hits. When the handoff comes, they are still a mystery to the people who matter most.
Now contrast that with a company like Microsoft. Before Satya Nadella became CEO, he had led multiple business units, shifted internal mindsets around cloud, and earned deep trust inside and outside the organization. He wasn't just selected. He was prepared. The board wasn't surprised. The team wasn't skeptical. The culture didn't pause.
One organization hoped succession would work. The other ensured it would.
In my conversation with Piyush Gupta, ex-CEO of Singapore-based DBS Bank, he reflected on how much of his own leadership readiness came from being placed in tough, often uncomfortable roles early on—across geographies, away from familiar systems, in moments of high stakes.
Those crucibles didn't just build experience. They built identity. He said it was in those formative tests that he learned to make sense of ambiguity, lead without defaulting to control, and develop judgment under pressure. That kind of preparation isn't theoretical. It's earned. And it starts long before the title ever changes.
Gupta also aced his own succession. When he announced his departure, he named his successor in the same breath—Tan Su Shan, a longtime internal leader, would step into the role. No drama. No scramble. Just clarity, stability, and a transition that matched the precision of the institution he helped build.
Four Shifts Boards And CEOs Must Make Now
I've worked on CEO succession with public companies, founder-led firms and family businesses. The ones who handle it well don't view it as an HR process. They treat it as a cultural investment—something that reveals the organization's capacity to learn, evolve and trust.
Succession doesn't begin at resignation. It begins when a CEO chooses to shape what comes next.
Some CEOs delay because they still feel useful. But often, their most lasting influence happens in the final chapter—as teacher, mentor or transition partner. Not from obligation. From conviction.
Reengaging the outgoing CEO in a purposeful handoff builds credibility. It creates space without leaving a void. It protects the legacy while empowering the future.
Mentoring a CEO successor is unlike any other leadership relationship. It requires confrontation with complexity—activist pressure, investor expectations, media scrutiny, internal dissent.
Successors don't need guidance alone. They need access. They need to be pushed, heard, contradicted and invited into the spaces where presence matters most.
A name on a board deck does not equal a ready successor.
Many boards assume that a strong internal leader can step up. But readiness doesn't come from potential alone. It comes from repeated exposure to risk, to contradiction, to conflicting expectations—and the maturity to navigate them.
Real stakes reveal themselves in breakthrough moments. Investor briefings. Board negotiations. External crises. Not rehearsed behind closed doors—but tested in the open. Authority isn't proven in simulation. It's forged in the marketplace. On the global stage. In lived, not scripted, experience.
The CEO role isn't granted. It's demonstrated in advance.
The real handoff is already underway. It happens in how the current CEO frames tradeoffs. In who they bring into key conversations. In how often they explain why a decision was made—not just what the decision was.
Culture doesn't replicate by instruction. It transmits through observation.
Boards should look for the signals that successors are being shaped early. Not through formal grooming, but through informal inclusion.
What CEO Legacy Actually Means
Most CEOs eventually ask: what will I leave behind?
But legacy isn't what follows you. It's what endures without you.
It's the strategic clarity that remains intact. The team that doesn't stall. The confidence that continues when your name is no longer the one in headlines.
In the strongest transitions I've seen, the outgoing CEO doesn't just vacate. They clear the way. The successor doesn't wait to be told they are ready. They act like it.
Because they were trusted with the work that matters. Because someone showed them the horizon early. Because the board aligned not on safety, but on strength.
And when succession is handled well, no one needs to say 'You are serious people.' The successor already proves it.
