Dialing In Your Cannabis Experience with This Vaporizer Technology


Key Takeaways:
[3:14] – What is Firefly?
[4:02] – Mark’s background
[5:00] – Mark explains the difference between smoking and vaporizing
[6:33] – Mark talks about his Co-founder and how they came up with Firefly
[17:21] – How temperature impacts vaporizing & terpenes
[22:10] – Mark talks about terpenes
[26:30] – Mark talks about some differences between Firefly and other vaporizers
[28:16] – How do you know when your flower is spent using a vaporizer
[30:22] – Mark talks about using concentrates in Firefly
[39:34] – Mark discusses the companion app that goes with Firefly
[41:30] – Mark’s personal Firefly settings
[51:17] – Mark answers some personal development questions
[56:32] – Firefly website and contact details

Mark Williams got started working as part of the Apple Computer design team working on customer experience. Mark leveraged his design expertise at Apple to develop The FireFly Vaporizer with his co-founder.

If you are interested in getting the most out of your flower or concentrates, this is an interview you can’t miss.

Learn More About The FireFly 2 Vaporizer

Important Update:
What are the five trends that will disrupt the cannabis market in the next five years? Find out with your free guide at  https://www.cannainsider.com/trends

Click Here to Read Full Transcript

Matthew: Hi. I’m Matthew Kind. Every Monday look for a fresh new episode where I will take you behind the scenes and interview the insiders that are shaping the rapidly evolving cannabis industry. Learn more at www(dot)cannainsider(dot)com. That’s www(dot)cannainsider(dot)com. We’ve talked about CBD or cannabidiol on the show many times. Just to review, CBD is a non-psychoactive compound from the cannabis or hemp plant that has a number of interesting attributes. Now our friends at Treatibles have put together a hemp wellness chew that can help your dog or cat become more calm and balanced. Valerie wrote in to tell us about her experience.

Valerie writes, “My ten year old Husky/Sheppard/Lab mix Chuck is my faithful companion. Chuck got significantly quantifiably better from using Treatibles. It took about three days of feeding Chuck two to three doses a day to see the full effect, but he did get noticeably more comfortable on the first day of feeding them to him. Before Treatibles Chuck limped and couldn’t enjoy longer walks though he clearly had the desire for them. Once he started taking Treatibles he could leap around again.” Thanks for writing in Valerie. Treatibles are legal and available in all 50 states right now. If you want to learn about what Treatibles can do for your pet, visit www(dot)cannainsider(dot)com/pet. And get a coupon code for 10% off your order. Now here’s your program.

What happens when a former Apple designer turns his focus and attention on creating the most elegant, joyfully simple vaporizer on the market? We’re about to find out. We’re fortunate to have Mark Williams, Co-founder and CEO or Firefly on the show today. Mark, welcome to CannaInsider.

Mark: Thanks very much Matt. Nice to be with you.

Matthew: Mark, give listeners a sense of geography. Where in the world are you today?

Mark: I am in West Sonoma County California which is north of San Francisco by about two hours and located in the middle of a big coastal redwood forest.

Matthew: How nice. Got to say the weather there is idyllic. It seems like year round it’s between 70 and 80 in Sonoma County all year.

Mark: Oh gosh, that would be wonderful if that were so but it gets a little colder in the winter. It’s usually in about the 40s to 50s in the winter which I know for a lot of folks in the country would seem balmy, but it seems a little cold here.

Matthew: Oh gosh is that just in the woods or even out where the vineyards are and everything? Same?

Mark: It’s a little warmer where the vineyards are. One of our secrets in Sonoma County is we get a lot of rain in the winter because that’s what’s nourished the redwoods for so many millennia out here, but in between the rain and even when it’s cold outside if you are sitting in the sun, you can sit out in a t-shirt most of the year, at least for a couple of hours a day which is a real treat.

Matthew: Oh that’s great. Well tell us at a high level what Firefly is.

Mark: Firefly is a company. Now it used to just be a product. The product line is now a company because I work with lots of people I really enjoy working with who helps to communicate our vision to the world. The vision right now is around our product and what it can do for consumers. Specifically what it’s designed to do is offer a whole plant experience through inhaled vapor with essentially very little effort on the user’s part, but a whole lot of control and ability to customize their vapor so that it soothes what they want to accomplish.

Matthew: I mentioned your background at Apple. Can you give us some more detail about your background at Apple and in general?

Mark: Sure. My background at Apple was leading a design team that designed parts of the Mac OS10 desktop experience. At Apple we were called human interface designers. Other names for it in the industry, at different companies would be UX design or User Experience Design. I’ve also spent a lot of time doing what would be called just straight out product design. So when I think of my profession background leading up to creating the Firefly I think it could be sort of summarized as trying to design technology and experiences that were well-suited to human beings.

