Everyday we meet business owners, professionals, artists and creatives. Photographers, florists, realtors and more. They might come from different backgrounds, work in different industries, have varying personalities, and have vastly different income and educational profiles, but the one thing we’ve seen over and over again is that most people have a unique and special reason for why they do what they do. From a realtor helping families afford the first home he always wished for as a kid to a photographer using her skills to give a voice and face to victims who feel voiceless, we have been blown away by what happens when you just ask people a simple question – why do you do what you do?

Jennifer Falloon

My mission is to end homelessness to children around the nation. My family once housed four foster children in elementary school. When the time came for us to no longer have them, it was sad, and we didn’t continue to foster children after that. I then went into ministry with YoungLife and had a group of teenagers that are still like family 8 years later. Some of these teenagers didn’t have functional families and my family stepped in to love and care for the cildren that didn’t have that in their regular home lives. Then in 2022 I bought 29 houses in Florida and was approached by the local county to house homeless teenages that have aged out of foster care before they finished high school. Read more>>

Janis Hillard

When I started Be Well Sis Coaching (BWS), I had one mission in mind and that was to serve those who hadn’t necessarily been “served” before. And what I mean is that a lot of non-cultured voices were already versed in coaching. The concept wasn’t new to them because they’d had access to it for years (whether they took advantage of it or not). Coupled with the luxury of disposable income (born out of the uneven distribution of generational wealth) made it easier to attain and more approachable. Read more>>

Mitwuana Bruce

The mission behind M.D. Bruce Consulting LLC is deeply personal to me. It’s rooted in my belief that every individual and organization has the potential to become a force for good in the world. Life often leaves people achieving success in one area while struggling in others. I aim to bridge that gap by creating solutions that uplift both the business and the person behind it. Read more>>

Bobby Trendz

Our mission at The BT Collective and through my work as a creative strategist is to champion individuality, amplify underrepresented voices, and create a platform where art, fashion, and culture intersect meaningfully. This mission is deeply personal because it reflects my journey of navigating the creative industry, often feeling unseen or unsure how to express my vision fully. I’ve experienced the transformative power of mentorship, collaboration, and authentic storytelling, and I want to be that bridge for others. Read more>>

Tanya Kunda

The Name Salt Coffee has been a few years in the making. As a Christian it is vital for us to share about Christ and what he has done for the world. “Salt” Coffee stems from Matthew 5:13-16 which says “You are the salt of the earth. But if the salt loses its saltiness, how can it be made salty again? It is no longer good for anything, except to be thrown out and trampled underfoot. You are the light of the world. A town built on a hill cannot be hidden. Neither do people light a lamp and put it under a bowl. Instead they put it on its stand, and it gives light to everyone in the house. In the same way, let your light shine before others, that they may see your good deeds and glorify your Father in heaven.” Read more>>

Elizabeth Rori

My mission as an empowerment coach is to guide individuals on their journey to heal, grow, and create lives that align with their true potential. This mission is deeply personal to me because it stems from my own transformative journey.

For much of my life, I carried the weight of unresolved childhood trauma and limiting beliefs that kept me feeling stuck and disconnected from my true self. It was through my own healing process, learning to nurture my inner child, release the past, and step into my authentic power, that I discovered the profound impact of transformation. Read more>>

Jonathan Emery

My mission is to serve others to grow in all areas of their life no matter what the circumstances are. With my business, I can expand this mission to serve others by not just my podcast but also by coaching others to start their podcast. My podcast mission is to have others share their journey in life and reach out to that one person at the right time so they know they are not alone. They can listen to the guidance of the guests or mine on how they overcame adversity in life to become so much better on the other side. Read more>>

Gaby Rincón

As a proud Mexican American and teacher in a predominantly Latine community, I witnessed firsthand the inequities that shaped my students’ lives. I saw how a lack of financial literacy limited opportunities and perpetuated cycles of poverty. I realized I was part of a system that encouraged students to go to college and follow the “get a good job and everything will be okay” narrative. But I knew the truth: to break the cycle of living paycheck to paycheck, a strong foundation in financial literacy is essential. Read more>>

Lauren Hoffman

With the Current Solutions is on a mission to empower professionals to take charge of their learning and development. The name With the Current reflects life’s continuous force. Like water, meaningful growth requires both flow and force, knowing when to adapt and when to push through.

My journey began as an HR professional, with over 10 years of experience spanning industries like higher education, hospitality, and healthcare, in roles ranging from Specialist to Manager. For me, work was never just a paycheck. I was an ambassador for the companies I worked for. I was fueled by a collegiate spirit, a drive for improvement, and a passion for people. Read more>>

James Mueller

I have to create.  It’s not a rational decision – no more than breathing is.  From my earliest memories, I created. Drawing, building, writing – whatever it took to make my dreams come alive.  Paint the picture you always wanted to see and write the novel you always wanted to read – but for me, it even went further:  paint the world and write the novel you always wanted to live in.  And therein lies the catch.  You can’t, of course, unless you settle for a world that can never be.  Read more>>

Jessica Owusu

My name is Jessie and I’m a 1st generation college graduate, natural hairstylist, and certified loctician. I come from a family that migrated from Ghana. My mission as a hairstylist is to provide and create affordable looks for customers. My mission is important as it helps drive the meaning of my business. In Ghana, hair businesses are lucrative and productive, as there are rises in natural and extension hairstyles, and natural hair products. Coming from such a background not only encouraged me to branch into these skills but also motivate myself to continue improving within the business and provide great care to customers. Read more>>

Fanta Dicko

At Melanin Moi, our mission is to revolutionize how beauty content reaches and resonates with women of color. For too long, the beauty industry has overlooked our unique needs, our diverse stories, and the power of our voices. We’re here to change that.

