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.

David Kisan

I am a third generation florist. My mother ran a direct to consumer flower business out of our childhood home. From working with her I learned a lot about entrepreneurship and floristry. It wasn’t until I moved to Minneapolis however that I started thinking about Sip ‘N Bloom. In 2019 there was big demand for DIY workshops like Painting with a Twist, Suc It Up Buttercup etc. No one was doing flowers in that format, and I saw an opportunity to use my existing skillset to fill the void. Read more>>

Kelly Florence

Meg Hafdahl and I met 23 years ago because of an X-Files t-shirt! We both shared a mutual love of the show and soon discovered we both loved the horror genre as well. We started a podcast called Horror Rewind and realized every week we were naturally gravitating towards talking about the science, history, and lore behind our favorite horror movies. This led us to write our first book, The Science of Monsters (2019) and we’ve recently completed the sixth book in the series coming out later this year! Read more>>

Julia Freifeld

Kindness Gems started when I was in college. I was working as a crisis counselor for survivors of sexual violence and I wanted to use my passion for entrepreneurship to create a company that could impact the cause. During this time I was also introduced to gemstones and fell in love with learning about how they could affect your energy. I started creating gemstone jewelry and selling it at local craft fairs and organized presentations to clubs and sororities to grow the brand. Read more>>

Taevia Norris

I have always been an avid reader. My love of black literature coupled with the need of representation was the foundation to the creation of Books and Brown Sugar Co. I joined bookstagram, a community of people sharing their love for reading via social media, there I found so many others like myself. I wanted to wear merchandise to show off my love for reading and the authors I enjoyed reading. Read more>>

Jenny Vazquez-Newsum

The idea for my business, Untapped Leaders, came from my extensive experience working with leaders from all backgrounds and career levels. Over the past two decades, I’ve had the opportunity to work with over 500 leaders, ranging from established executives at large corporations to high school students just beginning their leadership journeys. Through this work, I’ve seen firsthand the untapped capacities that exist across all stages of career paths. Read more>>

Alexa Adams

My partner Cleo and I started our started our company barrière because of the pandemic in 2020. I had been furloughed from my job and ended up volunteering to help bring large quantities of PPE into the US based on my years of experience in supply chains. It was an amazing experience to help in the midst of an uncertain time. After a few months I started working with my factory to develop recyclable masks in stylish prints that did not irritate the skin while still being medical grade. Read more>>

Kristin Lacy

I was a barista in my hometown in Oklahoma for a long time, and I loved seeing the power of coffee (and coffee shops) to bring diverse people together in the community. I always dreamed, “maybe I’ll open my own café someday!) Then, I worked with coffee farmers in Guatemala and learned more about the supply chain issues, and how much more credit farmers deserved! When I moved back to Denver from Guatemala, I met Vivi (a Guatemalan living in Denver) Read more>>

Taylor Golen

From a young age I was always surrounded by creativity. Everyone in my family was always good at something, whether it was cooking, gardening, woodworking and crafting. I was taught to always try something new, you won’t know if you like it if you don’t try, My Memere has always been a role model for me – we had dinners every Sunday at her house growing up and during that time we always tended to the garden or helped with a project. Read more>>

Toya Jones

At the age of nine, I became very interested in music. I was interested in how it was composed, arranged and how the words perfectly danced around the rhythm. At that age not only did I develop a love for music, but I developed a love for writing. I had stacks and stacks of notebooks, sectioned off into piles one stack of notebooks would be labeled “songs”. The next stack would be “poems”. The next stack would be “short stories/movies”. Read more>>

Jerry Belcastro

It all began when my wife and I started judging barbeque for the Georgia BBQ Association in the summer of 2019. I always had a great love for food, as I have been a former restaurant owner, caterer, a regional manager of international catering for Delta Air Lines, and I briefly had a column for a local newspaper visiting restaurants in our county and writing reviews. So, food has always been in the forefront of my life. In judging barbeque I discovered there was another food competition, and that was for Steak! Read more>>

Shawn Satterfield

The decision to change the focus of Mozaro’s service offerings from enterprise CMS integrations to digital accessibility came after starting my nonprofit Shine Music, which utilizes the platform of music to create awareness for inclusion and accessibility. Live music is about the collective shared experience. Imagine being excluded from fully participating in this experience. Now, imagine the same thing happening on your company’s website. Read more>>

Angel Woodland

I grew up in a community with it’s own style and culture that designed, styled and created their own clothing and also raised by a mother who models and is a seamstress and 2 grandmothers who did the same. I remember our community having fashion shows and days where we would have a market with everyone’s own clothing and accessories laid out on tables in selling booths for showcasing and selling. Read more>>

Andrew Lang

The Leatherwood Distillery idea came from a long conversation with a friend of mine, Michael Oneal. We were sitting around hunting cam and enjoying some home brewed spirits and he said to me “what are you going to do when you retire from the military.?” i said probably go into overseas contracting like every other Green Beret.” and he said why don’t you start a distillery!” and the Idea took off  Read more>>

