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.

Jordan Lashley

I had been working in the yoga industry for about 10 years and practicing for 15, with a growing curiosity about the deeper aspects of yoga beyond the physical postures. Most people only experience yoga as a series of exercises, not realizing its full potential as a comprehensive lifestyle system. The majority of yoga studios focus solely on the physical aspect, leaving much of yoga’s rich tradition unexplored. An older friend and fellow practitioner shared their experience at Swami Sivananda’s school in New York in the 70s, saying, “There were classes on poses, meditation, mantras, and philosophical teachings. Some people attended for years and never even did a downward dog!” Read more>>

Nitin Kamath

All through my life, I kind of had an intuition that not only do I LOVE food, but I also love to cook and feed others. The happiness, satisfaction, and pride I feel when someone enjoys what I prepare is an emotion I can’t quite find words to describe.

However, it was when we moved to Singapore that this passion took on a new dimension. It was a foreign land with cultural and language barriers, keeping our relationships with neighbors limited to occasional greetings. One day, I decided to take the initiative and asked my neighbors if they would like to try some Indian food—pork curry to be specific, knowing they loved pork. They said yes! Read more>>

Kristi Doolittle Wick

I’ve always loved candles—the warmth, the way a scent can transport you, conjure up a memory, and the comfort they bring. But starting a candle company? That wasn’t something I had considered until late 2022, when a close friend who owns a successful candle company in Texas suggested that I start my own here in Northern Virginia. It was one of those lightbulb moments—why hadn’t I thought of this before? With her guidance, I got Loudoun Wicks up and running in just one week and launched my Fall Collection in October 2022. What started as a passion quickly turned into something bigger. Read more>>

Rattlesnake Cable Company is the product of a lifelong passion for music, combined with a diverse work history and an obsession with quality gear. I’ve been playing guitar since the early ’90s, and over the years—through countless bands and projects—I found myself on the endless quest for better tone and higher-quality equipment. Along the way, I picked up a soldering iron and started experimenting with electronics. After a while, I asked myself: Could I build something useful for my music? That question sparked a whole new journey. Read more>>

Alli Elmunzer

The idea for my business was born out of a unique blend of passion and practicality. At the time, I was working as a lawyer, but on the side, I had a love for photography and was photographing families and weddings. As I spent more time in that creative space, other photographers and creatives started finding out that I was also an attorney and they began coming to me with questions, looking for legal advice they could trust. Read more>>

Rebekah Trevelise

I’ve been teaching music for years, and one of the biggest challenges I’ve seen—both for myself and other teachers—is keeping students engaged in music theory. It’s a crucial part of learning music, but let’s be honest: most students find it boring, frustrating, or just plain hard to grasp. What I noticed, though, was that every time I introduced a game, everything changed. Students were suddenly excited to learn. They were remembering concepts without even realizing they were studying. But there was a problem—most music teachers don’t have the time to constantly create new, effective games from scratch. And even when resources existed, they were often cluttered with generic clip art or thrown-together designs that didn’t inspire excitement or engagement. Read more>>

Amanda Williams

This Idea for my business KeepMoneyNow came about from my desire to want more young adults to learn about investing and in realizing that there were no financial relief programs available in my area for college students. Also in realizing that more than one area of our financial lives had to be dealt with.

I created this business that educates young adults about finance, equips them with simple concepts and basic financial knowledge, and that provides financial support- all tools to help young adults succeed financially. Read more>>

Darrius Pierce

“The journey to naming Touché Cosmetics was quite serendipitous. While I had already developed the concept for my natural beauty brand, finding the perfect name proved to be a delightful challenge. ‘Touché’ had always held a special place in my heart as my favorite word, representing wit, connection, and that perfect moment of realization. One day, during a casual conversation with a friend, I instinctively responded with ‘touché’ to their question, and in that moment, everything clicked. It was an instant epiphany – Touché Cosmetics was born. Read more>>

