Our stories are often hard to understand until folks understand our true motivations, our true drivers and the stories behind why our mission or purpose truly matters to us. We’ve asked some inspiring folks from the community to talk to us about why they do what they do and have shared some of our favorite responses below.

Melvin Bulock Jr

At A-List Photography, our mission is to empower businesses and individuals to tell their stories through stunning visuals. This matters to us because we’ve seen how impactful great storytelling can be in building connections and elevating brands. We’re passionate about helping mission-driven organizations stand out, ensuring their voices are heard and their purpose shines through every image and video we create. Read more>>

Kevin Yang

Working as a concept artist in both the video game and live action film industry, you begin to realize that entertainment is more than just for entertaining, rather it can help us find ways of understanding through the power of connection. I aim to immerse myself within the beauty and complexity of our world, especially its cultures, and translate those into designs that feel true to form and authentic. I want more than just sham representation; there is a desire to be embodying culture without taking it. Why does this matter? Because I believe empathy begins with exposure. And while we are living in a time where it feels there is an urgency to build bridges, many do not want or have the capacity to come face to face with these matters. This is where entertainment comes in: A game or film can slip past defenses and show us a different perspective without sounding hectoring about it. Read more>>

Marcus Leemcduffie

The mission behind Aion Training is deeply personal and rooted in my own journey of finding strength and connection during challenging times. In college, I experienced pain—physical, mental, and emotional—and felt isolated and uncertain about where I belonged. The gym became a refuge for me, a place where I could reconnect with myself, heal, and feel a sense of community. This experience shaped my vision for Aion Training. I wanted to create a space where others could experience the same healing and connection—where people could get out of pain through self-care and the power of community. Whether that pain is physical, mental, or emotional, Aion is a place where you’re supported to work through it with the tools, guidance, and encouragement you need. Read more>>

Verandah Mckinney

Butter, flour, sugar, and eggs sent me to China when I was 17 years old. My mother baked and sold homemade cookies from our family’s kitchen to pay for the trip and my father delivered orders. BAK’D came about when I realized three key things. First, I really enjoy being an imperfect creator in the kitchen. Second, there is a huge need for championing travel opportunities for girls and young women from historically underserved communities. Lastly, social impact is the main impact I wish to contribute to humanity. I am the proud product of a six person, low-income family. My family has benefitted from the same kinds of community-serving organizations that BAK’D now supports and gives back to. Travel abroad as a teenager completely altered the trajectory of my life. Because the organization who facilitated those trips abroad no longer exists, I’ve made it my moral obligation to pick up the torch and work towards offering a program like it, if not better. My experiences as a Girl Scout made my product offering a no-brainer. I knew the business of cookie sales, and I knew the personal responsibility of doing good and giving back. My founding of BAK’D is proof of what’s possible to girls and young women everywhere. I’ve had a unique combination of opportunities and blessings in life because someone decided they would support a social cause, and now those same opportunities and blessings are enabling me to be a business owner. My business honors the sacrifices and entrepreneurial spirit of my parents and pays the good I’ve been privileged to experience forward. Read more>>

Chantal Mcculligh

Mental health has been a huge part of my life for as long as I can remember. I’ve lived with anxiety and panic disorder since I was 7 years old, and those experiences shaped not just who I am, but what I feel deeply called to do. Helping others through their struggles has always been at the core of who I am. It’s not just a missionl it’s my heart and soul. One of my earlier memories is setting up a little desk in my house with a notepad and our landline phone. I begged my parents to put an ad in the newspaper to let other kids know they could call me if they were sad or needed a friend. I had no idea how to “fix” anything, I just wanted to listen, to help, and to let them know they weren’t alone. Looking back, I see that moment as the very beginning of what would eventually become Anxiety Gone. Read more>>