Matthew: Okay. That makes sense. Now before we dive into Firefly, can you provide a reminder about what the difference is between smoking and vaporizing?

Mark: Oh sure. Basically smoking is burning a material to basically aerosolize compounds in the material that you generally want to inhale. Unfortunately the act of combustion also releases a bunch of other chemicals in plants that are often undesirable as well as creating essentially little microscopic tiny hot embers that are also inhaled, and that’s basically what smoke is. Vaporizing on the other hand is heating up, as far as it applies to this context, is heating up plant material to the point where its desirable compounds are aerosolized basically because they turn from liquid or solid into gaseous form, and they can be inhaled but at a very controlled temperature point meaning that you don’t create a lot of the undesirable chemical byproducts of burning something at a higher temperature and maybe more importantly you actually don’t create any smoke because you’re not actually catching anything on fire.

So that’s sort of a long winded explanation. Basically to summarize, what it means is that you get the things out of the plant that you want to get out of the plant and you don’t create things that you don’t want to get out of the plant.

Matthew: Okay that makes sense. Tell us a little bit about your Co-founder and how you met him and how you both came up with the idea for the Firefly.

Mark: Well we met socially through some good friends, actually who are cancer therapy researchers at a major biotech company here in the Bay Area. My wife and I were out at a post Burning Man event dancing with our friends, and our friends knew Sasha, saw him on the dance floor and said you guys need to meet, because Sasha comes from a development background as well. They were right because as soon as whatever song we were dancing to stopped we got into a conversation about designing stuff. It’s a mode of behavior I think or a mode of looking at the universe that is really almost impossible to turn off for people who have kind of been infected with that mean, but it’s a delightful thing.

So we got right into it. Thinking about what’s cool out there that was just recently designed, what have you done, what do you think the world needs. That conversation went on in an informal manner for I think about a year. We found that we had really good communication around designing stuff which was basically user focused. By sharing this kind of common perspective it became more obvious to us that we could probably design something together and have some success or at least that would be fun. So about a year and a half later we were sitting on my couch at my apartment in San Francisco and we were smoking. We were smoking a joint actually.

We both are physically active. I play ultimate Frisbee, and Sasha does a number of martial arts and I was over 40 at the time, just over 40 and Sasha was in his late 30s, and we both agreed that while we really loved cannabis and how it fit into our lives in a really positive way we really didn’t like the effects of smoking because we could feel it in our cardiovascular system. We thought hey, there’s got to be a better way. So then fast forward a couple of months. I had the experience in the interim to try a product called the Volcano Vaporizer. It was a real epiphany for me in that I could see right away how much better the vapor version of aerosolized cannabis fit into my life than the smoke version. At the same time I also saw how that product was one that was likely to be a real niche product and not one that many people could fit into their lives.

I don’t know if any of your listeners have one. They probably have but it’s basically a big giant hair dryer turned up on end with a big giant bag that gets filled up and it does a good job making vapor, but it’s a pretty esoteric experience and kind of a tough one to have around the house, especially when company comes over, much less your parents or your kids for that matter. So it seemed like there was an opening there to offer something more portable and smaller that a person could use in their house or take out with them. So we decided that we would start working on something like that, and hilariously thought to ourselves hey how hard could this be. As it turns out it was a lot harder than we thought, but really rewarding in that we’ve had to learn so much in order to get the first product out.

Then follow that up with learning just as much, if not more, from our customers with their experiences with the first product that we then plowed back into development for the second product which we just released this year, the Firefly 2, and I think if I could characterize it, I would say that it has been a really rewarding learning experience and continues to be. Basically I feel like a perpetual student of trying to achieve some ultimate product for people which of course nobody ever does, but it sure is fun and interesting to go along the way and do your best to fulfill that vision.

Matthew: With a bong or a pipe or even a joint many people are used to the huge cloud of smoke that you exhale after inhaling and they want to see that verification that hey I got a good hit here and that’s what the white smoke is, but with vaporizers and the Firefly in particular that’s not always something you see or is even desirable. Can you talk a little bit about that?

Mark: Thanks for that question Matt. Yes I would love to talk about that because actually it’s a really fundamental difference between smoking and vaporizing and important with people’s expectations going into the experience so it’s great to get to talk to it. Basically when you’re taking a hit off a joint or a bong or a pipe or what have you and you’re exhaling all that smoke you’re essentially exhaling burning embers that did not stick to your lungs. So that’s good, but essentially also aerosolized cannabinoids and terpenoids that did not stick to your lung surface.

