We caught up with the brilliant and insightful William Rivera a few weeks ago and have shared our conversation below.
Hi William , great to have you with us today and excited to have you share your wisdom with our readers. Over the years, after speaking with countless do-ers, makers, builders, entrepreneurs, artists and more we’ve noticed that the ability to take risks is central to almost all stories of triumph and so we’re really interested in hearing about your journey with risk and how you developed your risk-taking ability.
Risk-taking has been in my DNA from a very young age. It all started back in elementary school when I’d walk to school with my friends. We’d make a quick stop at the local convenience store, where I’d buy 10-packs of gum and sell them at school for 25 cents a pack. That tiny venture sparked something in me—a hunger to turn opportunity into action.
By middle school, my ambitions grew, but so did the risks. I borrowed cannabis from my uncle and sold it to the older kids. That phase had its ups and downs, and the downs taught me some hard lessons when I found myself in trouble with the law. I paid my debt to society, but instead of letting that define me, I decided to bet on myself. I went back to school and began carving a new path.
That appetite for risk never left, but I learned to channel it into opportunities with purpose. I started a marketing business, which was my first real leap into entrepreneurship. From there, I took another gamble and opened a CBD and hemp store, getting a foot in the door of an industry I was passionate about. When cannabis legalization came to New Jersey, I made the boldest move of my life. I applied to open a legal dispensary, despite the uncertainty surrounding how my past would factor into the process. It was a nerve-wracking gamble—one where the odds weren’t in my favor—but I went all in.
Today, I’m proud to say that risk paid off. Life has come full circle. I now run a successful marketing agency, a thriving CBD and hemp store, and a legal cannabis dispensary that delivers 24/7 across the entire state of New Jersey. No matter how daunting, each risk I’ve taken has been a step toward building the life I always dreamed of—and I wouldn’t change anything about the journey.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
One of the most exciting things about what I do is how seamlessly my businesses complement each other. I’ve been fortunate to see success across all of them, which is a testament to both my formal education and my real-world experience. My degrees from Rutgers University provide a strong foundation for the marketing and strategic aspects of my work, but it’s the grit and determination I’ve cultivated outside of the classroom that have truly shaped my journey.
Navigating the highly competitive cannabis industry has been a rollercoaster—full of pitfalls and hurdles that at times felt insurmountable. Yet, here I am, thriving in a space where the odds were often stacked against me. What makes my story unique is the transition from the black market and legacy cannabis market into the legal industry. It’s not an easy path, and very few of us have made it, but for those who have, it’s an incredible achievement.
The challenges I’ve faced only fuel my passion and drive. If there’s one takeaway from my journey, it’s this: no matter how tough it gets, don’t give up. Pursue your dreams relentlessly, because the payoff of turning what once felt impossible into reality is worth every struggle.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Discipline is fundamental. It’s about managing your workload effectively and staying organized. It’s knowing how to prioritize tasks, meet deadlines, and deliver results. I pride myself on holding myself accountable for everything I do, ensuring I not only meet expectations but exceed them whenever possible.
Next is work ethic. To truly stand out, you need to go above and beyond. It’s not just about putting in the hours—it’s about putting in meaningful effort, even when it’s tempting to take it easy. For me, downtime only feels earned after a productive day. Otherwise, I’m driven to get back to work and make progress.
Finally, one of the most defining qualities I embrace is a willingness to take risks. I’ve always believed in living boldly—asking for forgiveness rather than permission. This mindset has shaped my journey, pushing me to seize opportunities and innovate, even in uncertain situations. It’s not just about taking chances recklessly but about trusting your instincts and being willing to bet on yourself.
How would you spend the next decade if you somehow knew that it was your last?
Absolutely. While I’ve successfully opened one store, the journey to expand in this industry has been incredibly challenging, largely because licensing decisions remain under the control of local townships and municipalities. Even with a solid track record, I faced a disappointing setback when I attempted to convert a store in my hometown—a place that shaped who I am—only to have the application denied. It was a tough pill to swallow, especially because it highlighted how much politics and relationships influence this process. In this industry, having the right partnerships isn’t just helpful—it’s essential. That’s been one of my biggest hurdles.
But beyond the external challenges, I’ve always embraced a mindset of risk-taking and resilience. I’ve built my life on the principle of “begging for forgiveness instead of asking for permission.” It’s not about recklessness; it’s about boldness, about seeing opportunities where others see barriers. That philosophy has shaped every step of my journey, and while it doesn’t make things easier, it keeps me pushing forward, no matter how tough the road gets.
Contact Info:
- Website: https://www.scarletreserveroom.com
- Instagram: scarletreserveroom_englishtown
- Linkedin: https://www.linkedin.com/in/wirivera/
Image Credits
yes. These are my images
so if you or someone you know deserves recognition please let us know here.