Andre Bollinger

At Rios Bollinger Law, my purpose is clear: to secure justice for my clients. I believe that empowering people to understand the legal process enables them to make the best choices for themselves and their families. Whether it’s by fiercely advocating in the courtroom or strategically negotiating outside of it, my approach is tailored to each client’s unique needs. My commitment to this mission runs deep, rooted in an experience that first ignited my drive for justice. It all started with a rite of passage – earning my driver’s license. On my 16th birthday, I was thrilled to pass my driving test, excited for the freedom it promised. That night, I took a car out with friends, not realizing the taillight had a temporary fix with red tape. Unfortunately, driving through a city that felt worlds apart from where I lived, I was pulled over. Instead of a simple ticket, I was interrogated, judged not by my actions but by where I came from. It was a frightening, demeaning experience that left me questioning my place and my worth. Read more>>

Aisha Diori

The “Africa Everything” mission is a comprehensive initiative focused on empowering the West African continent through education and cultural enrichment. It aims to ignite minds, challenge negative narratives about Africa, and ultimately transform the futures of young Africans. The “Africa Everything” mission is driven by a belief in the potential of young Africans and a commitment to empowering them to reach their full potential. By providing access to education, celebrating African culture, and challenging negative stereotypes, the mission hopes to inspire the next generation of African leaders and innovators. Read more>>

Andrew Welch

My mission is to reach my fullest potential, proving that age is merely a number. In today’s world of instant gratification and endless consumption, where a single tap on a screen materializes desires at our doorstep, we’ve become spectators of life rather than participants. What seemed impossible a decade ago is now mundane, yet ironically, as technology advances, human potential often remains dormant. While many choose to watch others achieve greatness through their screens, I choose to live it. My purpose is to shatter this passive approach by inspiring others to step beyond their comfort zones and discover their own untapped potential. Read more>>

Jess Yang

At Tresi, my mission is to make quality living and interior design accessible to Gen-Zs and millennials while discouraging the use of fast furniture. We all have a horror moving story – whether it’s finding good quality and affordable furniture or getting rid of it when you have to move out. I experienced it when I moved to NYC and furnished my whole apartment through Facebook Marketplace because it had the best deals, but the process was super inconvenient and time-consuming. Afterward, many of my finance coworkers asked me to design their apartments. I would show them a grainy photo of a chair on Facebook, and they’d say they weren’t interested. Once I bought the piece for my own place, styled it, and posted it on social media, however, they’d immediately change their mind. I realized then that many people lacked the vision – offering a selection of good quality, affordable furniture doesn’t help them if they can’t visualize it in their own homes. That’s why Craigslist, Facebook, and the sidewalks of New York are filled with high-quality, heavily discounted items, yet people still prefer to buy fast furniture from IKEA and Wayfair simply because it’s easy and predictable. I aim to change that by curating a platform that combines quality, affordability, and vision—to make high-quality furniture inclusive, especially to my generation. Read more>>

Gabriel Ortiz

I strive to pave a way for individuals who wish to be independent from the molds of habits and personality to be free and successful. I am a big believer in community over profit, because if you prioritize profit over people then you are no different than the corporations who govern our current way of life.  Read more>>

Omar Lockhart

When I started getting into photography, the looming question was ‘What do I want to show people who view it?’ That question took a long time to answer, through trial and error, but I concluded that my photography is an expression of myself and how I see the world around me. My vision is that I focus on nostalgia; places, memories, and people that make up this space around us. Life, day to day, could be mundane as we go through ups and downs, but I think the beauty of it is that we should take the chance to slow down and honor the small things. I believe they are important because it is our foundation of our life, every single day. As I work on creative projects and clients, I look to identify the small things. Emotions, comfortability, humor, passion. This is only part of what drives people to be who they are. Through my work, I look to honor these aspects of myself and others. More importantly, how it can inspire us to be more of ourselves. Real. True. That is what my mission is through my photography. Read more>>

Chyna Robinson

The mission behind my company is to encourage young moms to keep going. A lot of times as a young mother it is very easy to get discouraged because you are automatically looked down upon. My mission is to show other moms that just because you have children at a young age, or that it is not over. You can still live the life you have planned to for yourself and more ! It is all about mindset, ambition and faith. Read more>>