Basically you could look at it as waste product. I don’t mean product wasted that’s been processed by your body so it has not been metabolized by you. It’s essentially you put so much into your lungs that your body was not able to absorb it and actually usually with smoke you have a physical reaction where your body feels this urge to expel it because your body is designed to expel stuff that is not comfortable for it. Usually basically people wind up expelling some large percentage of the material that they paid for and just inhaled so they keep maybe, I’m making up the numbers so this is for sake of discussion, maybe 20% of that stays in your body from a puff and then the 80% you exhale out. So it’s essentially like taking 80% or some large percent of the material that you just paid for and just throwing it in the trash instead of actually using it.

So that’s what a big exhalation of smoke its. We’re a visually dominant species of course so it makes complete sense that we look for that cue first and foremost because that’s our primary way of navigating the world and our environment so it makes sense. Once you get a little bit deeper into it you realize the better way to gauge it is with your body and your mind. Specifically, how does something make you feel a few minutes later or actually 30 seconds, 2 minutes later which is actually what you’re trying to achieve anyway. When you’re enjoying something that you’re smoking, whatever it is, the point of the inhalation is not to blow out waste product. It is to get the feelings from that plant that you just inhaled.

Fortunately we think that vaporizing allows people to focus on this a lot better because you exhale essentially a lot less waste product because you’re not bringing burning embers into your lungs therefore the body’s involuntary urge to exhale strongly isn’t nearly as strong with most vaporizers because you basically don’t have burning embers in your lungs. So basically with a vaporizer you can expect to get a lot less white cloud than you would with smoking. This is a great thing because it basically means that you’re wasting a lot less of your product. You’re getting better absorption of the aerosolized contents of the product sticking to your alveoli in your lungs and then becoming absorbed into your blood steam which is essentially what you’re trying to do when you’re either smoking or vaporizing.

With the Firefly in particular we know that people are looking, because people are coming from a model of smoking often, they look for something analogous, that cue as an indicator of success. This is part of the big user education that’s an ongoing thing for us. When a vaporizer is working correctly you should actually barely have anything visible at exhalation at all because that would indicate that you’re running at closer to 100% efficiency of absorption of the material that you just vaporized. So you can imagine that if you get 100% efficiency, you actually would have no visible exhalation. If you’re running at 10% efficiency, you would have a giant exhalation. Which one ultimately do people really want they think about it? They want to actually enjoy the product that they usually paid a decent amount of money for.

So what we try to tell people is sure dial up the heat as far as you want to get a big cloud so that you know that it’s working and then we recommend dialing it down to the point where feel the effects that you want to but you don’t see a lot of waste product in your exhalation because that means you’re basically more efficiently using your material.

Matthew: Okay so once you’re satisfied like hey this thing does work, here’s the white cloud. Let’s dial it down and see what the effects are. Why is that important to be able to control the temperature as far as getting the most out of your flower and all of its properties?

Mark: It’s important because the plant does not vaporize at a single temperature, specifically talking about cannabis. No plant vaporizes at a single temperature. They vaporize at lots of temperatures. For instance THCA turns into Delta 9 THC at a very low temperature. Between 200-300 Fahrenheit. Then Delta 9 THC is vaporized around, roughly speaking, 380 Fahrenheit. CBD at maybe 360, and depending upon which guide you reference, the terpenes have vaporization temperatures all the way from the 200 to 400 Fahrenheit. So the point being that there’s not a single temperature that makes for the perfect vaporization temperature to enjoy everything in a plant.

So thus it’s good to have different temperature settings on your device, but more important than that is actually the way each puff unfolds. So what I mean by that is you can imagine something that gets what I think of as a static temperature setting, and this is the way that most conduction based vaporizers work. You set it for some temperature, let’s say 400 degrees, and then you wait around for a while and after like a minute or whatever the time is, it says okay I’m ready and then you inhale and you’re inhaling vapor at 400 degrees. That’s fine, but what it means is that the volatile terpenes that vaporize down at 220 degrees or 300 degrees or some of the more volatile cannabinoids that change state like THCA into Delta 9 THC, down at low temperatures, they’ve either undergone a chemical change or have actually off gassed and are now gone.

So the point being that with static temperature setting you don’t get to enjoy the whole plant. You’re basically enjoying everything that ideally vaporizes at that 400 degree temperature, but not the whole plant. Whereas in contrast with the Firefly it’s designed basically to go from room temperature up to where your maximum set temperature is with each inhalation. So you can imagine as you’re starting to inhale that first second you’re down at 100 Fahrenheit. Second number two you’re at 150. Second number three, 200 Fahrenheit. We’ve designed it for about an 8-10 second inhalation or 8-12 second I would say with 10 seconds being the average. By the time you get to the end of your inhalation you’ve reached the maximum temperature.

