Starting a business or creative project is scary for many reasons, but one that is often overlooked is the anxiety related to whether this is really “the one.” To some, this isn’t a valid consideration while to others this is the only consideration. Some argue that what you work on, along with who you work with are the two most pivotal decisions you’ll make and so we’ve asked folks to tell us about how they came up with their ideas and how they knew this idea was the one.

Jeremy Clemens

Gabacool started in our living room during the early days of the pandemic. I had been a fine dining chef for nearly 20 years — working long hours in high-level kitchens, managing ambitious hotels, and always chasing the next opportunity to grow. Read more>>

Serena Thangarajah

Honestly, the idea for Pink Tiger came to me in the middle of a chaotic week, juggling motherhood, my own creative projects and trying to keep up with endless admin, social media, and all the tiny but important tasks that nobody tells you about when you decide to start a business. Read more>>

Catherine Morrison

Cat moved to Durango after finishing her Bachelor’s degree in nursing from Grand Junction, 9 years ago. Initially, she moved to Grand Junction from Summit County to race her bike professionally and wanted a more year-round environment to do that in. Read more>>

Deborah Myers

The truth is, I didn’t so much come up with the idea as much as it unfolded—it was my calling revealing itself. When I became an empty nester, I finally had the space to turn inward and realized how often I had abandoned myself. Read more>>

Josh Beliso

Like many, at a certain point one asks themselves, “can I keep doing this?” That’s exactly where I found my thoughts going again and again, cyclically. I would rationalize where I was. At that time, I was teaching undergraduate classes at the University of Southern California through an awarded fellowship I received while working on my MFA. Read more>>

Milagros Brown

The Play Shop was born organically out of a previous business of mine, creating novelty items for children’s parties. My clients often asked me the same question: “Do you know of a space where we can host this?” At the time, there was not an easy, beautiful, turnkey answer.  Read more>>

Daija Rivers

The idea of me being a author was never a driven goal or a dream. Becoming the author I am today was all given to me from God. The vision of my first book “God is my friend” came to me after a period of fasting and praying. At that time I were seeking a clearer vision of my calling. Read more>>

Donald Sutton

My nephew was born in September of 2021 and I was currently doing warehouse work across the country. In order to be home for his birth I had to create a gameplay that alloted me to make the same current pay or more. Read more>>

Allison Sharp

It didn’t arrive as a cute lightbulb moment. It arrived as an awakening I could not ignore. For a long time, I operated inside coaching frameworks that rewarded performance over sovereignty. Read more>>

Justice Johnson

when I was in high school there was around 25 boys team throughout Oregon and Washington plenty of competition and skills out there. fast forward 10 ears later there are only 5 between boys and girls teams. Read more>>

Ben Berard

I have always enjoyed giving back – my “love language” is Acts of Service.. so joining civic groups who are invested in my local community has always been a passion of mine. Read more>>

Jarius Brown

I originally started Underrated Creatives after being laid off from my role as a Digital Account Manager in late 2024. Prior to being laid off, I directed short form content for a well-known rapper and instantly knew I wanted to lean further into the creative space. Read more>>

Kimberly Stiff

I came up with the idea for my tallow skincare business during a season in life when I was seeking both simplicity and deeper wellness. As a Reiki practitioner working toward my holistic health degree, I had always been drawn to natural remedies—but I kept running into the same frustration: the shelves were filled with products that claimed to be “natural” yet still had long lists of chemicals and preservatives. Read more>>

Derrick Jackson

At the tail end of the pandemic, the world was collectively searching for moments of joy, connection, and celebration. That’s exactly where the vision for Popstarz Popcorn was born. Life had been filled with so much distance, isolation, and uncertainty, and we wanted to create something that brought people together again—something fun, flavorful, and memorable. Read more>>

Katurah Turner

When I first began, my business was called Fotos by Katurah. It was simple, personal—but as time went on, I knew I wanted a name that carried deeper meaning.
One day, I reached out to a friend whose husband is from Nigeria. I asked him, “What is the word for photographer in your native language, Yoruba?” He explained that there wasn’t a direct word for photographer, but the closest word I could use was “Itan” (pronounced e-ton). Read more>>

Andrew Hawes

My mixed media animations were born from my very active imagination combined with a complete lack of any real traditional visual art skills whatsoever. I was never able to draw or paint with any more skill than a second grader really, but I always craved to see some new worlds in music videos. Read more>>

Savannah Gray

When people ask how I came up with the idea of Evergreen Coffee & Energy, I always say it was born from a belief that coffee could be more than just a drink, it could be an experience worth remembering. Read more>>

Rubina Chadha

I didn’t so much “come up” with the idea for Inner Design as much as it revealed itself to me over time. It was the thread running through my entire life — I just didn’t recognize it until I had lived enough of the story to see the pattern. Read more>>