Tyran Weldon

Our mission at Ty Xavier Photography is to create your inspiration. We believe that photography has the power to capture dreams and turn them into tangible memories. Whether it’s a portrait, an editorial shoot, or a corporate event, we strive to exceed expectations and deliver stunning visuals that resonate with our clients. Our passion for photography stems from the joy of witnessing a client’s reaction when they see their images for the first time. It’s a privilege to be part of their story and to help them cherish their special moments. We’re committed to using our skills and creativity to bring our clients’ visions to life and create lasting memories. Read more>>

Jada Morgan

My mission is born from my personal journey of transitioning from athlete to photographer, a path that has been shaped by creativity, boldness, and the desire to make a positive impact. As a college basketball player, I always knew I was creative, but I struggled to find the right outlet to express it. That changed when I needed quality images for a brand I was building—picking up a camera became the turning point that allowed me to blend my love for storytelling with my passion for connection. What makes this mission meaningful is the journey it represents. My growth as a photographer didn’t happen in isolation—it was fueled by the relationships I built and the people I surrounded myself with. I was fortunate to step into rooms and opportunities that challenged me, expanded my skills, and shaped the creative I am today. Read more>>

Jordan Byrd

At Byrdhouse Books, our mission is deeply rooted in community, connection, and the love of stories that bring people together. “Women- Owned, Community-Grown” is the motto around here and growing up in Colfax, spending so much of my life in Kernersville, I watched the town grow, change, and flourish. This local pride inspired me to create a space where people feel welcomed, celebrated, and encouraged to shop local, supporting the vibrant web of small businesses that make this community special. Books have always been my steadfast companions throughout life’s many chapters. From working in the corporate coffee world, to seeking peace in Yellowstone National Park, to returning home and rediscovering my love for this town and for Sam, my now-fiancé. I know firsthand how a good story can ground you, give you hope, or simply offer an escape when you need it most. Byrdhouse Books is more than a bookstore; it’s a place where those experiences can be shared, nurtured, and passed on. Read more>>

Amber Black

The story behind Queer BK began with a personal mission: as a Black queer creative, I was looking to make new queer friends and connect with like-minded people in Brooklyn. What I discovered was that while the queer community was already vibrant and present, it often lacked consistent, safe spaces to gather and connect. I’m not here to build a community—it’s already here. My mission is to bring people together through exclusive and inclusive events that reflect the diversity of our community. From Black lesbian game nights to Queer Clay with Me sessions, I create spaces where everyone feels seen, valued, and celebrated. Queer BK is about fostering these genuine connections and ensuring that queer folks, especially those who are often marginalized, have spaces where they can thrive. Read more>>

Jessica Azar

About The Sundry(My Emotional & Energetic Wellness Studio)- I vividly recall an early stage in my recovery from Complex PTSD when I realized I had no true understanding of what self-care really meant. One thing was certain: my regular pedicures, while enjoyable, weren’t cutting it. As I delved deeper into healing my nervous system, it became increasingly clear that, as a society, we often overlook what it truly means to care for our emotional and mental well-being. The vision for The Sundry emerged from this realization. I wanted to create a place people could turn to during the heavier moments of life’s journey, offering them both encouragement and support. My goal was for The Sundry to feel like stepping into your best friend’s home—a cozy kitchen where, instead of food, the shelves are stocked with items that empower you to tend to your needs in a modern and meaningful way. Read more>>

Hope Farmby

Thanks for the opportunity to share my story. Yogi Hope Wellness Center mission is to introduce BIPOC, elderly and injured to the self-care practice of yoga in a safe and welcoming space.  This mission is important to me because I started my yoga journey over 15 years ago, and quite often was the only person of color in the room. Unfortunately, yoga in the western world, is often a white space that doesn’t feel inclusive or welcoming.  After my first class, I can say yoga saved my life. At the time, I was a stay at home mom of 2 children under two and was very excited to get some much needed alone time. The class was challenging, new, interesting and wonderful. After the class, I knew I had to take another one. Over the next few years, I would practice as often as I could, trying different studios, teachers and growing my practice. After returning to the workforce, with school age children, I still found time for yoga and desired to learn more but never really went deeper due to life. Then the world stopped. Read more>>