The mission is deeply personal to me because I grew up in a world where beauty standards often excluded people who looked like me. I know what it feels like to search for representation and not find it. I launched Melanin Moi to create the space I needed growing up—a space where women of color see themselves reflected in every ad, every campaign, and every product choice. Read more>>

Samantha Marshall

As a solopreneur, I’ve built Studio 151 Photography from the ground up—creating, and growing each aspect of the business myself. This journey has been about more than just photography; it’s been about building something meaningful that reflects my values and vision. From day one, my goal wasn’t just to run a business but to create a space where people could express themselves and feel truly seen. That’s what drives me. Read more>>

Amanda Nigg

The Story Behind My Mission: Supporting Agriculture Through Fitness

When I founded Farm Fit Training on March 19th, 2020, I wasn’t just launching a fitness program—I was addressing a problem that had been weighing on me for years. Growing up in a farming community, and later marrying into a 5th-generation farming family, I saw firsthand the immense physical and mental toll agriculture takes on those who dedicate their lives to feeding the world. The long hours, grueling physical labor, isolation, and stress are relentless—and the support for this community in terms of health and wellness was virtually nonexistent. Read more>>

Erin Hewitt

The story behind my mission—and what I am cultivating and continuing to grow here at Hjem Aesthetics—comes from deeply personal experiences that have shaped who I am as both a person and a provider.

Growing up as a young girl, I faced the impossible beauty standards that so many of us are surrounded by. I experienced moments of being bullied, being made fun of, and feeling like I didn’t fit in. I saw firsthand how these experiences impacted not only myself but others around me, and the lasting effects they can have on self-esteem and identity. Read more>>

Brendaliz Cepeda

As a Puerto Rican woman deeply rooted in the island’s vibrant folklore, I lead a Bomba and Plena group, celebrating and preserving the rich cultural traditions of my heritage. Bomba, with its African-influenced rhythms, and Plena, which blends Spanish and African musical elements, are at the heart of Puerto Rican identity, telling stories of struggle, joy, and resilience. Through these forms of music and dance, I channel the stories of our ancestors and the power of community, guiding our group to honor these traditions while keeping them alive for future generations. Read more>>

Fiona Roberts

At Lympha Spa and Massage, our mission is deeply personal and rooted in a journey of resilience and healing. Founded by Fiona Roberts, a young mother and cancer survivor, the spa embodies her commitment to holistic health and well-being.  Read more>>

Marcha Chaudry

The Equity and Wellness Collaborative (EWC) was born out of a deeply personal and professional journey. My mission to advance equity, well-being, and public health is rooted in 15 years of experience in non profit and advocacy. During my time on Capitol Hill, I saw firsthand how the lack of regulatory oversight in industries like beauty and wellness disproportionately impacts marginalized communities, particularly women and children of color. Read more>>

Jeanne Logan

The goal is not to stop at a tea shop, but to have my own health food store, farm to table tea shop and cafe. I come from southern cooking, tag line High blood pressure, but not always true, because a lot of exercise was a normal routine when partaking of such meals. Now it’s not always what you bring to table, that’s determines our health outcome, but how you bring it. We can learn to enjoy our southern roots or our roots with a twist of health. The meaning behind my mission is to understand our health numbers first, not just the outer slender body. It all fails into place-inside out first. My thoughts. Read more>>

Magnus O’hayden

The reason my mission is so important, is to present a real record label n company that’s geared towards helping and empowering the artist.
We striving to reverse the negative effects that the industry has done to hip hop artist over 50 yrs of hip hop.
Creative control, financial equality,and the preservation of the artists natural talents,to create an environment where the artists can thrive n evolve to their ideal perception. Read more>>

Alane (coco) Ekonomou

The journey behind Coco Tanning Company is rooted in empowering confidence, convenience, and opportunity. The brand began with a simple mission: to provide a luxury, on-the-go tanning experience that enhances self-esteem and radiates natural beauty. However, the vision quickly expanded to include empowering women to embrace entrepreneurship. Read more>>

Elizabeth Schmehl

As a micro business owner, my mission behind my business is somewhat personal but as reasons behind why I started my business side of my creative side. Initially I was creative because I enjoyed making my digital art and sharing them on social media platforms, from fanfiction art to art and video content of my art.
My mission when I started my business was to make an income, so I could support myself, and be financially stable. In May 2020, was diagnosed with a chronic back injury, which causes me severe pain, and nerve pain as I have two degenerative discs part of my back injury. Read more>>

Nicholas Corleto

At Heritage Road Spirits, our mission is to craft exceptional bourbon that not only delivers in taste but also tells a story. Our journey began with a deep respect for the heritage of American bourbon-making and a passion for connecting people to moments of adventure, tradition, and togetherness. Read more>>

Lindsey Tieman

Lindsey Tieman Photography, LLC is the heart of my passion for storytelling and capturing life’s most meaningful moments. My business is uniquely divided into two specialties: maternity, birth, and newborn photography, and then boudoir photography. While they may seem like different worlds, both are rooted in a deep desire to empower people, celebrate their journeys, and preserve fleeting moments they will treasure forever. Read more>>

Naama Sarid

A key part of the mission is the “carefully curated” aspect, meaning that the shop’s inventory is thoughtfully chosen. The shop offers pieces that have unique histories, designs, and qualities. Items can vary from everyday items to collectible pieces, allowing modern living spaces to be infused with a sense of history. Vintage and antique items can offer an aesthetic balance between old and new. Read more>>

Melissa Voth Mchugh

For me and my partner, the term “family business” goes beyond just blood relations; it represents a heartfelt commitment to collaborating with team members who share our values and mission. While some of our team members are indeed family, others have become part of our chosen family—dedicated individuals who contribute to our vision with passion and enthusiasm. Read more>>