We’ve always tried to ask the questions that matter but that are too awkward for people to ask their friends, family and coworkers without seeming dramatic. One of those questions is about mission and purpose – when’s the last time you asked a friend what their mission was? Too often we don’t talk about our own missions and don’t ask those close to us about theirs with the result being that our missions remain secret. Are you just a doctor or are you a doctor who wants to be there for patients in the way you wished your father’s doctor had been? People have incredible and meaningful missions, and we hope our conversations asking folks about their mission can inspire more such conversations in your life.

Becky Altman

As an executive leadership coach, my mission is to empower leaders to unlock their full potential by deepening awareness, shifting mindsets and behaviors to gain confidence, clarity and the skills necessary to drive themselves, their teams and their organizations forward. Having worked in the nonprofit and corporate space, I have been led by leaders of all types. I experienced leaders who led with ego, credentials and a “know it all” attitude. I also experienced leaders who didn’t quite know what they were doing technically, but were really good people and we all sort of felt bad for them because “they mean well”. Neither inspired me. I didn’t want to be led by fear and intimidation and I didn’t want to be led by someone who couldn’t teach me, guide me, develop me. Read more>>

Leah Coonan

reVinyled’s mission is twofold: preserving our environment, and nurturing human connection through nostalgia and music. I am a proud Gen X bicentennial baby and was lucky enough to grow up in the days of landlines, photo albums, and yes, vinyl records. With the unprecedented development of technology our attention spans are shorter, and instant gratification is the norm. Fast fashion, song downloads in seconds, AI, lasers and 3D printers are replacing artists and tradespeople, leaving us with cookie cutter products and a lack of sustainable jobs for artisans. reVinyled is building not only a brand but also a community of eco-conscious artists and makers emphasizing collaboration, mutual aid, investing in the community, and other social responsibilities. Read more>>

Paige Beverly

As an educator and someone who has been passionate about supporting others in their journey of being lifelong learners, I have always been a mission-driven individual. In the role of classroom teacher and when I tutor and went through schooling, my purpose in my work was always to be the face and educator that I never received growing up. As a young black girl who did not have any teachers that looked like me or knew my experience navigating the world, I knew I had the gift of teaching and also never wanting any child to feel like me. Pre-judgment preceded me in every room I entered, and I wanted to change that for every child I encountered. Read more>>

Becca Gore

Drawn Goods has origins going back to my graduate school days in 2015. I was a Jewish girl moving from Chicago Illinois to Portland Oregon and found myself homesick for my community and a good bagel sandwich. In my free time I started painting pictures of bagels as a joke and sending them as greeting cards to my sister. Then the pastime grew to painting pictures of food and favorites for friends. When I started Drawn Goods as an official small gift product line the tagline was “Small gifts that make you say “OMG that’s so me!” I love drawing things that resonate with people and really help represent them. Read more>>

Letty Guttilla

As the owner of a non-profit horse rescue, I have experienced both deeply saddening and heartfelt rewarding moments. My mission is to provide assistance to as many at-risk horses as possible that have suffered from abuse, neglect, and starvation. Read more>>

Lisa Woodcock

Nothing prepares you for the double lines on a pregnancy test. In October of 2022, I experienced so many emotions when my husband and I found out we were pregnant with our first child – with the main one being joy. After the nausea and fatigue of the first trimester passed, I realized “Oh my gosh….I should probably start getting stuff together for this baby!”…for the baby, for the home, and for ME (the postpartum days can be crazy, as you know). Read more>>

Frederick Witherspoon

Fly Wear isn’t just a brand—it’s a movement with a purpose. The acronym FLY stands for Forever Loving Yourself, and that’s the heart of everything we do. My mission is simple yet profound: to encourage everyone to truly love themselves. Read more>>

Charlie Selby

Our mission is to bring literature to a community that is situated in a literacy desert and has been done the disservice of being left behind in terms of allowing books to be seen as a source of joy and comfort rather than a Herculean task to be overcome. Read more>>

Jonas Brown

PH1315 began as a personal project, inspired by romance and the desire to create the perfect first-date experience. As someone who cherishes quiet, intimate settings, I’ve always been drawn to places that set the right mood. Unfortunately, I wasn’t finding my version of romance around town. Read more>>