So the advantage of this approach, which we call dynamic convection because dynamic means that it moves, it that you go passed the individual vaporization points of every single desirable substance on the plant. You’re basically boiling off that molecule at whatever temperature it boils off at and inhaling it just in time. That basically essentially conserves your material a lot better because you’re only vaporizing as you’re inhaling and it means that you’re not off gassing stuff before you even get to inhale it, and you’re also not creating secondary chemical reactions that lead to undesirable compounds. That’s a bit of a technical answer and believe me it’s a challenge to do the education with customers, but we’re doing our best to learn how to simplify it.

Essentially dynamic vaporization is a lot better way to offer a whole plant experience and entourage effects that people are looking for in cannabis than a static vaporization experience. Does that make sense.

Matthew: Yes that makes total sense. You’re using different temperatures gets different parts of the plant into your body and you can just kind of dial it up and get different benefits and you can get different cannabinoids and also while conserving your flower. That makes total sense. I haven’t heard it put quite as succinctly so that’s really good to know. Mark you mentioned terpenes and it’s kind of a buzz word flying around now and a lot of people are geeking out on it and diving into that subject, and for good reason. There’s a lot to know and understand about terpenes. Can you tell us why terpenes are important, how you think about them and what we should know about them?

Mark: Sure. Well a lot of what I know about terpenes and what a lot of folks know about terpenes is think is derived from the work of a gentleman named Dr. Ethan Russo. I’ve seen a number of his lectures and he has both compiled a lot of historical information around terpene usage across the entire plant kingdom as well as contributed in unique primary research on the way that terpenes can be applied to the human metabolism and also is quite up on general literature of studies done like that around the world. So I wanted to give a shout out to him and a big thank you to him for everything he is doing in the field of advancement.

Basically terpenes can be thought of as the flavor and aroma components that are inherent in plants. So one that some users might be familiar with is called limonene which both occurs in a lot of cannabis strains but also occurs lemons and limes. In fact that’s what gives lemons and limes their distinctive smell. You can think of it as like the lemon oil. Similarly pinene is what gives pine cones their smell and so forth. So there are many of these things that occur throughout the natural and that occur in cannabis and it’s thought that these terpenes are what create the entourage effect of cannabis. Meaning that the whole plant experience when you take in not just the cannabinoids but the terpenes that are co present with them that you achieve a different overall result in your body as a result of taking everything in together.

For instance one could use a strain of cannabis that has a particular THC level but has a lot of mercene in it and that would tend to have sedative type of effects. So it could be better for sleeping. One could take a cannabis strain that has the exact same amount of THC in it but doesn’t have any mercene but instead has limonene and one might find a more stimulating effect from that. In fact that’s what people generally are referring to when they say oh is it indica or sativa, which generally in our culture has come to mean is it going to make me awake or is it going to make me go to sleep. Those are due very largely to what terpenes are present with the cannabinoid. So one could think of them as things that work with the cannabinoids to create specific effects in our body.

There’s plenty of very easy to understand analogies out there right now. Herbal tea, when you drink an herbal tea that has a certain terpene mix that comes from chamomile and lavender for instance we tend to find it sedative and relaxing. Similarly when you enjoy those terpenes in a cannabinoid situation and linalool by the way is the terpene that occurs in lavender that also occurs in some cannabis strains, you’re going to find yourself having a more relaxing sedative type of experience. So one can think of them as things that basically they are not the engine of a cannabis experience, but they’re a little bit like the steering wheel. They help point it in a certain direction relative to the way that your body is processing it.

Matthew: That’s an interesting metaphor. So I can start to see why it’s very crucial to be able to control the heat of your vaporizer as to not destroy the terpenes or get the terpenes you want out of the plant, but also you alluded to a little bit earlier about how Firefly it only heats the plant as you’re inhaling. I take it that most of the other vaporizers out there do something different.

Mark: That is correct. That was our specific design goal was basically to offer the whole plant experience we call it. You can’t really do that with a conduction vaporizer because conduction vaporizers are too slow. They take a while to reach a set temperature then they stick at that set temperature because it’s like an old fashioned oven model. You have to heat up all the metal or the ceramic or whatever the bowl is that’s holding your material. You kind of have to heat that up and that takes a while. Whereas with a convection vaporizer, depending upon the style that you are using, the heat up and cool down is a lot faster which means that you can basically be heating up or cooling down during a single inhalation which is what the Firefly does.

So yes to answer your question, the Firefly works really fundamentally differently than any other vaporizer out there, even other convection vaporizers. For instance the (27.28 unclear) which by the way I think are good products, but they’re what I would term as static convection vaporizers meaning that they reach a set temperature and they just stick there so that when you’re inhaling you’re inhaling at that set temperature only. Whereas the Firefly in contrast is a dynamic convection vaporizer meaning that the temperature is changing as you’re inhaling which we think is a much better way to offer the whole plant experience.

