A dad can’t find a bakery to make a birthday cake that can accommodate his daughter’s allergy-related needs. Two freelancers realize they need a way to organize all of their client contracts and can’t find software that adequately handles their use case. Necessity is often hailed as the mother of innovation – but not all ideas come from necessity. Unfortunately, in our experience, often media coverage of the ideas that powered amazing businesses and projects often stops at a very superficial level. The founders noticed a need and boom – idea. Often the ideation process has a much longer, more complex story and so we’ve asked some entrepreneurs and creatives we admire to go into detail about their ideation stories.

Nicholas Mullins

I was originally working as a Nurse Practitioner at a pain management office and part of my job responsibilities was to administer injections, mainly knee and hip. My boss entertained the idea of adding cosmetics to the practice and asked for my help in the expansion. I spent months studying and learning all I could about the cosmetic field. Ultimately, the organization did not purse that concept and the idea was history. After a few weeks, I decided that I wasn’t going to put all that learning and education to waste. I made the decision to enter a training program for cosmetic injectors and the rest was history! Read more>>

Gerlyn Usi

Before starting the business, I was working in retail as a store manager. I was so over it one day and literally walked out. I was newly married and pregnant with my second child. My husband asked what my plan was and I had absolutely no idea. Randomly, someone had asked me if I can make a cake. I’ve baked before but never a cake. I said yes and the whole thing is history! After about 2 years we grew a huge following, fully booked with orders every single weekend, to the point we had to turn clients away. I was so in shock that I was able to turn some random cake into an actual business! As time passed, we got into farmers markets and pop ups.Unfortunately, after 8 years I was burnt out and decided I was done. Read more>>

Keshyra Williams

Entertainment Psychology was rooted in my journey of self-discovery and a desire to challenge the belief that we can only excel in one area. Just as a plant needs nurturing to grow, I chose to cultivate my love for both the sciences and the performing arts. This passion blossomed into a brand and platform dedicated to encouraging others to nurture their own roots. Read more>>

Faith Epstein

My love for serve ware began at home, where creativity was always a part of my life. Growing up, I was surrounded by beautiful things that made everyday moments feel special, and that sparked something in me. I realized how much joy a thoughtfully designed piece could bring to a simple meal. When I first started experimenting with materials and designs, I wanted to create pieces that didn’t just serve a function, but also told a story. I imagined my serve ware as something that would turn a dinner table into a canvas—something that would make people pause, appreciate the moment, and connect over more than just the food. Read more>>

Abby Swenson

The idea for Northern Greens Golf Collective came to me after realizing a significant gap in the golfing community for women in Minnesota—there was no single, centralized resource that showcased all the golf opportunities for women. I’d often find myself spending way too much time on Google, searching for leagues, lessons, and clinics. After talking to many women at networking events and other golf clubs I was part of, it became clear that I wasn’t the only one struggling with this. Many shared my frustration, and that’s when the spark for Northern Greens ignited. Read more>>

Marlene Soto

MEDIA Marlene LLC (MEDIA stands for Motivate, Educate, Disability Inclusion & Advocacy) and Helping Swans Co. (Swans stands for Syndrome without a name) mwere born from my personal journey as a mom raising a child with a rare disease and autism, while living with my own disability. I saw firsthand the barriers that families like mine face—barriers in understanding, inclusion, and access to resources. Motivated by my son and a desire to be treated equally, I created MEDIA Marlene LLC to educate and advocate for inclusion, disabilities, and minority disparities. Helping Swans Co., our nonprofit arm, offers the same services at no cost, allowing us to reach even more families in need. What drives me is knowing that through education and literacy using my 6 published books, we can start to change how society views disabilities and make sure no one feels left behind. Read more>>

Melanie Nelson And Anita Goodson

Anita and I founded Spirited Brands out of a shared passion for cocktails and healthy living. With her deep Mexican heritage and cocktail expertise, Anita crafts the most incredible drinks—she is a true artist. Her creations were so exceptional that I knew we had to share them with the world, so we decided to can them. But we weren’t just focused on making another beverage; we wanted to create a more mindful canned cocktail. Read more>>