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Goodlyfe Farms Total Sales: $29.6M | Units Sold: 7.10M | Market Share: 0.97% Average Price: $4.17 | Profit Margin: 45% Proving that volume can rival price, Michigan-based Goodlyfe Farms cracks the national Top 10 despite selling exclusively in one state. With $29.6 million in pre-roll sales on over 7.1 million units, Goodlyfe ranks fourth overall in total pre-roll volume sold (more than heavyweights like STIIIZY and Dogwalkers) at an average retail price of just $4.17. Nearly all of its products are infused, including its bestsellers like Unicorn Piss and Apple Fritter. Forbes 'Mutant Marijuana' Is Changing How Weed Is Grown (But It's Not What You Think) By Javier Hasse Founded in 2021 by Adam Piot and partners, Goodlyfe has grown its outdoor and greenhouse operation to 300 acres and recently expanded to New York. Its sun-grown cannabis is central to the brand's identity, marketed as terpene-rich and sustainable. Packaged in bright doob tubes with RAW cones and custom labels, Goodlyfe's affordable, high-potency infused joints have earned it cult status in Michigan's price-sensitive market. 8. Dragonfly Cannabis Total Sales: $29.3M | Units Sold: 12.34M | Market Share: 0.96% Average Price: $2.38 | Profit Margin: 49% Dragonfly Cannabis ranks eighth in total sales but first in the nation for pre-roll volume, moving more than 12.3 million units in 2024; more than any other brand on the list. Based solely in Michigan, the brand owes much of its reach to a highly accessible average price of just $2.38 per unit. That affordability doesn't come at the expense of profit, though, with Dragonfly posting a 49% margin. Its $29.3 million in pre-roll revenue reflects both the strength of Michigan's market and the power of high-volume strategy. All of Dragonfly's products are grown on a 150-acre outdoor and greenhouse farm in southwestern Michigan, where the company leans into organic methods and community engagement. Its lineup includes both classic and infused pre-rolls, with sleek black and red packaging and infused options featuring distillate, rosin or live rosin. Dragonfly's impact also extends beyond the retail shelf: the company donates locally to schools, food pantries, and veterans' organizations, building a reputation as a brand grounded in both value and values. 9. Lowell Herb Co. Total Sales: $28.3M | Units Sold: 1.00M | Market Share: 0.92% Average Price: $28.27 | Profit Margin: 51% A pioneer in premium branding and legal market presence, Lowell Herb Co. lands at No. 9 with over $28 million in 2024 pre-roll sales. While its unit volume is lower than most Top 10 contenders—just over 1 million—its high price point of $28.27 per item and sleek, sustainable packaging reflect its elevated market positioning. Based originally in Southern California and now operating nationally from its Hudson Valley HQ, Lowell is one of the most widely recognized names in American cannabis, with a trailblazing legacy that includes opening the country's first cannabis café. Lowell's pre-rolls, especially its signature 0.35g multi-packs and blended single-origin smokes, emphasize craftsmanship, terpene diversity and eco-conscious design. Each offering, from the 'Mind Safari' 10-pack to the 'Zen' and 'Happy' 6-packs, maintains a refined, earthy aesthetic in packaging and product alike. With celebrity backers like Mark Ronson and Sarah Silverman, a commitment to social justice hiring and iconic brand storytelling centered on cannabis rebel 'Bull' Lowell, the company continues to blend heritage with modern luxury in the pre-roll category. 10. Good Day Farm Total Sales: $25.9M | Units Sold: 1.33M | Market Share: 0.84% Average Price: $19.45 | Profit Margin: 46% Based in the South and surging thanks to Missouri's adult-use market, Good Day Farm closes out the Top 10 with $25.9 million in pre-roll sales and over 1.3 million units sold, all from just one state. Though it began as a medical cannabis brand serving Arkansas, Louisiana and Mississippi, Good Day Farm's entry into Missouri's recreational market in 2023 made it a dominant force in the state, controlling 16.5% of pre-roll revenue and 12.3% of units sold there. With an average item price of $19.45 and 525 products on offer, the brand has become a go-to for both infused and traditional smokers, and its national position could be even higher if other states' data were included. The company's Good Day J's line features