Abudujannah Soud

It’s 2002 , a friend of mine and I were chatting about the lack of familiar food, culture and faces as island boys in the dessert of New Mexico, Santa Fe to be exactly. Love and Joy was born. As we both had family responsibilities we started doing a very popular flea market on the weekends with a grill, rice and beans that we will cook at my house and lentils. As we got popular we got invited to all reggae and African concerts to sell our food. Read more>>

Captain Megan McLaughlin

Our family started this company in 2008. We rented a boat for my Mom’s Birthday and I absolutely fell in love with the waters of the Low Country and surrounding areas and knew right then that I wanted to make this my new office!
-I had been on boats my whole life, my Grandpa Linville taught me how to drive a John Boat with a trolling motor when I was 4 years old and had to sit on hit lap to reach the handle to steer. Read more>>

Avery Helgeson

I’ve always known I wanted to work in the creative space—I have a degree in Marketing, and from the start of my career, I was drawn to the storytelling and strategy behind great branding. Over the past ten years, I’ve worked in marketing roles across a variety of industries—from non-profits to fashion brands—and while each industry was different, one thing was always the same: small business owners were overwhelmed. Read more>>

Jack Stauss

We started Party Shirt International because we realized there was a need for people to have fun, jovial shirts to do all their activities in. We had been wearing our own shirts that we found at Goodwills for years while we peak bagged, tailgated, mountain biked, and went skiing and people were always stoked to see them. So, finally we stirred up our own designs – inspired by nature – and started our store! We found a material and shirt that fit the active lifestyle and the rest is history. Read more>>

Tyler Brown

The idea came from a combination of my early experiences with baking and my awareness of the health challenges in my community. When I first started baking, I was inspired by the chef at my middle school, who not only made amazing pastries but also demonstrated how food could bring people joy. However, as I began to explore the world of pastries more deeply, I noticed a recurring issue: many desserts were packed with sugar and artificial ingredients, which made them less accessible, especially for people with dietary restrictions or health concerns like diabetes. Read more>>

Amber Jenkins

In 2014, I made a commitment to never attempt suicide again and overcome anxiety and depression. In 2016, I shifted my focus to a plan. Along with my mental health, I also wanted to get to the root of my hormonal issues because of the struggles I had with polycystic ovary syndrome. I was confident my skin breaking out and weight gain were signs that something in my body was not right. I refused to ever accept my life being filled with pain and imbalance. I decided to start my transformation with everything that made me feel happy. I went to the library and searched for books. I read about nutrition, energy healing, and meditation. Once I read about the benefits, I was fascinated. Read more>>

Thom & Jenny

The idea for my creative services business, RoadTwoAdventure, originated from my travels to Okinawa, Japan. It was there, exploring small local shops and eateries that many visitors often overlook, that I found immense joy in discovering hidden gems. My partner and I would frequently find ourselves in places that were not widely known, enjoying genuine interactions and unique experiences that felt authentically local. Read more>>

Brad Schaefer

Studying architecture in college gave both of us an intense desire to create literally everything. When we entered the workforce, we found ourselves quickly disenchanted with the state of creativity within the architecture field. In our evenings and weekends, we would pursue other creative adventures, like screen printing, ceramics, stained glass, gardening, 3D printing, wine-making, and making our own ink from trees. Curiosity quickly consumed us, and we realized quite quickly that we needed more space for our infinite collection of hobbies. The idea of building a makerspace came earlier, but it was around this time when we started to seriously consider it. We wanted to share the joy that we get from making stuff with others. That’s where Breva Creative comes in. We wanted to build a shared space for people to learn, create, and explore. Read more>>

Anastasia Alexandrin

I remember the exact moment I knew I would be an artist. I was 11 years old, stepping into Barnstone Studios for the first time. The walls were lined with the most breathtaking drawings I had ever seen, and something in me shifted. I wasn’t just looking at art—I was looking at possibility. I decided, right then and there, that one day my work would be on those walls. Read more>>

Sheba Empowers

I love this question! When God gave me this idea in 2018, He said that it is first my ministry that turned into a business and brand! Sheba is an acronym; it a life mantra that has changed my life and the lives of others along my journey. It means: (SHE)s(B)etter(A)fter it ALL! Read more>>