 

Biruktawit Tesfaye

Ethio Counselor and Productive Habesha are two parts of the same vision: to empower Ethiopians at every stage of life to reach their potential, both academically and personally. Growing up in Ethiopia, we witnessed so many talented people with big dreams, yet we often saw them held back by a lack of access to resources, guidance, or just the belief that genuine success was impossible. We know how transformative education and personal growth can be, not just for individuals but for entire communities and generations. That’s what drives us every day. Through Ethio Counselor, we’re focused on making quality education accessible to students who want to pursue big opportunities—whether it’s getting into universities abroad, landing scholarships, or simply breaking down the barriers that stand in the way of their future. For us, it’s about seeing young people grow confident, find their path, and reach heights that might have once felt impossible. Read more>>

Ashley Capri

My mission with Capri Swim™ goes beyond designing swimwear—it’s about creating spaces for underrepresented and emerging creatives in my community. I want to provide opportunities not only to work but to inspire a return to art, storytelling, and creative collaboration. With Capri Swim™, I dream of building fantasy worlds that incorporate multiple art forms—painters, dancers, actors, models, and live musicians—all coming together to tell a cohesive story and elevate my designs. Capri Swim™ reflects who I am as a person: minimal, luxurious, unique, and bold. My designs inspire me to dive deeper into my creative visions and build the blueprint to bring them to life. That process is driven by collaboration—there’s something magical about visionaries coming together, sharing their wildest ideas, and executing them beautifully. Through these collaborations, I’m able to create meaningful, passion-driven jobs for my creative community. Read more>>

Kelly Swavely

Aesthetics is a rapidly growing industry. It seems that on almost every corner is another med spa offering botox , lasers and filler . Even though you have plenty of options for treatment , many places have the same availability , Monday thru Friday 9-5. As a nurse and a busy mom of 3, fitting an appointment in on this rigid schedule was next to impossible . On the rare occasion of getting an appointment at a medspa , I then faced the “med spa intimidation” . Walking into a place filled with beautiful , wealthy people who are ready to upsell you on packages, treatment and skin care products that your budget isn’t prepared for . For me , it became clear that aesthetic care should be more accessible, more affordable and more personal . It’s your face, it’s your budget. It should be your beauty , on your terms. And so my mission at Best Face Forward, LLC became exactly that. Read more>>

Amy Ganz

Five years ago, I was a broke single mom living on welfare. During the pandemic, I was laid off from a job I loved that I thought I would advance in long term. I was devastated and overwhelmed with what my next steps would be and how I could support my family as a primary financial provider. While on unemployment, I found joy in making my kids “fancy snacks” as they called it. I had always loved presentation and had a passion for design, but I had no background in the particular skillset of food styling. I posted a few pictures of my newfound joy of food art on social media, and before I knew it, I had multiple messages from people asking if they could order charcuterie boards from me. Within a few months time I had so many requests for orders that I finally decided to jump in and take the risk of launching on my own side business (while still looking for a normal 9-5 job) in hopes of adding a little extra income on the side of whatever my next career choice would be. I had never run my own small business before and didn’t have any extensive background in sales or marketing, and I had no idea where to start with licensing and permits. I went into entrepreneurship blindly and took a risk with a small amount of money in my bank account. What was the worst that could happen? Read more>>

Olivia Aversa

Our mission is centered around the belief that great marketing doesn’t just sell products—it creates lasting, authentic connections. At the heart of our agency, we aim to help businesses of all sizes, in any industry, and at every growth stage, create brands that people love. We believe that when a brand is rooted in purpose and built to truly resonate with its audience, it doesn’t just drive conversions—it inspires loyalty, trust, and passion. Why is this mission meaningful to us? Because we understand the struggle of businesses, whether they are just starting out or trying to scale. As a creative marketing agency, we know that businesses often get caught up in the complexities of growth, losing sight of the true essence of what makes them special. We’ve seen firsthand how a conversion-focused brand can do the heavy lifting, allowing entrepreneurs and leaders to focus on what they do best—whether it’s innovating, growing, or delivering incredible products or services. Read more>>

