The impact of Tiktok shops for brand awareness and community building, not just for sales. The discussion also touched on the potential influence of Tiktok shops on content creation and influencer marketing.In this episode, Jordan West and Lance Patterson, CEO of Juice Beauty, a brand making waves in the beauty industry shared insights and expertise on the transition to authenticity on Tiktok, differentiation in the beauty market, and the challenges and opportunities in the world of ecommerce. From navigating the impact of Tiktok shops to the evolving landscape of influencer marketing, this episode is packed with invaluable advice for businesses looking to thrive in the digital age. Listen and learn in this episode!Key takeaways from this episode:The significance of surrounding oneself with amazing people for business successThe need to keep up with the fast pace of consumer behavior and changing dynamics of business relationships in the e-commerce industry.The focus is on the smallest addressable market and its significance in product development and marketing strategy.Insights into allocating investment in team, targeted media, and influencer relationships for effective audience engagement.Recommended Podcast/Audiobook:The Diary of a CEO: https://stevenbartlett.com/the-diary-of-a-ceo-podcast/ Today’s Guest: Lance Patterson is a seasoned CEO with a background in managing brands in Europe and the UK. After returning to the US, he joined a skincare company as CEO but was introduced to Karen, the founder of Juice Beauty, and became captivated by her passion for organic and wellness. They connected over their shared values and started collaborating on innovative ideas for clean skincare. Lance's journey has led him to become a driving force behind the organic skincare movement.Connect and learn more about Lance and Juice Beauty:Website: https://juicebeauty.com/ LinkedIn: https://www.linkedin.com/in/lance-patterson-2695bb24/ Growth Plan: www.upgrowthcommerce.com/growThis episode’s sponsor is OneClickUpsell- increases your Shopify revenue 10–20% by offering your customers highly-targeted upsells and cross-sells on every purchase. OneClickUpsell is the original upsell app for Shopify, and it’s highly-profitable upsell funnels have already made half-a-billion dollars (that’s BILLION with a “B”!) in additional revenue for their users! Don’t miss out on another dollar in free upsells. Learn more here: OneClickUpsell Get 5 Offers for 2 Products (10 in total) along with 10 highly engaging tried and true creatives, 30 captivating headlines, descriptions, and ad texts sent to you for only $99. Go to https://www.upgrowthcommerce.com/offer and order now - this offer is only available for a limited time. We love our podcast community and listeners that we have decided to offer a free e-commerce Growth Plan for your brand! To learn more, click here: upgrowthcommerce.com/grow