We never thought we’d admit this, but TikTok finally got us. Not the dances (though our kids would pay real money to see that). Not the hacks for cleaning grout or making three-ingredient dinners. What grabbed us was a trend we didn’t see coming: The Great Lock-In.
And honestly? It hit us right between the eyes.
Because here’s the truth. We went hard in the first half of the year. We weren’t just busy; we were sprinting. We finished our book (huge milestone), sent it off to the publisher (cue champagne), and then hit that purgatory known as “the waiting process.” The part where the adrenaline fades, momentum slips, and you start wondering if you’ve actually forgotten how to do your job.
Add in summer, and the slide was inevitable. If anyone knows how to wring joy out of a season, it’s moms with nine kids. Victoria was in Michigan, soaking in the lake life. Beth was in Northern California, embracing coastal hikes and indulging in some serious wine tasting. We had fun reconnecting with family and friends and remembering why we worked so hard. Just to be able to enjoy summers like this. But when it came to business, the e-book we swore we’d launch sat in Google Docs, untouched.
This week, though, we had our come-to-Jesus meeting. One of those brutally honest conversations where you stop pretending “it’s fine” and face the obvious: we’d lost focus. So we decided that we need our own Great Lock-In.
What a Lock-In Means (Maverick Edition)
A “lock-in” isn’t about punishment. It’s not about working harder, later, or longer. (We’ve already done the 80-hour week hustle, and spoiler alert: it doesn’t lead to freedom.) Locking in is about intentional focus. It’s about choosing the one thing that matters most, stripping out all the friction, and committing to show up until it’s done.
Here’s what our Maverick Lock-In looks like:
1. Start small. Stay consistent.
No big overhauls. Just actions we can actually repeat.
- Mondays: to-do meetings.
- Fridays: wrap-up calls.
- Each week: one big hairy goal, plus one “nice-to-have” win.
Consistency compounds. We’d rather nail two important actions every week than dream up ten and execute none.
2. Track the wins. Visibly.
Accountability matters. So our amazing team member, Emily, will text us daily: what she got from us, and what she didn’t. Brutal, but effective.
3. Follow the “never miss twice” rule.
We’re realistic so we changed this to “never miss three times”. We are still moms first, partners, caregivers and trying desperately to stay in shape. So we are going to miss a few days. We are giving ourselves some grace. But three times is going to be our line in the sand.
4. Eliminate friction.
Our friction isn’t from laziness. It’s overcommitting. We pile on so much that nothing moves forward. So now we’re choosing one ultra-focused goal each month. And for September, the goal is simple: launch the e-book.
The Personal Lock-Ins
We’re not just CEOs; we’re humans with our own weaknesses. Which means we’ve got personal “lock-ins” too.
- Beth’s lock-in: Mornings. She’s been dragging them out, staring at her gorgeous Golden Gate bridge view instead of getting started. The fix? A walk + a podcast before noon, every day. Current favorite: Meghan Stephenson’s Kind of a Big Book Deal.
- Victoria’s lock-in: Time Blocking. Lately, she’s been burning half the day just deciding what to do. So now she’s flipping the script—setting her priorities in advance, mapping what matters most, and scheduling when it gets done. The virtual planner is officially back in play.
Why Locking In Matters
Here’s the thing: momentum is fragile. When you’re building something new, every stall costs you. You don’t just lose time; you lose confidence, clarity, and sometimes even revenue.
Locking in is how you get it back.
It’s not about hustling harder. It’s about designing the rules that keep you on track when life, kids, clients, and curveballs try to pull you off it.
- Locking in means saying no to 10 different distractions so you can say yes to the one move that will actually shift your business.
- Locking in means admitting you don’t need a new productivity hack—you need discipline, structure, and a teammate who will hold your feet to the fire.
- Locking in means accepting that growth doesn’t happen in giant leaps. It happens in small, deliberate steps you repeat until they stick.
Our One Big Goal
For us, the Great Lock-In isn’t about doing everything. It’s about doing the one thing that matters most right now: monetizing our work in a bigger way. That starts with the e-book.
September = e-book launch. Period. No new side projects, no shiny distractions. Just this.We’ve set our rules, drawn our lines, and committed to the climb. Now we want to know:
What are you locking in on?
Is it a product launch? A pricing reset? Finally hiring help? Or maybe it’s something personal, like fixing your mornings, guarding your time, or carving out space to think bigger.
Whatever it is, write it down. Say it out loud. Tell someone who will hold you accountable. And then lock in.
Because the truth is, success isn’t built in the big, flashy moments. It’s built in the daily grind of showing up, choosing the right path, and refusing to miss twice.
We’re locked in. Are you?
