Transforming Setbacks into Superpowers

6 days ago
3 min read

Updated: 2 days ago

Lessons from Rob Law MBE, founder, Trunki & Zeepy

Every founder knows the highs and lows of building something from scratch but few have lived that rollercoaster quite like Rob Law, the creator of the iconic ride-on children’s suitcase, Trunki.

Speaking at FOUND London, Rob shared the real story behind his journey - from rejection on Dragons’ Den to international success, from legal battles with copycats to launching his new AI-powered family sleep venture, Zeepy.

His story isn’t just inspiring, it’s a masterclass in turning setbacks into superpowers.

Rejection Isn’t the End, It’s Redirection

When Rob appeared on Dragons’ Den back in 2006, investors dismissed his idea after a prototype strap broke on air. Where most people would’ve quit, Rob didn’t.

Instead, he used that rejection as fuel. “It made me double down on proving the concept worked,” he explained. Rather than chasing investor approval, he went straight to customers - gathering feedback, refining the product, and finding traction internationally when UK retailers weren’t convinced.

Founder takeaway: Don’t let a “no” define your story. Let it redirect your focus towards the people who matter most: Your customers.

Go Global Early

Just when Trunki started gaining traction, disaster struck. The 2006 UK hand luggage ban made it impossible to carry their suitcases on planes.

Rob’s response? Go international. He expanded to overseas markets where the ban didn’t apply, turning a local crisis into global opportunity.

Founder takeaway: Don’t wait until you’re established to think globally. Expanding into new markets can de-risk your business and open doors you didn’t know existed.

Losing a Legal Battle and Winning a Brand War

Trunki’s ride-on suitcase design was copied dozens of times. Rob spent years fighting to protect it, even taking the battle to the UK Supreme Court.

He ultimately lost but the publicity told a different story. Trunki became a household name, and loyal customers rallied behind the brand.

“They copied the product,” Rob said, “but they couldn’t copy the brand.”

Founder takeaway: Product features can be replicated. A strong brand, one built on trust, story, and emotion, can’t.

Building Smarter with AI

After exiting Trunki in 2023, Rob launched Zeepy, a new venture tackling family sleep challenges through playful, AI-powered storytelling and products.

He’s applied every lesson learned: scalable design, recurring revenue, and smart use of AI to speed up product visuals, creative content, and even podcast production.

Founder takeaway: Use modern tools like AI to do more with less. It can really supercharge your creativity.

Know Your Real Customers (There’s Probably Two of Them)

Trunki succeeded because Rob understood both his customers: parents (the buyers) and kids (the users). Products had to delight children but reassure adults, which is a dual focus he’s continued with Zeepy.

Founder takeaway: If your business serves multiple audiences, design and market for each intentionally. Understanding their distinct needs builds loyalty that lasts.

Focus on What You Can Control

Through copycats, court cases, and chaos, Rob’s biggest lesson was simple: focus your energy where it counts.

“You can’t control competitors, markets, or legal decisions,” he said. “But you can control how you respond.”

That mindset kept Trunki moving forward and it’s one every founder can take back to their business.

Founder takeaway: Don’t fight every battle. Direct your energy to what drives growth, not what drains it.

Key Lessons for Founders

Reframe rejection as redirection: every “no” can reveal a better path forward.
Build your brand, not just your product: your reputation outlasts any patent.
Think global early: international diversification builds resilience.
Leverage AI: use modern tools to design, test, and scale faster.
Focus your energy: invest in what you can control — and let go of the rest.

Rob Law’s journey proves that entrepreneurship isn’t about avoiding setbacks - it’s about using them.

From rejection to global growth, from legal losses to brand wins, and now from physical products to AI-driven innovation, his story is a reminder that resilience, focus, and adaptability are the real competitive advantages.

So next time something goes wrong, ask yourself: What’s the opportunity hiding inside this setback?

Because, as Rob’s journey shows, with the right mindset, every obstacle can become a superpower.

Watch the full keynote here.