Your Time Is Your Most Valuable Resource: As a CEO, time is your most valuable asset. Early on, I struggled to manage it effectively, often feeling overwhelmed by meetings, emails, and urgent tasks. Over time, I realized that prioritization and strategic focus made all the difference. Setting boundaries, delegating responsibilities, and reserving time for big-picture thinking became essential for maintaining momentum and leading effectively.
As a part of our series called ‘Five Things I Wish Someone Told Me Before I Became A CEO’ we had the pleasure of interviewing Adam Wilks.
Adam Wilks is the CEO and co-founder of Carma HoldCo, a powerhouse in the branding and licensing space that specializes in leveraging cultural icons to redefine industries. With over a decade of experience in brand development, licensing, and strategic expansion, Adam has played a key role in building some of the most recognizable brands in QSR, cannabis, and health & wellness. His leadership at Carma HoldCo has transformed the company into a global brand incubator, bringing together influential figures like Mike Tyson, Ric Flair, and Future to create industry-disrupting products and experiences.
Under Adam’s guidance, Carma HoldCo has launched and scaled multiple successful brands, including TYSON 2.0, Ric Flair Drip, and Mr. Charlie’s TMS, expanding their reach to international markets and diverse product categories. His expertise in licensing, operations, and brand building has been instrumental in the company’s rapid growth and cultural impact.
Thank you so much for joining us in this interview series! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your backstory? What led you to this particular career path?
I’ve always been passionate about building brands and bringing bold, innovative ideas to market. My career began in the licensing world, where I spent over a decade developing and scaling brands across multiple industries, including quick-service restaurants (QSR), cannabis, and health and wellness. This experience gave me a deep understanding of brand development, market expansion, and strategic partnerships — skills that ultimately led me to co-found Carma HoldCo.
At Carma, I’ve been able to merge my expertise in brand licensing with my entrepreneurial vision, creating a global house of brands that harnesses the power of cultural icons to transform industries. Our focus is on crafting unique experiences and product offerings that resonate with consumers, inspire engagement, and elevate everyday life. With a lineup of legendary figures like Mike Tyson, Ric Flair, and Future, we’re not just building brands — we’re shaping culture and redefining market landscapes.
Can you share the most interesting story that happened to you since you began leading your company?
The most exciting part of this journey has been witnessing the evolution of our products, team, talent, and global reach since we founded Carma HoldCo in 2021. When we started, it was just a few of us and Mike Tyson’s TYSON 2.0 as our only brand. Since then, we’ve significantly expanded our product portfolio to include energy drinks, vitamins, supplements, hemp, and cannabis. We’ve also taken the brand global, reaching more than 19 countries.
Can you share a story about the funniest mistake you made when you were first starting? What lesson did you learn from it?
There have been plenty of moments when things didn’t go as planned. I’ve learned from every one of them. One that stands out is when we launched a brand that lacked authenticity and failed to resonate with consumers, resulting in wasted time and resources. This was just one of many failures, but as a business operator, you have to understand that failure is normal. As long as you learn from your mistakes, you are always growing.
None of us achieve success alone. Is there a particular person you are grateful for who helped you along the way?
Along this journey, I have had a few people give me opportunities. In my late teens, Phil Hayman gave me a job running his wheel and tire shop in Toronto. He taught me the value of hard work — six days a week, 10+ hour days — which shaped me into the workhorse I am today. Later, working with SPE, Aaron Serruya gave me the opportunity to lead multiple investments, gaining valuable experience in private equity and deal-making. Lastly, Mike Tyson gave me the opportunity to be who I am today — the CEO and co-founder of Carma HoldCo — and taught me so much about stripping away ego and embracing authenticity.
Leadership often entails making difficult decisions. Can you share a story about a hard choice you had to make as a leader?
As a leader, I’ve faced many tough decisions. Part of this role means guiding the company to success, which sometimes involves difficult choices, such as downsizing personnel. This is never easy because it affects real people. Often, these decisions are made to cut costs or ensure the business’s long-term sustainability. The challenge lies in balancing immediate relief with long-term sustainability, often requiring difficult short-term sacrifices. No matter how many times I’ve had to make these choices, it’s never a simple or comfortable process.
Most people think they understand what a CEO does. In just a few words, how would you describe your role?
As CEO, I set the company’s vision, strategy, and direction.
What are the myths about being a CEO or executive that you’d like to dispel?
One common myth is that CEOs lack empathy. In reality, successful leadership depends on understanding your team, consumers, and partners, which fosters loyalty and trust
Another myth is that being a CEO is all about making bold, high-profile decisions. In truth, much of the role involves listening, gathering insights, and making informed choices based on input from the team.
What is the most striking difference between your actual job and how you thought it would be?