classic pre-rolls in resealable mylar pouches, while Super J's bring potency with distillate infusion and kief coating, often packed in jars with bold branding and gold-inked slogans. For a luxury twist, its Southern Sweets and Good Day Blunts come hand-rolled with glass tips. But Good Day Farm isn't just about high-quality joints: it's a mission-driven brand supporting breast cancer research through its "Titty Sprinkles" strain and championing criminal justice reform with Last Prisoner Project partnerships. In the heartland, Good Day Farm is lighting up the charts, ethically and economically. Infused Pre-Rolls Dominate As Automation Becomes Standard Infused pre-rolls have solidified their role as the category's primary growth engine. In 2024, they accounted for 44.4% of total pre-roll sales—nearly $1.4 billion—and 29.7% of units sold, according to the report. This reflects a steady rise in market share over recent years and highlights consumer appetite for high-potency, flavor-rich products. While overall pre-roll unit sales increased by 13.5% year-over-year, infused unit sales grew 23.8%, far outpacing the growth of traditional pre-rolls. Forbes Weed In A Can: How Cannabis Drinks Are Changing The Ritual Of Drinking By Javier Hasse Driving this surge is widespread infusion innovation. Survey data in the report shows that 86% of brands now produce infused pre-rolls, with distillate remaining the most commonly used input. However, 58% of brands say they expect to see more consumer demand for solventless options like rosin and ice water hash in the coming year, signaling a shift toward more premium, clean-label concentrates. Most leading producers have adopted semi- or fully-automated cone-filling and infusion systems, allowing them to meet demand for multi-pack formats and novelty SKUs without sacrificing consistency. This shift is particularly important in price-sensitive markets like Michigan, where brands like Dragonfly and Simpler Daze rely on automation to drive volume while preserving margins. Still, the report cautions that quality and consumer trust remain essential. Brands with clear terpene content, consistent effects and strong QC practices are earning loyalty and repeat purchases, especially among daily consumers. Multi-Packs And Minis: Format Wars In The Pre-Roll Aisle As the category matures, consumers are getting choosier. Not just about what's inside the cone, but how it's packaged. In 2024, five- and ten-packs gained momentum as consumers looked for value, convenience and shareability. Nearly half of all pre-rolls sold now come in multi-pack formats. This trend is especially evident among premium brands. Good Day Farm's five-pack Super J's and Lowell Herb Co.'s 10-pack "Mind Safari" ranked among their top-selling SKUs. For high-end buyers, these packs offer better price-per-gram and an upscale, giftable presentation. For retailers, multi-packs boost basket sizes and encourage brand stickiness. Forbes How A Military Grad Turned A Coffee Table Disaster Into A Pink Cannabis Empire By Javier Hasse Meanwhile, mini pre-rolls—typically 0.3 to 0.5 grams each—are emerging as a top pick for wellness-minded and casual consumers. From Dogwalkers' Mini Dogs to Lowell's 35s, minis serve newer users, those seeking smaller doses or on-the-go sessions. Brands are also experimenting with hybrid packs, featuring multiple strains or effects in a single unit. This fragmentation in format underscores the evolution of pre-rolls from novelty item to everyday staple. Whether you're microdosing, sharing, or stretching your dollar, there's now a joint for that. What's Next For The Joint Economy? As the report makes clear, the U.S. pre-roll market is no longer niche. It's a $3.1 billion juggernaut defined by volume, potency and brand power. In 2025, expect continued growth in infused formats, further automation and greater segmentation by format and price point. Consolidation is also likely, with MSOs, venture-backed brands and public companies eyeing acquisitions or expansion in this high-margin category. At the same time, niche and local players who master efficiency and identity—like Dragonfly and Goodlyfe—can still carve out major wins. In the war for weed consumers, the humble joint is now the MVP. And the brands who roll with precision, purpose and personality will define the future of the category. Forbes This One Decision Could Cost America Up To $10 Billion A Year, According To Experts By Javier Hasse