Nicci Ashby

My first business was called FIFO Families, which stands for Fly-In, Fly-Out. At the time, in 2010, my husband was working offshore on a gas rig—he was away for four weeks and then home for four weeks. We had three young children, all aged four and a half and under. That meant I was on my own for a month at a time, raising our three kids, aged 4.5 and under.. Read more>>

Chels Reese

The idea for Fit Together Studio was born out of a deep passion for movement, community, and creating a space where women feel truly supported, strong, and seen. As a certified health coach, personal trainer, and group fitness instructor, I’ve worked with women in all stages of life—through pregnancy, postpartum recovery, athletic training, and longevity-focused fitness. But for years, I saw a gap in the fitness industry. Something I wish I had to be through my pre and post baby phases. Read more>>

Mirembe Doreen

I was born and raised in Uganda Kampala the capital city down in the slums where single mothers hustle everyday. Being raised by a single mother that life shaped me into hustler from an early since my childhood I had a dream of telling stories at the same I was yawning so much to help those in need the same people used to help my mother. It wasn’t a bed of roses but a hard a desire to create a story that can change someone’s life in the slum, something that would empower all single mothers the dream was big I started small by joining small film group learning acting and doing other activities as I wait to start my own. Read more>>

SJ Grundon

I came up with the idea for AfterHours Market because I saw a gap in the social scene that no one else was really filling. This generation of young adults (20s and 30s) are tired of going out and spending money just to try to meet people—it’s expensive, and half the time you don’t even leave feeling connected. Most social spaces revolve around bars or clubs, where it’s more about the transaction than genuine connection. I mean, how many times have you actually met up with someone you exchanged numbers with at the club? I haven’t—but I have made some of my best friends at AfterHours, just by sitting in the lounge or shopping at a booth. Read more>>

Jesus Moya

From the beginning, my journey in martial arts and self-defense was never planned with the intention of achieving success. I didn’t have a business strategy or a roadmap to recognition; I simply followed my instincts, discipline, and the need to improve every day. I grew up in a difficult environment without family support, which forced me to make adult decisions at a very young age. That experience taught me to rely solely on my own efforts and to see martial arts as both a refuge and a tool to strengthen myself, not just physically, but mentally. Read more>>

Courtney Davis

Cinematic Vizuals started with a camera, a vision, and the need to create something of my own. At first, I was just shooting music videos, but I realized I didn’t just love filming—I loved telling stories. I saw a gap: so many brands had great products but weak visuals. Their content didn’t match their value, and I knew I could fix that.

The logic was simple—video is one of the most powerful ways to market anything, and businesses need high-quality content. I had the creative eye, the skills, and the drive to make it happen. So, I started investing in myself—learning the business side, refining my offer, and building my website, all while still working my full-time job. Read more>>

Jackie Robbins

I’ve always been obsessed with flavors and fermentation. My husband Josh (also co-owner) and I have always dabbled in fermentating beer and wine. Like most people, I actually never knew what mead was until Josh introduced me to it. As we sought out various meaderies, I learned how versatile mead could be. It’s the perfect canvas for carefully crafted flavors. While we were living on the east coast, Josh had volunteered to make a batch of mead at a local meadery and was encouraged to purchase a kit to make our own mead. That kit came weeks before the country shut down for COVID. So here we are, stuck in a 850 square foot in downtown Washington DC with nowhere to go. Read more>>

Kevin Dowling

Funnily enough, the spark for my business started with me sucking at the Playstation game, FIFA. During the pandemic, I was working as a teacher, starting to feel burnt out, and like many people, I found myself dusting off my old PlayStation as a form of distraction. I fired up FIFA (a game I used to dominate in back at Uni), and to my horror, I was absolutely terrible. Like, embarrassingly bad… And something about that bugged me. Read more>>

Benjamin Dexter

The idea for The MAC was born out of both nostalgia and necessity. Growing up, macaroni and cheese wasn’t just a meal—it was an experience. It was comfort on a plate, the warmth of home, and a dish that brought people together. But as I got older, I realized that this classic comfort food was often limited to either uninspired fast-food versions or upscale, overpriced restaurant plates. There was a gap in the market for something in between—a gourmet take on mac and cheese that was both accessible and exciting. Read more>>