Matthew: So with other vaporizers I’ve seen how do you know when the flower is spent. My kind of shorthand is if it smells like kind of a burnt popcorn kernel, if you put your nose to the flower, it’s probably spend, but I don’t really know. How do you know?

Mark: It’s kind of subjective. I gauge it certainly by vapor volume, by flavor to a degree but also visually. Really when it looks like the crumbs scraped off of some well done toast, not black, but a really dark brown and it’s reduced in size by a good 25 to 40 to 50 percent, then I tend to think it’s about done. A simpler way is, as it applies to our product, is okay how many puffs do you think are in a typical bowl, and if you fill up our bowl to the top, which is how we recommend using it and you take five puffs and then turn the material, give it stir and basically turn it over and take another five puffs, we think that ten puffs is about a bowl’s worth in the Firefly. Some people think that it’s seven and some people think that it’s 15 because it really depends on how long you’re inhaling for. I don’t think I have a very good answer for you Matt because I think it’s subjective.

Matthew: Sure, sure.

Mark: So I use a combination of flavor, vapor quantity and visual appearance and also volume because you can imagine that as you’re actually inhaling all the vapor and what used to be liquid in the plant then you are just left essentially with the cellulose material which is a lot less. So basically I just have what looks to be kind of darker brown cellulose that doesn’t really have any of the terpenes left. It doesn’t have any resinous quality left. It seems pretty dry. Essentially when it’s really dry that’s when you know that it’s pretty much done.

Matthew: Does Firefly work with concentrates just as easily as flower?

Mark: Yes. Thank you for asking. Yes indeed it does. The growth of concentrates have been amazing, but not surprising because certainly the economics of it makes sense because it was a way for growers to turn their trim into material that was as valuable as their flowers. So it totally makes sense from a grower’s perspective. In any case, without getting into why people like concentrates, the answer is yes. All you need to do is we include concentrate pads in the Firefly and they’re essentially little, very clean stainless pucks that are little brillo pad that you just stick right into the bowl and your can dab your material onto there or you can drip it depending upon the consistency, and you only need about a rice grain amount’s worth to put on that little sub-straight.

Then with our free app you can turn the temperature to concentrates temperature which is a maximum about 500 Fahrenheit which is a lot lower than the way that most other concentrate devices work, and it’s because you need a little more heat for concentrates but not as much as most people think because concentrates these days are often, in the way that they’re processed, are already decarboxylated, meaning that the THC acid or CBD acid has either been turn into Delta 9 THC or CBD respectively, and thus is bioavailable already. So all you really need to do is aerosolize the concentrate and it’s pretty much ready to be absorbed and metabolized without needing to be converted from one form to another due to heat.

So basically the upside of this is that you can enjoy concentrates at a lot lower temperature than people think they need to. For instance the folks who use really high temperature dabbing rates, when you use a blow torch to get a titanium nail up to some extremely high temperature like 900 degrees Celsius or 1500-1600 degrees Fahrenheit. It’s actually totally unnecessary. Really all it’s doing is burning your material. The cannabinoids and the terpenes that you’re looking to absorb into your body are actually available to your body at down around 300 to 500 degrees Fahrenheit.

Matthew: Oh my god that’s a big difference. That’s a third or a fifth.

Mark: It’s a huge difference. It’s a huge difference. The big difference is that you can actually taste what a concentrate tastes like with the Firefly which is our big selling point for concentrates. In fact it seems like now that a whole lot of our users use it as much for concentrates as they do for flower because people have their own specific likes and the Firefly delivers concentrates with a flavor and sort of a preservation of the original material that I don’ think any other vaporizer can touch.

Matthew: Speaking of concentrates there’s a lot of people that say hey I like the concentrates that come from butane and others say CO2 is just as good. These might be the same people that say I like to listen to records on vinyl vs. CD. I don’t know how much of a big of a difference is there, but do you hear that often. Hey I like my concentrates that were extracted from butane and others that are saying CO2. Is that a thing?

Mark: It is. I think butane’s gotten a bad rap in that there are, well first of all the process is more dangerous in how it can be explosive, but that aside, assuming that you’ve got somebody who is doing things in a responsible way, butane and hexane leave very small residual amounts, very very small. Does that matter? Maybe, maybe not, but they do tend to preserve the terpenes in plants better than CO2 which essentially really wipes them right out. There are more advanced CO2 extraction methods which do terpene preservation where basically it’s partial, fractionated recapture of terpenes which then get added back in, but CO2 basically strips out all the terpenes. Whereas butane or hexane tend to preserve them more.