Deven Billingslea

As a roofer I am in the field knocking on doors, telling my story, gaining potential customers trust everyday. I noticed that I was leaving money on the table when I was not servicing all storm damage possible at the customers home, I would help them with their roof and then outsource the interior damage. However, I would walk right past their vehicles. So I found a contact and started calling in the leads. Well that came with its own problems so then I Figured I could make that process better so I did. Read more>>

Brennea Rippey

Things at home had taken a huge change for me and my child. This caused me to being in my head a lot more and put me in a depressed state but knowing that I could not let it consume me so I started painting my favorite cartoon characters! I honestly surprised myself and jus kept going I then later saw a woman paint work I would see on canvas on nails and my first thought was “Challenge excepted!!” Now I’m a certified nail tech and going on my next adventure Read more>>

Brandy Adams

I struggled with anxiety and depression! I always wanted to make a difference in the world I just couldn’t pin point my calling. I knew I was a natural leader and a funny person. With prayer and guidance from my mom and grandmother. Also, a lot of psychology classes. I became comedian who happens to be a teacher. Read more>>

Opeyemi Odueyungbo

I’ve always had a love for food as long as I could remember. Growing up my family gave me the nickname FFO (for food only) because I loved food so much. With my baking business I started out doing cakes. After about 3 years, I felt burned out and no longer enjoyed doing cakes. I remember I was on a flight and I had a really delicious cookie. The thought came to mind that maybe I should try baking cookies and see if I liked it. Read more>>

Lori Hoff

This story starts with a 5 year old little girl hiding under her bed from her Abusive Father. This little girl was so scared, she was afraid of doing the wrong thing, she was afraid of saying the wrong thing, she didn’t know where to turn. That little girl was me, my father was bipolar schizophrenic and I grew up needed to be perfect from a very early age and since that was possible. I grew up abused. Fast forward to my teenage years and I was blessed to have my grandma help raise me until tragedy struck and my best friend was taken from me in a car accident. Read more>>

Elissa Dunn

Early on in my career as a bartender I saw the benefit of having a social media presents. There were other only a couple bartenders at the time who would getting opportunities and money from social media. But I thought “If they can do it there isn’t a reason why I can’t too!” Read more>>

Diamond Craig

I often say that PurposefullyPretty was started ‘accidently’. In 2012, I (Diamond Craig) had just graduated college and was searching for my place in the world. While I had dreams of working in healthcare, I wasn’t exactly sure of what I wanted to do, or how to go about pursuing such career. My first job post- college was a receptionist at NYU Langone Medical Center Office of Development. As a nonprofit, this office managed all of the operations that go into running a nonprofit organization. Read more>>

Regan Caton and Betsy Milliken NA

We founded a costume jewelry company some years before Charmed by a Cause that was very successful. After 6 years in business our lives took different directions but we continued our close friendship. Fast forward to 2018 and we launched Charmed by a Cause a socially and eco responsible jewelry brand. We felt that we wanted to give back and our skills as designers allowed us to do what we love and setup our online store to give a percentage of sales to non-profits. Read more>>

Tim Woodard

Well I always knew I wanted to open up my own food services business; however, I always though it would happen after I retired from my state job with the University of Miss. I had put sixteen years into the state system so I only had 9 more years to retirement. Yet retiring after 25 years was not in the stars for me. I figured now was the time to start a small high quality plate lunch business in Oxford, MS. I knew there was a need, as there were no where to get a convenient home cooked meal in our area. Little Easy Express Lunches was born and the rest is history. Read more>>

Cherline Previlon

I always thought I’d become a nurse. According to my mother along with most Haitian parents, the hierarchy of all careers in a Haitian household is Nursing. As a result, I ended up going to nursing school. Ultimately that decision made me realize that Nursing was not for me. So, then I began to think of what I would want see myself doing that would satisfy MY happiness. Read more>>

Emily Aborn

My husband and I opened a luxury boutique retail shop, selling mattresses, in New Hampshire in 2014. Three years after opening, we were struggling to market our store and reach new clients. We had great customer service, did lots of print advertising, I was networking in a few places, and had a strong search-engine-optimized website. But it was still slowing down significantly. Read more>>

Atziri and Yajahira Peña

We came up with the idea for our business because we always felt like we didn’t fit in. We saw the need that our undocumented communty had towards a business that spoke about what our experience in all while empowering us. It’s been an amazing opportunity to connect with our Latines and create such a wonderful community of loving and resilient people. Read more>>

Amy Scafidi

Several years ago I used to work the overnight shift at a local big box store, stocking shelves and cashiering from 10pm until 7am. One night I went out to my car on my last break, I had a bit of a migraine and was thinking about asking to go home early. It was around 5 am and as I was walking to my car I heard a faint “meow.” When I turned around the most adorable little black and white kitten was running up to me. Read more>>

