Your Next Move: Learning How to Be Successful on TikTok

Episode Release Date: May 13, 2025
Host: Diana Ransom, Inc. Executive Editor
Guest: Lauren Lockwood, CEO of Lion Latch
Produced by Inc. Magazine and Capital One Business

1. Introduction and Background

In this engaging episode of Your Next Move, Diana Ransom interviews Lauren Lockwood, the CEO of Lion Latch, a Texas-based company ranked #441 on the 2024 Inc. 5000 list. Lion Latch specializes in creating easy-to-carry protective cases designed to hold jewelry and other small valuables during travel.

Lauren's Origin Story:
Lauren's entrepreneurial journey was sparked by a personal mishap: "I caught a softball and it bent my engagement ring, and it knocked out a dime, and I couldn't find it" (03:37). This incident inspired her to develop a solution that prevents such losses, leading to the creation of Lion Latch.

2. Shark Tank Experience

Lauren shares her experience appearing on the popular TV show Shark Tank, highlighting both the challenges and unexpected benefits of being featured on the show.

Joining the Shark Tank Network:
"Once you air on Shark Tank, you're invited to a group of, like, trusted entrepreneurs who have been there, done that" (00:55).

Emotional Rollercoaster:
Initially, Lauren faced disappointment after not securing a deal: "I worked three years to get on this show for y' all to tell me I don't need you. And I was angry" (01:19). However, three years later, she reflects positively on the long-term benefits, stating, "Shark Tank opened a ton of doors for me" (09:43).

Displaying Resilience:
Lauren candidly discusses the mental strain of appearing on national television: "I felt like a loser because I didn't get a deal... there was a lot of stress that goes with it" (02:28). Despite these challenges, her perseverance paid off, leading to significant business growth.

3. Product Creation and the Story Behind Lion Latch

Lauren delves into the unique design and functionality of the Lion Latch, emphasizing its practicality and innovation.

Product Design:
"It is a small cylinder container, and it doesn't unscrew... you can't pull the lid off when this carabiner clip is latched on" (06:54). This design ensures that valuables remain secure and easily accessible.

Utility Patents and Market Need:
Lauren holds two utility patents for Lion Latch, underscoring the product's uniqueness: "I have two utility patents on the design, and it is new to the market" (07:48). She identifies a clear market need, noting that people often lose jewelry by placing it in inconvenient locations.

4. TikTok Strategy and Success

A significant portion of Lion Latch's recent success is attributed to their strategic use of TikTok, leveraging the platform to drive sales and engage with customers.

Reluctant Start:
Initially hesitant to appear on camera, Lauren's shift to TikTok was encouraged by her students: "My high school students were like, Ms. Lockwood, you're going to love this. You're going to be so good at this" (04:08). Overcoming her fears, she began creating content herself after initially outsourcing it.

Viral Growth:
Lauren's authentic and relatable content resonated with viewers, leading to viral success: "My videos started going viral. I've since become the first TikTok shop... I was the number one seller for the entire month of March and April" (05:11). This momentum culminated in an invitation to speak on a TikTok panel in France and a meeting with TikTok's CEO (05:25).

Customer Engagement:
By involving her audience in product development, Lauren fosters a strong community: "I asked them, what sports do you want to see next?... We collect the comments now" (05:40). This interactive approach ensures that Lion Latch continuously meets customer desires, such as expanding into sports-specific designs like field hockey and lacrosse.

5. Handling Counterfeits and Defending the Product

With success comes challenges, including the emergence of knockoff products. Lauren discusses how she navigates this issue.

Detection Through Social Media:
Lauren recounts a distressing moment when a knockoff appeared on Target, alerted by her loyal social media following: "I saw this on my grandma's fridge... my followers are commenting, telling Target, do the right thing" (10:58). This highlights the power of a dedicated online community in safeguarding brand integrity.

Legal Protections:
Holding utility patents provides a layer of defense: "I have two utility patents" (11:12). Lauren expresses hope in resolving counterfeit issues amicably with retailers like Target by leveraging her patents and community support.

6. Entrepreneurial Journey and Balancing Personal Life

Lauren candidly discusses the challenges of balancing entrepreneurship with family life.

Personal Sacrifices:
As a mother of two, Lauren shares the strains of entrepreneurship: "I don't even remember to eat lunch... I'm over here grinding" (12:28). The lack of a structured schedule contrasts sharply with her previous career in education.

Support Systems:
Her husband plays a crucial role in managing daily tasks, allowing Lauren to focus on her business: "My husband has to go get lunch and be like, hey, it's lunchtime" (13:00).

7. Shark Tank Community and Networking

Maintaining connections within the Shark Tank alumni network has been instrumental for Lauren.

Annual Reunions:
Lauren describes the camaraderie and support among Shark Tank entrepreneurs: "At least once a year... it's wherever you want it" (15:37). These gatherings foster relationships and mutual support, exemplified by friendships formed with fellow panelists like Katie.

Growing Community:
The network has expanded to 700-800 members, providing a robust support system for current and aspiring entrepreneurs: "It's been really cool to see people who were... just freaking crushing it" (16:10).

8. Closing Remarks and Future Outlook

Lauren reflects on her journey and looks forward to future milestones.

Optimism Amid Challenges:
Despite encountering product knockoffs and other hurdles, Lauren remains optimistic: "I've learned from being on Shark Tank that you can turn a negative into a positive" (11:14).

Aspirations:
She expresses a desire for major retailers like Target to adopt the authentic Lion Latch, emphasizing ethical business practices: "Do the right thing, Target" (17:10).

Community and Gratitude:
Lauren acknowledges the importance of her supporters and the business community: "I'm so thankful that people are along for the ride with me" (09:54).

Notable Quotes

• "Once you air on Shark Tank, you're invited to a group of, like, trusted entrepreneurs who have been there, done that." – Lauren Lockwood (00:55)

• "I worked three years to get on this show for y' all to tell me I don't need you. And I was angry." – Lauren Lockwood (01:19)

• "My videos started going viral. I've since become the first TikTok shop." – Lauren Lockwood (05:11)

• "It is a small cylinder container, and it doesn't unscrew... you can't pull the lid off when this carabiner clip is latched on." – Lauren Lockwood (06:54)

• "I have two utility patents on the design, and it is new to the market." – Lauren Lockwood (07:48)

• "I saw this on my grandma's fridge... my followers are commenting, telling Target, do the right thing." – Lauren Lockwood (10:58)

• "Do the right thing, Target." – Lauren Lockwood (17:10)

Conclusion

Lauren Lockwood's journey with Lion Latch exemplifies the resilience and adaptability required to thrive in today's entrepreneurial landscape. From navigating the pressures of national television exposure to harnessing the power of TikTok for business growth, Lauren's story offers valuable insights for aspiring entrepreneurs. Her commitment to innovation, community engagement, and ethical business practices underscores the essence of success in the modern marketplace.

For more inspiring conversations with top entrepreneurs and business leaders, subscribe to Your Next Move on Apple Podcasts, Spotify, or your preferred podcast platform.