So just on their face, while butane and hexane might have some very small trace amounts of residual hydrocarbons, and I do mean very small and it really depends on of course the quality of the extractor. CO2 won’t have those which would be a thing in its advantage, but to its disadvantage it tends to just get the heavier molecules and wipes out the terpenes. So really the majority of CO2 extracted oils that are out there on the market, if they have any terpenes in them, they’ve been added back in after the fact by people who are essentially approximating what the original terpene balance was in the plant. So while CO2 might be technically a little cleaner it often basically has less information in it than other forms of extraction. One can look at it that way. In fact that’s how I how I look at it.

I look at the plant or an extract or whatever form of it as essentially information because that’s how your body looks at. Your body looks at it as information. There is undoubtedly a lot more information in a plant, in the flower of a plant than there is in an extract from that flower because the extract by definition is less. It’s less meaning that it doesn’t have the cellulose which you don’t really want anyway, but also often loses some of the more nuanced relationships between minor ingredients like terpenes which actually really matter. So that’s a bit of a tangent, but yes the extraction method does matter. One always needs to know that whatever extract they’re using it does contain less information than was originally present in the flower or the plant, which some people like.

Some people like the fact that for them they can feel a little “cleaner”. I think a more accurate way to put is that it can feel a little simpler. It’s like listening to a symphony and taking out the woodwind section and only hearing the strings. That’s maybe a more useful analogy.

Matthew: Yeah that’s good. So from a purist point of view they might say hey if I want to preserve as much as much of the integrity of the original organic terpene profile, first have a Firefly, have a concentrate pad in there. You’re burning it at a much lower temperature, a third or fifth of what a nail would be heated to with a blow torch and if possible it was butane extracted because then you know you’re getting the original profile as close as possible in concentrate form. If you choose to go the CO2 route, it’s probably more advantageous for the producer that you’re getting less of the original profile of the plant. Would you say that’s a good summary?

Mark: Yes I would say that with one small caveat being that it really matters to know your extractor, how good they are because I actually like butane extractions, but only by certain extractors who really really know how to purge those hydrocarbons out of the finished product. That is not the case for every extraction. So it’s case by case but if you have (39.02 unclear). I personally think, and this is just a personal opinion, that they tend to be more flavorful and fully featured than CO2 extractions, but a lot of CO2 extractions really depend upon the skill of reintegration of terpenes by the particular extractors. So really I would say it comes down to the quality of the people doing the extraction.

Matthew: Okay that makes sense. That’s fair. Tell us a little bit about the companion app that goes with the Firefly.

Mark: Sure it’s available for IoS or for Android. The primary function is that it lets you set different temperatures so different sort of maximum temperatures for the Firefly, but it also allows you to sort of change how you get to those temperatures. A simple way to look at it is that you can set a max temperature for let’s say 400 degrees and that you get there over the course of let’s say ten seconds. We also have a feature in there that’s more than just the max temperature. We call it power tuning, but its effect is how fast you get to that max temperature. So instead of getting there in 10 seconds you can get there in five seconds.

With the Firefly and the app essentially what we designed it to do is not just control temperature but allow you to customize how your experience unfolds which is a whole other level of nuance and sophistication that our users really appreciate because as it turns out not everybody wants their vaporizer to work exactly the same. Most people actually want it to work differently than anybody else’s and so what we’re doing is we’re learning how to provide just more customization options so that any user can basically dial it in to be exactly the experience that they want, and that’s what we’re basically in continual pursuit of that Matt is how do we make it flexible in a way that people understand and is simple enough to use that allows them to customize the experience to exactly what they’re looking for.

Matthew: Okay that makes sense. Let’s get into a specific example. How do you use your Firefly or how do you adjust the settings to get your kind of unique snowflake type of inhalation?

Mark: Well it depends on if I’m using flower or concentrate. I actually like it a little cooler than most people so I’m usually on medium/high which is our default setting which is about a 400 degree max temperature. I’ve actually turned my power tuning down a little bit depending upon if I want to focus more on terpene enjoyment. Our power tuning basically has percentages from 89 to 111% with the factory setting being 100 percent. I turn mine down to 98 because that gives me just a slightly longer hit which I like that focuses a little bit more enjoyment on the terpenes. So it basically just let’s me really get into the flavor of different strains because we’re so fortunate living in California that we actually get to have access to all these incredible products that so many great growers from around the state are producing.

So I’ve sort of dialed my Firefly into that, but I’ve also for demo purposes dialed Firefly to that same medium/high where I turn power tuning to 107% it means that that hit comes on a lot sooner. Instead of unfolding over 12 seconds, it unfolds over 5 seconds. While that isn’t the way that I want to enjoy it, it’s a great way to demo it to people who are having their first experience because it gives them that feedback that you were talking about that’s so important really soon, and they have a big exhalation and they go oh wow that was amazing. Then that’s a great point of departure to allow people to then start to dial it down to something that maybe gives a more full spectrum offering of the plant. Does that make sense?