Donald T Hardison Ii

Simply put, My mission is to serve others in any capacity. Whether your homeless, a widow, an orphan or just someone needing to be heard. Compassion is a dish best served at any time of the day. We were all put on this earth to love one another, to do unto others as we would have done to ourselves. Yet more often than not, do we ever see this an action. I truly believe if one person leads by example, others will follow. It doesn’t cost you anything to show kindness, nor does it to extend grace and mercy to those who may be in desperate need of it. I’ve seen first hand what the power of generosity and common courtesy can do if done so from a genuine heart. So why not be that person, after all, were all in this together! Love always finds a way! Read more>>

Riley Anderson

Besides the fact I absolutely love teaching and coaching, my mission as both a guitar and west coast swing dance teacher is to make a positive impact and help beginners especially discover their potential. Read more>>

Beth Inglish

My mission is to help people harness creativity, emotional intelligence, and a regulated nervous system to create lives of lasting joy and fulfillment. This mission is deeply personal because it’s rooted in my own journey of transformation. Read more>>

Brandilyn Hallcroft

The story behind my mission comes from my own experiences and the journey I’ve been on to heal and grow. My mission is to help others find peace and clarity in their lives through journaling because I know firsthand how powerful it can be. I’ve lived through trauma, loss, and those overwhelming moments when you feel stuck and don’t know how to move forward. Read more>>

Harte Pisani

In my podcast, the mission was to raise awareness of mental health issues in athletics. I wanted people to know that there are many issues out there, but also that a lot of progress is being made in that realm. In my writing, I mostly focus on satire because comedy as a means to point out our greatest flaws in thinking/ways of doing thing is both fun and rewarding for me. Read more>>

Dj Mehul

As the Premier Indian Wedding DJ/MC in New York, New Jersey, Connecticut, Pennsylvania, Massachusetts, Maryland, Delaware, Ohio, Florida, Maine, South Carolina, North Carolina, Rhode Island, Vermont, New Hampshire and all of the South Asian Wedding industry, my mission goes far beyond just spinning tracks — I’m creating experiences, telling stories, and fostering connections that transcend borders. Being recognized as one of the leading Fusion Wedding DJs for mixed weddings, specializing in curating unforgettable celebrations that seamlessly blend tradition with modern energy and various musical backgrounds; my mission is to create moments that not only celebrate cultural roots but also unite people across different backgrounds, forging meaningful connections. By intuitively reading the crowd and infusing dynamic, high-energy sounds, I ensure that every wedding is a unique and unforgettable celebration of love, diversity and culture. Read more>>

Claudia Revilla

“My mission with @xmasbyclau is to bring the magic of Christmas to life for families and businesses, creating spaces filled with joy, warmth, and unforgettable memories. Growing up in Mexico, Christmas was always a special time for me—it was about family, traditions, and the little moments that brought us closer together. When I moved to the United States, I realized how much I missed that sense of connection and magic during the holidays. Read more>>

Iryna Wood

My personal approach to relationship counseling and self-discovery is designed to help individuals truly understand and accept themselves. In today’s society, people often navigate life under the influence of social media, parental expectations, or advice from friends, living someone else’s version of life. I did that too. This path is both dangerous and ultimately disappointing. Read more>>

Christian Hoeffel

At Vineyard Voyages, our mission is deeply personal to me. It’s about making the incredible world of Virginia wines accessible to everyone, regardless of their wine knowledge or budget. For too long, the traditional image of wine tours has been one of exclusivity – something reserved for those with deep pockets and a pre-existing understanding of wine. I wanted to challenge that notion. Read more>>

Jalisza Proctor

This mission is deeply personal. Having overcome challenges myself, I understand the importance of having reliable, trustworthy support to achieve your goals. This understanding drives me to create businesses and services that not only meet practical needs but also inspire hope and progress. Read more>>

