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.
Jannesy DeLeon
My journey as a caregiver has been the driving force behind every idea I’ve ever pursued. As a mother to two children with profound disabilities and medical complexities, I’ve lived the daily realities of navigating a world that isn’t always built for inclusion. When my daughter Gabriella was born, non-verbal, non-ambulatory, and who soon after became dependent on a ventilator, my entire life shifted. Then, with the arrival of my son Nicholas, also non-verbal and with his own unique needs, I knew my role wasn’t just as their mother—it was as their fiercest advocate. Between caregiving and fighting for their place in the world, I realized that inclusion was a necessity. That’s where the idea for my two books came from. I wanted to create stories that not only reflected my children’s lives but celebrated them. I wanted stories that taught children and adults alike the beauty of inclusion and the strength of resilience. Read more>>
Brooke Jasky-Zuber
Star Song Art was born out of the Covid era. To this point I had abandoned making any substantial art. It had been over 10 years since I did more than doodle. I had set art as a serious endeavor aside because there came a time were I just didn’t see the point. My identity was so wrapped up in being an artist that it felt more like a performance than a heart driven effort. Well in the winter of 2021 when the tiny remote Alaska town I lived in was even quieter than usual, I began to deeply feel the divide that was growing throughout the world. I could feel the separation, loneliness, and utter desperation that seemed to be seeping into every corner of the world. I saw people loosing their humanity and compassion, although my tiny town was insulated and didn’t feel the effects as intensely people still turned on each other and became quick to judge, place blame and publicly shame their neighbors. Read more>>
Danica Carson
This is kind of an interesting story! Hack Decks® was developed as a tool for clients of our boutique organizing business, The Uncluttered Life®. The Uncluttered Life® specializes in creating functional and affordable organizing solutions for our clients, particularly those who struggle with ADHD. There are lots of organizing businesses out there, but not many that focus on ADHD solutions. Organization can be life-changing for people struggling with ADHD. Figuring out one-step solutions is critical because of attention spans and tendencies to jump from one task to another without completing the original task. Read more>>
Mariama Diallo
Growing up as a Muslim girl in Tennessee, I often found myself searching for modest fashion that aligned with my values yet still felt modern and stylish. Options were limited, and I frequently had to compromise on either style or affordability. Watching my father work tirelessly in his fashion merchandising business, Diallo’s Dresses, I learned the art of recognizing what people need and creating products that resonate with them. During my college years, while pursuing a degree in Business Administration, the idea of starting my own business began to take shape. I realized that the struggle I faced wasn’t unique to me—there were countless Muslim women, not just in my community but globally, who were looking for affordable, modest fashion options. Read more>>
Tanna Marie
The idea for my creative services business really came from realizing how draining it was to constantly share my life as an influencer. I’ve always loved being creative—whether it’s through photography, design, or content—but after a while, I found that being an open book online was taking a toll on my mental health. Losing my mom in 2020 added extra stress, but the bigger issue was feeling overwhelmed by the pressure to keep sharing everything. That’s when I discovered user-generated content (UGC). It was the perfect way to stay connected with my creativity and help brands without the need to overshare my personal life. I could focus on creating videos and photos that helped businesses while maintaining boundaries that were better for my mental health. I felt confident I could make it work because I already had experience in photography, social media, and design. Plus, the UGC space was growing, and I knew there was real potential to succeed while keeping my life a little more private. It just clicked for me, both personally and professionally. Read more>>
Doni Spielberg
Hello I’m Doni Spielberg Since I a kid I loved watching movies my favorite was little rascals & Lion King since the grassroots I knew making films was my calling from acting in imaginon plays “Boy Who Cried Wold” & Three Little Pigs this transition from age of 15 writing my first screenplay called Brighter Days & Darkness Hours which got third place in a contest later on at 16 I had got my first camera a polaroid picture camera that I would take pictures everywhere from cars , parties & etc as a Freshman in college I started taking it more seriously I created my first music video called Globoytroy – Go Crazy since then Lone Wolf Production was born from my underdog persona & outcast as a young youth I never thought fit in & I used my art as a altar . Read more>>
Alan Pierce
I started my own residential remodeling company in early 2014. I had just moved back to the US from living overseas and was working in Portland for a local remodeling company that focused primarily on Aging in Place. My most recent construction experience at the time had been managing heavy civil construction projects on a remote island in Indonesia. To acquaint me with U.S. residential construction codes and residential best practices, the company owner recommended enlisting me in a short craftsman apprenticeship. This time was also designed for me to get to know the field team prior to being integrated into their management team. Read more>>
Jayme Mason
The idea for Wear Your Story came to me during a moment that felt so simple yet so meaningful. As a mom, I’ve always believed that the little things hold the most significance—like the first time my son said “mama” or the small traditions that shape our days. I wanted a way to carry those moments with me, not just in my heart, but as a tangible reminder that tells a story. At the time, I was balancing my life as a stay-at-home mom, navigating the joys and challenges of motherhood while also sharing my love for affordable fashion online. I kept thinking about how jewelry could be more than just pretty pieces—what if it could be deeply personal? A charm bracelet or necklace that didn’t just look good but felt good, because it symbolized your story? Read more>>