Dr Carine-Ange Tagni

I’m Dr. Carine-Ange Tagni, a board-certified OBGYN and Intimate Wellness Expert. I specialize in helping women navigate the deeply personal and often overlooked challenges that affect their intimate wellness—especially through transitions like postpartum, perimenopause, and menopause. The idea for my business didn’t come from a marketing plan—it came from experience. Read more>>

Charlene Lopez Young

It started through a series of game nights and wanting to cook Filipino food for my new friends in STL. We really just took a shot and it stuck! STL is a huge BBQ city and we wanted Filipino BBQ to be a part of the conversation. Read more>>

Judy Aguilar

The idea for All Events Judy actually started as a personal need that grew into something much bigger. I’ve always had a passion for creating memorable experiences – whether it was organizing family gatherings, birthday parties, or even just helping friends with their events. But as I found myself helping more and more people, I started to see how much stress and confusion can come with event planning. It wasn’t just about picking a venue or finding vendors; it was about pulling together all the little details that can easily be overlooked, and for many, it became overwhelming. Read more>>

Eugenia Chu

When my son, Brandon, was little, I found myself on a constant search for children’s storybooks that celebrated Chinese culture—books that included a few Chinese words and phrases to help teach or reinforce his vocabulary. But no matter how hard I looked, I couldn’t find anything quite like what I had in mind. Most of the books I came across were either simple translations—Chinese on one side and English on the other—or instructional ABC/123 type books with no real story. It wasn’t what I was looking for. Read more>>

Jordan Flagg

I have been a dog trainer for almost all of my working life. I got my start volunteering with the behavior department of my local humane society- it was there that I got the “training bug” and the desire to help animals sprouted within me. I was fascinated by the science behind how animals learn, and I chose to do everything I could to learn more. I became a certified dog behavior consultant, and began helping people with their dogs through private training lessons. Read more>>

Giffesha Facey

My journey with natural hair started when I was just 10 years old visiting Jamaica. My cousin was the one who first put my hands to work, teaching me how to braid. It was more than just a skill—it was a connection, a way of creating beauty with my hands. From that moment, I knew I had a passion for hair. After high school, I took that passion a step further and attended cosmetology school, refining my skills and deepening my understanding of hair care. Read more>>

Britnee

The idea for the SD Gunner Fund was born out of one of the most challenging times in my life. My husband, Hamilton, a Purple Heart recipient and catastrophically wounded veteran, was struggling to navigate daily life with his injuries. In 2012, we were advised by the Department of Veterans Affairs that a service dog could greatly improve his mobility and help manage his PTSD. What seemed like a straightforward recommendation quickly turned into an uphill battle. Read more>>

Maurice Ford

I came up with 5 Times a Slave: How Childhood Trauma Can Create a Career Criminal by looking back at my own life and asking myself, Why did I keep ending up in the same place? No matter how many times I told myself I’d change, I kept falling into the same cycle—crime, addiction, incarceration. It felt like I was trapped, like something bigger than me was pulling the strings. Read more>>

Rashad James

I wanted to be as strategic as possible and looked at releasing projects as if I was an artist releasing an album with a roll out. I use my Instagram as a mood board so on my story I’d post interviews, music videos, album covers etc of artist from the 90’s/early 2000’s era. So, when doing Fashion Styling projects it could all tie together – I first would look at photographers that fit my aesthetic, look at models that either had a following or wanted to build a modeling pro-folio. I would find clothes that I knew would get highlighted by the owner so when I released it was as many eyes on the project as possible and intertwining that I’m very influenced by female rappers notably Foxy Brown. Read more>>

Madejah Smith

I totally get how overwhelming it can feel when you’re trying to figure out who you are and what you want to do, especially when life keeps throwing curveballs. I’m 22, a mom, a student, and an entrepreneur, so I’ve definitely been in the trenches, trying to make it all work. And it’s in those moments where I felt the most pressure to be something I wasn’t that I realized I needed to create my own lane. Read more>>