Danielle Atkinson

I began my journey in the beauty industry when I was 13. I realized quickly that I could brighten a person’s day by styling their hair and helping them see the beauty I saw. The smiles on their faces, the confidence they had created a passion within me that I still hold on to. My journey in the beauty industry has given me so much joy that I wanted to share the joy and passion with others so I began my teaching journey. What I quickly realized was that the people who are in this industry, enjoy seeing beauty in other people. There is a selflessness that comes from within that wants to serve others in a way that makes a difference that they can see. I am grateful for the many beauty professionals who I am able to inspire, and teach who go on to do great things in the beauty industry. The mission is simple, create beauty for those who you meet, those who sit in your chair and trust you with some of their most vulnerable moments. This is the gift of the beauty industry, we touch people and we serve people. Read more>>

Evony Holloway

I didn’t want to start this off with something cliche but I want to tell the truth. And the truth is baking is therapy for me, and without it I don’t think I’d be here. 2020 was a hard year for a lot of us. Many people were laid off from their jobs and I was laid off from my education since our spring break extended to April then eventually we were out of school all together. During that time, I realized I had no true goals for myself,and I didn’t have a job yet whereas all of my peers were working and learning how to drive. With us being on lock down I began to worry for my future and if I’d have one at all since I didn’t know when I’d be allowed outside again. I became severely depressed and started to look for things to occupy my time and not focus on the negatives. Before I knew it I started baking. I remember telling myself, in a dramatic fashion might I add, “I don’t know when I’ll be able to go to the grocery store again so I need to learn how to fend for myself.” I started searching for things in the pantry and stumbled upon overripe bananas. I was tempted to throw it away but something told me to look up a recipe on banana bread and so I did. I made my first batch and it was amazing. I tried again and failed miserably because at the time I didn’t know the key to good banana bread were overripe bananas. I felt myself growing addicted to the trial and error of baking and once I got the gist of it I started to play around with banana bread by adding other ingredients into the mix like walnuts and pecans. Not only was I addicted to the feeling of creating but I also enjoyed the reaction of my family when they told me they liked what I made and would ask for more. I figured since my family enjoyed my baked goods why not extend that feeling to others? So I got my Food Handlers License and signed up for the Farmers Market in my town and sold my goods there, which was nerve wracking since I am an introvert at heart, and achieved great success. Even though I am still on a slow burn of building my company, it makes me happy to know that I can make others happy with the things I create and hopefully extend that feeling to others worldwide. Read more>>

Marcela Pulido

The story behind my mission as a wedding photographer is deeply rooted in my own experiences and identity. Growing up as a Mexican-American Latina, I often felt unseen in spaces that celebrated love and beauty. Wedding imagery, in particular, felt homogenous, showcasing a narrow definition of what love, joy, and connection looked like. That stuck with me. Read more>>

Aurelio Bocanegra

Being a Comedian is no different than any job. If you want to be successful you have to be driven and passionate about your profession. Driven. Relentless. Able to handle doors being slammed in your face, Obstacles that arise and to keep pushing forward. Read more>>

Nicole Booker

Hello beautiful people! My name is Nicole Booker. I was born and raised in Austin, Texas, and my business is in Round Rock, Texas.

My 25 years of experience in dentistry and my determination to help my niece with eczema were my true revelations in my skincare journey. Read more>>

Christine Passo

I became a coach in my early 50’s after reassociating my Social Work college degree from the mid 90’s with overcoming the hardships in life that had held me down for decades. It was an undeniable calling I’d felt for a long time. I had to rediscover who I truly was, embrace every aspect of myself, and confront the grief I had carried for so long before uncovering my life’s mission. Read more>>

Julia Farhat

I graduated in 2023 with my bachelor’s in marketing from the University of Michigan-Dearborn. In the job hunting process, I was also helping a local childcare center with its social media strategy and consistently posting high-quality and engaging content to showcase its brand. After working for a small marketing consultant firm and sports agency, I discovered my true passion lies in supporting and helping local businesses thrive. I wanted to help take the stress off business owners with a lot on their plate—providing them with the proper tools and materials to make their socials look how THEY want. There used to be a severely underrated Mexican spot near my house and every time I would go, they were booming with orders and as a consumer, it brought me happiness to see them grow. I found out months later, that they permanently shut down. I examined their social platforms and noticed they haven’t posted in over a year and when asking locals about them, nobody knew who I was referring to. Read more>>

