"Serve, Don't Sell" is a popular mantra in the business world to increase sales, but it has taken on new meaning for me in this era of COVID-19. The Massachusetts Adult-Use cannabis industry to which I provide accredited, state-mandated Responsible Vendor Training (RVT) has been shuttered for weeks by the state's emergency lockdown with no firm end in sight, leaving many business owners and workers in the industry on the brink of financial ruin. While there's not much I can do, it gives me my own small chance to serve and not to sell. Each Friday through the end of May, I am offering my online RVT course for free (subject to course size limits). No gimmicks. Book online using the coupon code "Serve, Don't Sell" at checkout.