Preshous Thompson

I was sitting at home one day scrolling on social media and came across of boutique. When I tell you this lady had a beautiful Maxi Dress on, however, what caught my attention was these beautiful red tassel earrings she had on to accent the bold lines stitched in the dress. I went to the accessory section on the website to check out what other earrings were available. To my surprise there was not too many to choose from. I was getting ready to purchase the pair of red tassels but something would not let me press the checkout button. Read more>>

Mimi Philips

Working as a stylist and art director is like a big scavenger hunt. Over time I started fantasizing about the perfect pieces of jewelry for clients and photoshoots. That was when Minnie Lane came to life. I created my first collection in 2017. It is everything that I looked for, and dreamt of, but could never find. Read more>>

Anthony Lawrence

The initial idea for J.Laurant was inspired by my mom and her experience of 25+ years working in the fragrance and beauty industry. Growing up in Denver, CO. I would spend many weekends watching her work the fragrance and beauty counters as a vendor for some of the best known luxury brands. From a very early age I was drawn to the clean design elements, packaging, and detail that went into creating these products. I didn’t know it at the time, but those early years would serve as my training ground for what would later become J.Laurant. Read more>>

Demond & Qiana Crump

Jewel LLC was founded June 1, 2019 with a desire to change the monthly experience of women and young girls menstrual cycles around the world. We understood the risk of this taboo subject. However, we also understood that females deserved to have a healthier product when it came to sanitary napkins or menstrual pad. We started this company with a clear vision to educate families on their product choices. We understand that a sanitary napkin is used by women and young girls, Read more>>

Kamilla Silina

10 years ago I came to United States from Uzbekistan. I followed my love and left my home, my family, my culture and my life behind. I enjoyed living in the US, learning about American culture, history, traditions. But I also always missed my home. Especially since people closest to me were still living there. Read more>>

Lauren Williams

As long as I can remember, I always knew I wanted to own my own business, I just thought it would be in the hair industry. I always had a passion to become a hairstylist and to own a hair salon. Fast foward I moved from Los Angeles to Atlanta to attend Clark Atlanta University where I got my BA in fashion design merchandising, once I was done with that, I went to cosmetology school where I obtain my license as a cosmetologist. Read more>>

Carrie Pike

I was standing with my mom in my dad’s closet. We had left Dad’s things alone for a while after his death, but now Mom was facing a very real dilemma, one that I’ve found is almost universal. What do you do with the things a loved one leaves behind? Clothes in particular are often too personal to either wear or get rid of. What do you do with the sweater Grandma always wore? Or the sleeper Baby was wearing when you brought him home from the hospital? Read more>>

Betsy Seward

As the child of a natural entrepreneur, I inherited my father’s independent streak. Growing up in rural eastern Virginia and the coast a short drive away, it was easy to want to meld the two styles–country and coast. The relaxed comfort of soft tees with the rugged wear of country adventure, inspired me to take this as my vision for an apparel brand. Read more>>

Desiree Chinn

Hello, I’m Desiree Chinn, owner of Eleven11 Management, LLC. Eleven11 is a digital marketing agency that serves credit repair company owners with white-label marketing materials such as e-books and social media content. We started out as a CRO in early 2021, but within just a few short months we discovered that we didn’t have the marketing education or the content to help us advertise our business. Read more>>

Deidra Holley

In previous years, I’ve curated birthday celebrations and private dinner events for family and friends. Coordinating events was my happy place. At first, I did not take it seriously as I should but with encouragement from family, friends and supportive partner, Yard Gal Picnics and Events was created. The name derives from my Jamaican background, I thought it would represent who I am and where I came from. Read more>>

Valerie Carter

The Love & Victory Show with Val, LLC was not what I thought it would become. I originally started the podcast because I wanted to promote my non-profit. You see, one of my sons served three tours in Afghanistan. Let’s just say by the time finished serving our country, he had come back another way. As a mother, I can’t even begin to describe the pain I felt knowing the obstacles that my son would be facing. Read more>>

Tonia Grant

I saw a need for plus size fashion in my community. I have always been a curvy doll that loved to stand out and be different with bold looks. I am a lover of fashion and would shop local boutiques because of the exclusive looks that were provided. Most boutiques clothing would stop at size 12. However, I would purchase the products for the sake of the unique shopping experience that came with boutique shopping and to support small business owners. Read more>>

Estefania Chapa

Initially one of my older sister came up with the idea about doing dulce enchilados, but she wanted to try to do something different. It was my other older sisters 27th birthday, and we thought it would be cool to make a gummy cake using dulces enchilados since everyone in my family likes them. So on her birthday instead of making or buying a cake, we made the number 27 out of dulce enchilados and we all really enjoyed it, my sister the one with the birthday loved the idea of the cake since she didn’t like regular cakes. Read more>>