Matthew: Yeah that makes perfect sense. What if you want to go out on the ultimate Frisbee field and be LeBron James of ultimate Frisbee, what do you dial into for that?

Mark: Well I dial the way back machine to be about 15 years younger.

Matthew: That’s how to do it right there.

Mark: First and foremost.

Matthew: That might be a psilocybin we’re talking about.

Mark: In micro dosing heck yeah that would be fantastic.

Matthew: Okay. That’s actually becoming quite a thing out there in Northern California is the micro dosing of psilocybin for creativity, breaking up monotony, doing a lot of things. By the way I’m not recommending this to anybody, but I mean have you heard about this people micro dosing for creativity and work to be clear not to have a full psychedelic experience but just for different reasons allowing them to work in a different way and still be functional.

Mark: Yes I’ve heard about it. I actually study it fairly deeply.

Matthew: How good.

Mark: Basically because I’m a believer in it. I forget who said this, probably somebody from ancient Greece, but the difference between medicine and a poison is the dose. One can carry that a little bit further and say the difference between a medicine that has really pronounced effects and a medicine that has really subtle effects is also the dose.

Matthew: Right.

Mark: And that’s actually one of the ways that I use cannabis that I want to put out there to your audience that the Firefly is really ideal for micro dosing in that you can take a very small two or three second inhalation and just get a little bit which gives you essentially incredible titration ability which basically means how much you dilute it in air. It basically let’s you get exactly the effect that you want because the worst thing is having too much of any drug, whether it’s alcohol or cannabis or psilocybin or god knows any number of pharmaceutical opiates for instance. The worst thing is having too much.

It’s great to have too little because then you can always add a little bit more in a way that’s safe and responsible and that you have enough time really gauge the effect of. So I’m a huge believer in micro dosing in general and I believe one can think that we actually micro dose ourselves with food and drink every day, tiny amounts of magnesium in this particular plant for instance one can think of taking in micro dosing of certain minerals or what have you or vitamins. So extending that concept from things we ingest through food to things that we normally think of as just being psychoactive I think is a great sort of extension of that concept and we can learn how those things are applicable in our lives, if they are. I’m not saying that they are and I’m not recommending to anybody that they do it, but for those who are on that journey I think what they’re finding is that there can be a place for responsible very small amount usage that is below the threshold of any sort of experience that changes your perception of reality but gives you a slight effect like wow I focus a little better for a few hours.

A lot of the things that essentially are pharmaceuticals are designed to offer, I think, and people are finding that with micro dosing various substances they might get similar effects with a lot less of the metabolic byproducts that are undesirable.

Matthew: Yeah there’s so much to talk about in that field. Psilocybin the mushrooms and also MDMA. There are so many different fields of research there that there’s a lot of promise on what it can bring into the human domain in the future. So that’s an intensely exciting topic.

Mark: May I say just a little bit more about that Matt?

Matthew: Sure please.

Mark: I find it so exciting because it really also opens up what is inherently a more responsible and rational dialogue at the national level about it because for instance you’re testifying in front of Congress in some hypothetical situation about micro dosing psilocybin mushrooms which our federal government says oh this is dangerous. It has no medical use. It’s horrible. It’s the worst thing ever. We’re going to throw you in jail because you’re using it because it makes you think out of the box that we would like you to think for instance. It potentially causes some destabilizing effects on society. All of a sudden if now you’re reframing that discussing saying well I’m taking below what is termed a psychoactive dose. It’s not affecting my ability to communicate or do anything in the default world, and here’s what I think the benefits are to me without there being any obvious disadvantages to society, then it’s a different conversation entirely.

I think it’s really responsible and then all of a sudden you can have a conversation on the merits on the actual experience itself rather than all the dogma that stems from sort of puritanical heritage of being afraid of the experiences that we have, especially when it comes to things that change our fundamental perceptions. So I love the fact that the discussion is happening because it’s impossible to approach it dogmatically anymore. Nancy Regan, Just Say No, this is say no to drugs. This is the worst thing ever. You can have that if you’re talking about micro dosing because you’re not bringing on the psychoactive effects that the government is afraid of at that point which means that you’re having a totally different conversation about what the actual experience is rather than the hypothetical feared experience.

Matthew: Great points. Great points. So much stuff going on there. I love it. I believe Tim Ferris, the Four Hour Work Week author is funding a psychedelics research project at John Hopkins University in Maryland to see if they can document some of the benefits and then use that research to move the conversation forward.

Mark: Good for him. That’s fantastic to hear.

Matthew: Yeah. Mark I want to ask a couple of personal development questions to help listeners get a better sense of who you are. Is there a book that has had a big impact on your life that you would like to share with CannaInsider listeners?