Chazmine & Michaelangelo Sansano

Our mission at Mayari Coffee is to support both small and female-owned farmers in the Philippines. We also want to build a platform for mental health awareness through our series “Voice of Depression.” With this series, we invite those who are strong enough to share their stories and give them a chance to be a voice for others to feel seen, heard and supported. Read more>>

Arif And Ricky Alfaraz, Carollo

Our mission is to spread happiness, fun, and authentic representation of the LGBTQ+ lifestyle while empowering creators to transform their passions into profitable and fulfilling careers. This mission isn’t just something we dreamed up—it’s a reflection of our own journey, one that was born out of hardship, resilience, and a determination to create a better life for ourselves and others. Read more>>

Justin Gordon

The mission is simple. I am a contribution to the paradigm shift of the mental state of people in the hoods of America. I provoke thought with my art and I provide an example of someone who is socially accepted in the hood while still being a nerd. What’s the story behind this mission? I’ll answer this question by first explaining the word “hood”. This term is an abbreviated version of “neighborhood”. I use the word “hood” because in many communities of America, we are missing the “neighbor” aspect. You cannot be a good neighbor to someone else if you aren’t a good neighbor to yourself first. Being a good neighbor to yourself means that you love and respect all aspects of yourself. If you accomplish that, then your love and respect for those around you will expose themselves naturally. However, in a capitalistic society, there is much profit in a lack of critical thinking, love and respect, while fear and scarcity drive decision making. When we are successful at the paradigm shift in our way of collectively thinking, we will save our souls from regret and irreparable damage. Malcolm X and MLK were sole leaders who did great things, but what if we had 10 thousand Malcolm X’s and 10 thousand MLK’s across America, representing their communities/families and coming together as a team? Read more>>

Tiffany Hemingway

My mission from the very beginning was to create something that first nourishes my family and then overflows into blessing the community. As I continue to grow, hand in hand with those I love around me, I aim to impact the world for good. Read more>>

Kristin Turner

In 2025 America, we’ve lost the plot. And, not admitting it is keeping us from getting to higher ground. There’s nobody coming to save us. So, how do we go about the business of rebuilding ourselves and the world at the same time? Read more>>

Megan Schisler

Our small family business was born from the need to find a way to help improve the skin health of our two youngest children. They both navigate life with many food allergies, asthma, and severe eczema. We had spent years trying all the hypoallergenic over the counter moisturizers with little to no improvement. They often just sting, leaving the skin more irritated. With a combined 20-year background in healthcare and cosmetology, this Mama got to work! Read more>>

Nikki Sullivan

The mission behind my wellness business and retreats is deeply personal and comes straight from my own journey. I was once in a dark and dangerous place where I felt lost, stuck, and unsure of how to find my way out. I didn’t even know to articulate what was wrong to ask or help. Read more>>

Paula Pham

At Spark Organizers, we believe that true luxury extends beyond aesthetics—it’s about creating an environment that nurtures well-being and elevates your everyday life. Our mission is inspired by my personal journey. Growing up, I saw firsthand how organizing our space brought a sense of calm and clarity during challenging times, as my mom lived with bipolar disorder. These experiences shaped my belief in the transformative power of a beautifully organized home to foster both mental and emotional peace. Read more>>

Josette Green

Half of my beloved family is brown and I witness their life experiences which are concerning and different than mine as a white person. This inequity has to change. I live in a historically Black neighborhood and I see my neighbors fears and lack of trust towards white people. White people have hurt my neighbors for centuries so of course there is distrust. My neighbors deserve a life that includes care, compassion, equity encased in respect from all. I am motivated to do all I can to increase racial equity for St. Pete. Perhaps my work in this small corner of our country will not only uplift St. Pete but for my family elsewhere too. Read more>>

Tlalli Calderon

The story behind my mission is Art. I learned that my love for art came in many forms. I create art with hopes to reach every human being on this earth and impact them in a positive way by making pieces that express human struggles; mentally, emotionally, physically, and spiritually. I like to make art because it shows our most vulnerable parts. Our souls can sync and for a second the world and our pain makes sense. I believe that art is our soul’s expression and love to the universe. I am passionate about helping and advocating for people. Read more>>