Kristin Braye

Black Recipes is a platform dedicated to multicultural programming and digital storytelling, working in partnership with community organizations, leaders, and culture architects to preserve and uplift Black culture. Founded as a response to the rising challenges against Critical Race Theory, Diversity, Equity, and Inclusion (DEI), and diverse storytelling, Black Recipes emphasizes the celebration, appreciation, and resilience of Black cultural traditions. In this context, “recipes” represent more than just culinary elements—they encompass a blend of ingredients, behaviors, customs, and instructions for creating or experiencing something meaningful. The platform’s “recipes” include not only food but also a rich tapestry of experiences, traditions, sounds, modes of communication, and cultural nuances within African American culture. Read more>>

Matthew Garel, Mark Stuart

At Remote Performance, our mission goes beyond providing high-quality supplements; it’s about empowering those who make their living at home, bridging the gap between productivity and personal well-being. It’s a mission deeply rooted in our own personal journeys and the challenges we faced adapting to remote work during the pandemic. The seed for Remote Performance was planted long before it officially sprouted into the brand you see today. Our journey began in the bustling hallways of a Toronto high school where we bonded over shared classes, a common Jamaican heritage, and a deep appreciation for music icons like Michael Jackson. It continued through university where we both earned business degrees, our friendship evolved and our taste for entrepreneurship was sparked. Life took us in different directions – Mark to the fast-paced world of tech in Seattle, and Matthew to the vibrant, high-energy modeling scene of New York City – but our friendship and entrepreneurial drive endured over time and distance.  Read more>>

Walter Sellers

At the heart of my business lies a simple yet powerful belief: women deserve to be trained better. Women are often the cornerstone of their families, influencing how households approach health, nutrition, and wellness. Studies show that moms shape 80-90% of the nutritional and wellness choices for their families. If we empower women to live and lead healthier lives, we don’t just transform them—we influence the broader circle of lives they touch every day. America is facing an obesity crisis, with poor health outcomes affecting millions of families. To address this, I focus on helping moms, because their reach extends far beyond the walls of our studio. When a mom becomes stronger, healthier, and more confident, her children, her partner, and even her coworkers feel the ripple effect of her transformation. This is what I call the “Butterfly Effect.” Through her choices, behaviors, and example, she inspires those around her to prioritize wellness, without me ever needing to meet them. Read more>>

Damontre And Joyce Owens

At the heart of our mission at Knockout Investing is the acronym RESPECT, which stands for Relational, Educational, Spiritual, Physical, Esteem, Capital, and Time wealth. Each element represents a core aspect of a fulfilling life by respecting yourself and others around you. For us, this mission is more than just words; it’s a commitment to living and teaching these principles. It’s meaningful to me because I’ve seen firsthand how embracing these values transforms lives, including my own. By aligning financial education with Biblical principles, we’re not just building wealth in the monetary sense, but in every facet of life. Our mission is to help others SET their lives God’s way by strengthening their faith, empowering their families and taking control of their finances. Read more>>

Naqebullah Shah

My MISSION STORY When I was growing up, I never understood why we had to keep moving. First, we left our home for an apartment, and then we moved from apartment to apartment. I would make friends, then have to say goodbye and start over again. The first day of school was always hard because I was the new kid. Looking back, I realize that this made me better at talking to strangers and making new friends. It was like I was trained for it from a young age. Before my freshman year of high school, my parents split up. Money problems were a big part of why they separated. My mom worked hard to make sure we didn’t run out of money, but my dad had trouble with spending and gambling. I love my dad, but I feel like he gave up when we really needed him. My older brother, Mo, who is just two years older than me, stepped up and became the man of the house. At just 15, he got a job to help support our family after my dad left. I can’t imagine the pressure he felt, taking on so much at such a young age. Read more>>