Dailisha Eve Rodriguez
My grandmother and I were super close. She was the person that raised me as I was growing up. She taught me how to be the woman I am today. Her guidance was able to shape and mold me. When she passed away in 2014, I saw my life flash before my eyes. As her casket was being lowering, I knew that I wanted to leave a legacy in her name. I founded the organization with 7 incredible women out of my one-bedroom apartment in Brooklyn. The first few years I did not have a clue as to what I was doing. I felt super lost, and I did not want any guidance because I had a big ego. After a few years, I was able to see that I had to work on myself more to really be the change I see in the world. What we do at Hey There Beautiful is support women and girl to live their dreams unapologetically. Read more>>
Tyler Kathmann
The idea came from a cold winter night out to dinner with some family. We began discussing ideas of what we could all do after dinner. Which led us in a discussion that our smaller town, unfortunately, did not offer a lot of options for recreational fun for groups/families/etc. (We have two bowling alleys, a movie theater and an escape room, which are all SO much fun in their own right.) Read more>>
Tyler End, CFP®
While working at a well-known traditional financial planning firm after college, I saw firsthand how many people were being priced out and excluded from sound financial advice—most importantly—the people who needed help the most. People like my mom, a teacher, my neighbors, and millions of Americans who wake up daily without a financial plan for their future. Most financial products and innovations focus on high-net-worth individuals. For too many years, everyday Americans have been overlooked by financial services—especially those in or near retirement. The industry focuses on accumulating wealth and leaves consumers to fend for themselves when it’s time to decumulate their assets throughout retirement. This had to change. I set out to make that advice and tooling accessible to everyone—no matter where they’re starting from. That’s what ultimately inspired our mission at Retirable to empower a confident, worry-free retirement for everyone. Read more>>
Raena Rice
The idea for Seated & Stowed took root during my college days, about 20 years ago. (I know what you’re thinking—there’s no way I’m a day over 24, right? But my back begs to differ.) During my quick 45-minute flights home, I became That Girl—the one who romanticizes airport people-watching and treats every trip like a mini adventure. I loved the thrill of being able to hop cities with ease and a carry-on. But was I really That Girl? My first international trip to Paris was a wake-up call. In the fall of 2009, as a fashion student studying abroad, I went from short domestic flights to a solo journey across continents, from Los Angeles (LAX) to Paris (CDG). It was life-changing, yes, but also wildly uncomfortable. Between middle seats and the stress of navigating a foreign airport, I realized travel wasn’t as glamorous as I’d imagined. I wanted to embody the effortless confidence I saw in first-class travelers and make it accessible to people like me—young, eager, and often flying economy. Read more>>
Kate Ritter
Kate pivoted into proptech after 20 years in the entertainment and retail industries as an airbrush innovator in the makeup space. Her work was in Emmy magazine, British Vogue, commercials, TV, and red carpets during those two decades! The vision for HOMEKYND was to bring the connective advertising machine from retail/entertainment to the RE industry and HOMEKYND was born! Kate’s husband, Adam, is a licensed RE Agent in 15 states. At the time HK came to life, it grew out of his troublesome listings. One example, is that the HK team was able to help them move 90 properties in 60 days with the virtual staging services. Kate knew they were really onto something when buyers agents kept coming back asking where the furniture pieces were from. Their clients wanted the information to purchase dream furniture for their new home! Read more>>
Diana Leonczik
Hi! My name is Diana and I am the Founder & Lead Coordinator at Gather Grey Events. I studied at FIT and my ultimate dream at the time was to work at a fashion magazine. I very quickly learned I actually did not like the fashion industry and could not see myself working in it and eventually pivoted to bridal. I swear I was born with a clipboard in my hand. I say this quite often and it sounds like a joke, but I am very much serious in this statement. I fondly recall growing up what made me most excited was any sort of event and the planning that came with it. For every birthday, there had to be a theme, a guest list, a menu, a list of decor to match and you can bet my clipboard made its way with me down the aisles of Party City. It was something I looked forward to every year and started planning 6 months out (<i>not really your normal 8 year old</i>). Things did not really change as I got older. Read more>>
Emily Oswald
Bakehouse LA grew from my dual passions: urban farming and baking. Living in the city, I’ve always loved growing my own food, finding a deep connection to nature, and understanding the beauty and nourishment that comes from it. This connection to the earth naturally extended to my baking—turning simple, homegrown ingredients into something that brings warmth and joy to others. The idea for Bakehouse LA emerged during a challenging time in my life when I realized that baking was more than just a personal passion; it was a way to spread happiness and create meaningful connections. I saw a growing desire for authentic, high-quality food experiences, and I wanted to share that through a subscription service that felt personal and thoughtful—like receiving a bit of homemade love at your doorstep each month. Read more>>
Gia Baldeh
My journey to creating Baldeh Beauty Bar really began when I started my career at European Wax Center. I worked my way up to become a Wax Trainer for Central Ohio, and while I loved perfecting my craft, I quickly realized I was underpaid and overworked. Then, I discovered I was pregnant with my son, and that was a wake-up call. I knew it was time to take control of my future and create something of my own. In October 2021, while four months pregnant, I took a leap of faith and signed the lease for my suite—the suite I’m still in today! It was a scary and exciting moment, but I knew it was the right step for me and my growing family. Read more>>