Mark: Thanks for asking. Yeah, by the way when I was doing my prep I saw this at the end and I was like wow how cool that you’re asking that. It’s a real privilege to get to share one’s perspective so yes. There’s a lot of them. One in particular that jumps out is called The Book by a gentleman philosopher named Alan Watts, and it had a really profound impact on my life because I’ve been interested in personal develop in better understanding my place in the universe, for lack of a better term, spiritual development, but not necessarily perspective of any one tradition and isolation. I’m really interested in how we can learn from all traditions and even in fact learn from things that aren’t captured by any traditions.

So I thought that his book called The Book, which the subtitle is On the Taboo Against Knowing Who You Are, for me was tremendously eye-opening and really added to a greatly sort of expanded idea of self and my place in the universe in a really healthy way. So that one I can recommend to anybody. It can definitely cause some alteration in one’s belief system as it did for me, but I found that largely to be a really positive thing. It doesn’t not require that you believe in anything. There’s nothing to do with that. It’s just maybe a broader way of looking at the universe and your place in it. So that’s one that I can highly recommend to people. It made a big positive impact on my life.

Matthew: Well that’s easy to remember, The Book, by Alan Watts. Great. Is there a tool other than the Firefly, web based or otherwise that you consider indispensible to your day to day productivity that you can’t imagine living without?

Mark: Wow let’s see here. I can kind of imagine living without any really.

Matthew: Society won’t let you though.

Mark: Exactly, it’s so true. I mean certainly my phone I think as much as anything. I know that that’s not a particular interesting answer, but it’s probably the best one I can give just given that we’ve become so reliant on it as our extension of our brain, our external brain, but more so just the connectivity. I mean for people who are younger they might not have a frame of reference but my gosh the connectivity that we have now compared to 30 years ago is just mind blowing. It’s incredible how all of a sudden it’s like we’re now part of a neuronet that is many billions of neurons connected with literally a latency of a couple seconds to make a text or a call or an email or what have you or Tweet or blah, blah.

Matthew: It is.

Mark: And we weren’t able to sort of self-assemble into these neuronets with anywhere near the amount of speed or completeness of scope just a few decades and now we can and it’s amazing to me because who knows what exactly is emerging over the next few decades but definitely something different is emerging and it’s pretty fascinating. It feels like being sort of at the cusp of a formation of being part of a world brain and it’s darn cool.

Matthew: Yeah good points.

Mark: I would say my phone a tool, but also my micro screwdriver set and my digital calipers which I use to measure really small parts because actually I’m still involved with the technical details of everything we do. So my micro screwdriver set which has all the different screw heads, bits and everything and they always try to take it away from me in the Hong Kong airport but I don’t let them. Yeah those things. Also of course my multimeter which is a really good one. It lets me test resistance and voltage and amperage and all manner of things electric. Basically my little micro mechanical and micro electrical tools I’d say are things that I can’t conceive of being without.

Matthew: Excellent. Well Mark as we close can you tell listeners how they can learn more about a Firefly and how to buy one if they’re interested?

Mark: Well thanks yes. You can buy the Firefly at lots of smoke shops around the country or dispensaries in the states where those apply. You can buy it through our Vape World or a number of other partners online, but we prefer if you buy it through us of course because that’s how we make the most money and we sure do appreciate people who choose to do that. The website you can buy it directly from us at www.thefirefly.com. We have basically a lot of the information I’ve talked about as well as other information on the website so people with questions can usually get answers to anything. If anyone who is interested in looking, please stop by and take a peak and I thank anyone in advance for their time and interest in what we’re doing.

Matthew: Mark thanks so much for joining us on CannaInsider today. We really appreciate it and good luck with you and everything with the Firefly.

Mark: Thanks so much Matt. It’s been a real pleasure to talk to you and thanks very much for having us on your show. I really appreciate it.

Matthew: If you enjoyed the show today, please consider leaving us a review on iTunes, Stitcher or whatever app you might be using to listen to the show. Every five star review helps us to bring the best guests to you. Learn more at www(dot)cannainsider(dot)com/itunes. What are the five disruptive trends that will impact the cannabis industry in the next five years? Find out with your free report at www(dot)cannainsider(dot)com/trends. Have a suggestion for an awesome guest on www(dot)cannainsider(dot)com, simply send us an email at feedback(at)cannainsider.com. We would love to hear from you.

Please do not take any information from CannaInsider or its guests as medical advice. Contact your licensed physician before taking cannabis or using it for medical treatments. Lastly the host or guests on CannaInsider may or may not invest in the companies or entrepreneurs profiled on the show. Please consult your licensed financial advisor before making any investment decisions. Final disclosure to see if you’re still paying attention. This little whistle jingle you’re listening to will get stuck in your head for the rest of the day. Thanks for listening and look for another CannaInsider episode soon. Take care. Bye-bye.