I’ve served as CEO for several companies, so I’m no stranger to the long hours, calls, and endless emails. But I never anticipated having as much fun as I do now. Traveling the world with Mike Tyson, spending time with Ric Flair, and hearing their stories about their careers and the pop culture icons of the ‘90s — it’s truly incredible. I’m beyond grateful to call this my job.
Do you think everyone is cut out to be an executive? What traits increase the likelihood of success?
Not everyone is suited for an executive role, as it demands a unique blend of traits and skills. Patience is crucial — I used to want immediate results, but I’ve learned that long-term success requires patience. Resilience is vital, as we constantly face pressure and challenges. A strategic mindset and strong communication skills are essential for inspiring and leading teams effectively. Those who struggle with delegation, avoid tough decisions, or shy away from responsibility may find this role challenging. Executives must thrive under pressure, solve complex problems, and lead with empathy and clarity. If you prefer stability and avoiding difficult choices, this role may not be the right fit.
What advice would you give to business leaders to help create a fantastic work culture?
Empathy. Understanding your team, consumers, and partners is essential for building loyalty and trust. Cultivating a strong team culture where employees feel valued and heard is key. Sometimes, all people need is someone to listen. Last year, we took our entire team to Joshua Tree for a team-building weekend that included yoga sessions, sound baths, and breathwork. It created a deeper connection among our team and strengthened our bond.
How have you used your success to make the world a better place?
I’ve been actively involved with several charities, including partnering with organizations like The Weldon Project to help secure the release of individuals incarcerated for nonviolent cannabis offenses. My commitment to bringing plant-based medicine to those in need remains strong, and I will continue to work toward making this important medicine accessible to people around the world.
What are five things you wish someone told you before becoming a CEO?
1. Your Time Is Your Most Valuable Resource: As a CEO, time is your most valuable asset. Early on, I struggled to manage it effectively, often feeling overwhelmed by meetings, emails, and urgent tasks. Over time, I realized that prioritization and strategic focus made all the difference. Setting boundaries, delegating responsibilities, and reserving time for big-picture thinking became essential for maintaining momentum and leading effectively.
2. You Can’t Please Everyone — And That’s Okay: No matter how much you care about your team, investors, or clients, there will always be conflicting opinions and interests. In my early days as CEO, I tried to keep everyone happy, only to end up frustrated and stretched too thin. I learned that leadership requires decisiveness — standing by your values and making tough calls in the company’s best interest. Some people won’t always agree, and that’s okay. Long-term success requires focus, not constant compromise.
3. Networking Is More Important Than You Think: As a CEO, it’s not just about what you know — it’s about who you know. I underestimated the power of networking early on, but I’ve since learned that relationships open doors, create opportunities, and provide invaluable guidance. Strategic partnerships, mentorships, and industry connections can help navigate challenges and drive growth. A strong professional network isn’t just beneficial; it’s essential.
4. Leadership Requires Constant Evolution: Leadership isn’t static. When I first became a CEO, I had a certain leadership style, but I quickly realized the role demands flexibility. As the company grows, the market shifts, and team dynamics evolve, so must your leadership approach. Embracing feedback, reflecting on decisions, and continuously improving are key to staying effective. Adaptability isn’t just a skill — it’s a necessity for long-term success.
5. The CEO Role Can Be Lonely: Leadership can be isolating. As CEO, you’re often making difficult decisions that others aren’t privy to, and that responsibility can feel lonely. Early in my journey, I struggled with this aspect of the role. Over time, I learned the importance of building a trusted support system — whether it’s a board, mentors, industry peers, or a close leadership team — to provide perspective, guidance, and balance. No leader should navigate this journey alone.
If you could inspire a movement that would bring the most good to the greatest number of people, what would it be?
A Cannabis Education and Wellness Movement. There are still misconceptions and stigma around cannabis that prevent people from understanding its benefits. By promoting education and awareness, we can empower individuals to make informed decisions about how cannabis can be used for wellness, pain management, and mental health support.
Can you share your favorite life lesson quote?
“People don’t remember what you said, they remember how you made them feel.” That philosophy has stuck with me. As a leader, father, and friend, I prioritize relationships above all else. I’ve worked for people who only cared about money, but I believe in putting relationships first — because that’s what drives team and company performance.
What is the best way for our readers to follow you on social media?
You can stay updated with Carma HoldCo and our latest brand ventures by following us on social media:
- Instagram: @CarmaHoldCo
- LinkedIn: Carma HoldCo
- Twitter/X: @CarmaHoldCo
For more updates, you can also follow me directly on LinkedIn: Adam Wilks
Thank you for these fantastic insights. We greatly appreciate the time you spent on this.
Adam Wilks Of Carma HoldCo: Five Things I Wish Someone Told Me Before I Became A CEO was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.