What’s the most underrated role in the cannabis industry right now?

Everyone talks about cultivators, brand founders, and influencers but in your experience, which behind-the-scenes roles are absolutely critical but rarely get the spotlight? I’ve met some insane budtenders who basically are the sales funnel, and some packaging designers who probably convert more customers than marketing ever could. Would love to hear what roles you think are undervalued or ones you wish got more investment/attention in the space.