Dashanique Mathews

One summer afternoon the sun was blazing, and the kids were restless, looking for something fun to do. As I watched them, an idea began to take shape in my mind. I remembered the joy of having a snow cone as a child, the vibrant colors, the sweet, icy treat that made the heat bearable. I thought, “Why not bring that joy to our community and, at the same time, create something meaningful for my children?” I wanted to provide them with more than just a summer activity; I wanted to give them a taste of entrepreneurship, a sense of responsibility, and a long-term asset they could cherish and grow. Read more>>

George & Julie Whitinger

About four years ago, we purchased land to build our farmhouse and establish Temecula Farms. Although much of the land is wooded, there is also a large tillable field. In order to maintain the field, we knew it needed to be planted or used for grazing livestock. Although we considered livestock, we were not yet living on the farm and had not drilled a well for drinking water, both of which made it challenging to raise livestock. Instead, we researched cut flower farming as it seemed like a niche market with significant growth potential. With the majority of cut flowers in the United States being imported from other countries, we saw an opportunity in the market to sell fresh cut, locally grown flowers. Read more>>

Cori Lynn Deason

The idea for Marca Mundo was born from a blend of personal experiences over the last several years. In 2020, I started a beach cleanup group that fostered a sense of community through service. Later, while traveling the world as a professional athlete and working as a traveling community leader with Remote Year, I had the chance to engage in community service projects in different countries. Those projects—giving back to local communities as I traveled—became the highlight of my experiences. I realized how much I loved adventure, learning, and making a tangible impact in the places I visited, and I knew I wanted to continue doing this forever, but with more people alongside me. Read more>>

Kristin Silvestri

The idea for Angel Numbers Merch came to me during a challenging time—the start of the pandemic. I was working as a bartender in NYC, and when the bar I worked at shut down, I found myself unemployed for a year and a half. It was a period of uncertainty, and I knew I needed to find my purpose. During that time, I kept seeing Angel Numbers, and I knew it was a sign from my angels nudging me toward something new. I’d always felt a deep connection to spirituality, but these numbers started appearing more frequently, guiding me in a new direction. That’s when I had the idea to combine my spiritual journey with something tangible, something that could inspire others. That’s when the idea for Angel Numbers Merch was born. Read more>>

Melanie Zaelich

I have such a passion for sharing. That is why I started Happy Place Interiors in the first place—so I could share my interior design talent with others. I fully believe that our space impacts how we feel and that having a home that brings us joy can help us relax and focus on life. The Happy Place Interiors business model has always been a little different from conventional designers as I guide and advise people on what to do with their home and how to do it. Empowering homeowners to do it themselves, even when they think they can’t.  Read more>>

Taylor Mccoy

I didn’t come up with my business idea on my own—I kind of stumbled upon it. I was about 19 years old, working at Bank of America’s corporate office. It was a great job, especially since I was the youngest one there. At the time, doing hair was just a side hustle. I learned everything from my mother, who was a master at styling short hair, especially with Marcel curls. She could do quick weaves and sew-ins effortlessly, and I naturally picked up those skills. Read more>>

Kayla Schadegg

I’ve worked in the early childhood/children’s activity industry for about 13 years. Many of those years were spent working in a franchise environment, and I always felt so horrible when people would say “I really wish you had XYZ,” because a lot of the time I just didn’t have the flexibility in that model to be able to provide the options and solutions that caregivers were clearly wanting. I’ve always known that I wanted to own my own business, and it became really clear to me a few years ago that I needed to branch out for that to happen. I spent most of the last year thinking about all of the things I’ve loved about my jobs in the industry, and all of the things that caregivers have put on their “wish list” of what a space for their family would look like — and during that time, I went to a work event at a play cafe business in another part of our state. I immediately fell in love with the flexibility and all of the ways I knew this business model could meet the needs of our local children and families that aren’t currently being met. I love that I’m getting to continue in the line of work I’m so passionate about, while also creating something entirely new and fluid from scratch! Read more>>

Brittney Phillips

Blending Bravely came from my own experiences as a mom and stepmom, feeling overwhelmed by the complexities of blending families. I was navigating new relationships, managing conflict, and dealing with unresolved issues from past relationships, all while trying to keep the peace. There wasn’t much out there that really addressed these unique challenges in a way that felt practical and relatable, and I realized I wasn’t alone in feeling this way. That’s when the idea hit me: blended families needed more support than just generic advice. They needed real, actionable tools to navigate the emotional and practical struggles they face every day. I knew I could offer something different by combining my personal experience, with the tools I had developed to improve communication, connection, and emotional resilience, and my newest certification in somatic healing. Read more>>