Sierra Finley

I don’t know that I would define myself as a company, but I did start my business as a way to express feelings and bring light to topics that we shy away from. For years I have struggled with body dysmorphia and have found that through photography I can help others find their true self confidence as I did. My prints that can be found in local business and galleries embody a unique allure, inviting viewers to experience moments frozen in time while reflecting on the ephemeral nature of life.With each photograph, I invite everyone to pause, take a deep breath, and appreciate the limited time we have, reminding us that, like flowers, we are all fragile yet beautiful. Read more>>

Sarah Bondar

I am Sarah B. Bondar – Mother, prior law enforcement, prior 911 dispatcher, now lawyer and Founder and Creator of Made4MORE – a brand that was born and transformed through my life experiences, my own journey, my own hard work healing, letting go, and learning to love and be love. However, I am so much more than the labels listed above. Read more>>

Nnaemeka Anene

Things That Matter Foundation started from a simple hashtag I started using on social media in 2019 while attending college at The Ohio State University. #ThingsThatMatter tagged stories that I felt were important, and, moreover things that were not getting the attention they should. In a world where we tend to highlight the negatives, this small attempt at shedding light on people, communities, and organizations that were doing meaningful work in the world. Eventually, and thankfully, I graduated and started to work as a quality engineer. There was a desire to continue highlighting these stories, though, as well as finding my way to add to these transformative feats. Slowly, I started to lead different volunteer opportunities, collaborating with friends along the way. The model? Get young adults, tunnel-visioned on their careers, to still give back. How do we make this attractive? Incentives. Whether a gift card to a local coffee shop or free entry into the hottest party in the city, we created a space to do good, feel good about it, and be rewarded in the process. In short, we “merge what you need to do with what you enjoy,” or in other words, have fun while doing the #ThingsThatMatter. Read more>>

Fiona Shaw

“My mission is to empower individuals to embrace their beauty, confidence, and uniqueness. Through my expertise in sewing and alterations, I strive to create perfectly fitted garments that make my clients feel elegant and radiant on their special days. As a model and dancer, I celebrate self-expression, strength, and self-love, inspiring others to find empowerment in their own journeys. Drawing from my experiences as a mother, grandmother, and survivor, I dedicate myself to fostering confidence and resilience in everything I create and share.” Read more>>

Jackie Birch

I was diagnosed with anxiety and depression at age 13. I remember asking my therapist at the time, “Ok, so how do I cure this?” She looked at me with soft eyes and said, “There is no cure, but medication can help.” Read more>>

Kymani Hayden

The mission behind my community & lifestyle brand KARAT NYC, is to bring together ambitious, inspired and vibrant souls over a shared love for community and learning. As a first generation Jamaican-American from Harlem, I understand the impact and importance of community and culture, especially in a post-Covid world where so many of us have felt the strains of isolation and reconfiguring what connection and socializing has had to look like. With the absence of so many third spaces and the emergence of new and creative ones, KARAT speaks to the needs of people seeking enjoyment without barriers, judgement or confinement to a specific niche. Read more>>

Chelsea Schreiber

In 2019, my life took an unexpected turn. I was fired from my job at a news station because I went into early labor with my son. It was a devastating blow, but also a pivotal moment that forced me to reevaluate my career path. I decided to take the leap and start my own business, focusing on a demographic I felt passionately about—small, women-owned businesses. These businesses often needed help with writing and social media services, and I wanted to provide them with the tools to amplify their voices. Read more>>

Christina Sims

My mission began during one of the most challenging moments of my life. I was rushed to the hospital by ambulance after medical staff could not locate my son’s heartbeat. After his heartbeat flatlined for a second time, I was immediately put under for an emergency Caesarean section. By the grace of God, my son survived. However, exactly one month later, I was required to return to work or risk losing my job. I sacrificed precious moments I could never get back and my own recovery to secure my family’s future. Despite my sacrifices and success in my role, I was laid off just a few years later. Read more>>

Casie Kindl

The Age of Beauty mission is to help every woman feel deeply beautiful, inside and out, no matter her age or external circumstance. As women, we learn from an early age to adjust who we are to fit in and meet others’ expectations of us, often at the dismissal of understanding who we truly are. We give 110% to our careers, families and friends yet often feel drained, exhausted and inadequate in our pursuits. The Age of Beauty mission is to show women their inner beauty, so they can radiate it out into the world. Read more>>