Samantha Hobbs

Hello there — I’m Sami, founder of Your Inner Wisdom. I am a Brand & Web Designer, Empowerment Photographer, and Holistic Mentor for heart-led businesses in Sarasota, FL and beyond. This is a story of inviting all parts of me to the table: the artist, the woman with chronic pain and a big heart, and the woman that studied Economics and had a really strong innate business sense…I just had no idea how all of these layers would come together to create the business woman I am today!  You see, for most of my life, I disassociated from my body and turned to numbing behaviors to control my emotions and racing thoughts. I was deeply ashamed of what my body looked like and how it operated, and I struggled with chronic pain from endometriosis and vaginismus. I always felt really deeply and had trouble hiding my emotions (which really, is a good thing!) I was a people pleaser and hyper aware of other people’s perceptions of me, which meant that in my first corporate job I struggled to keep up in the fast paced, competitive environment of a corporate travel role that boiled down to one thing: how much could you sell? How well could you keep up? Read more>>

Ashley Robinson

The idea for Better Boost™ started with a single realization: so many of us are living in clothes that make us look good but don’t make us feel good. We live in a world where 91% of women and 80% of men are dissatisfied with their appearance ​(WorldMetrics)​. That’s staggering! And I saw it firsthand—friends, family, even strangers in passing—all dealing with this internal struggle. I started asking myself, “What if we could change this? What if fashion could evolve from a tool of expression to one of empowerment?” That was the foundation for Better Boost™—fashion infused with technology, built not just to look good, but to elevate how you feel from the inside out. We’re not following trends; we’re shaping the Future of Fashion by giving people the confidence to feel their best, no matter what. Read more>>

Nolan Monigold

I started Monigold Studios as an Instagram account to keep track of the work I was doing, from shows to recording/mixing credits. After enrolling at the University of Cincinnati College Conservatory of Music in 2017 I realized through bouncing around multiple studios and having consistent clients that a physical studio space of my own would be more beneficial in the long haul. I setup my first official recording space Grandpa’s Attic (in honor of my grandfather who was always more than supportive). One quick meeting with a lawyer I met in Music Business class, and Monigold Studios LLC was born! It’s come a long way from the simple attic studio in college, now headquartered at Chapter Room Recording in Cincinnati, Ohio. Read more>>

Polina Ruvinsky

My background is in software engineering and tech leadership. Over 20 plus years, I saw how often women’s ideas were undervalued, their achievements minimized, and their voices dismissed. No matter how I rose up in the ranks, like most women around me, I had to prove myself over and over again, When I decided to leave my role in corporate, I knew I wanted to work on something that made an impact for women. I really longed to change the narrative about women’s leadership, ideas, and accomplishments. But I had no idea how to do that. Read more>>

John Laflamboy

The first time I pitched my idea for an interactive/actor based haunted attraction was in high school at Lockport Township High. I thought the haunted houses I went to as a kid were designed more like a dark museum where the customers were always on the other side of a “Safe Wall” or barrier from the scenes that usually were a collage of generic horror scenes. I wanted to bring people into the world they were confronting, knock down the “Safety walls” and challenge our audience to find their way through the house and confront the actors face to face. Don’t just watch the show, be in the show. Alas, my High School passed on the idea and it wasn’t until I pitched the idea to my college dean, Dr. Sara J. Blackstone at Southern Illinois University of Carbondale’s Theatre Department, that I was able to get started. Dr. Blackstone gave me $900 of her own money and told me to “show her” what I meant. Read more>>

Greg And Lacy Harris

My wife and I worked with children and adults with Special Needs as Registered Behavioral Technicians for over 10 years and found ourselves having similar conversations with our families concerning their children’s academics. Many of them mentioned their child’s struggles in school due to various reasons such as large classroom sizes, lack of available support staff, etc. Lacy and I already had the behavioral background training, and decided to create a business by combining our knowledge and skills with a focus on strengthening academic, life, and social aspects of a child. Read more>>