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.
Mackenzie

I decided to open my own spray tan business as a result of my personal journey during pregnancy and postpartum. When I was pregnant with my second child, I began getting organic spray tans weekly, and they quickly became my go-to source of confidence during a time when I was feeling quite the opposite. The transformation I experienced with each tan made me feel beautiful and empowered, and the spray tan artist felt like a true superhero in my eyes. Read more>>
DeJay McNeil

King Dee Entertainment LLC is a space for all artists to share their creativity at lower costs, making it possible to give them a head start in the entertainment industry. The primary focus is film and shows as well as music and interviews. I felt that this would work because I come from a music background. Before gaining my Master’s degree in Film, I received a Bachelor’s in Recording Arts, both from Full Sail University. I was in the Orlando music scene for a good 2 years, and I felt the impact I made was worth 10. However COVID changed my trajectory towards film and other aspects of entertainment. I know what it is like to have a music dream or a film dream and not be able to complete it due to financial issues, etc. Read more>>
Benita Livingston

I retired from the VA in Memphis in November of 2021 and after about 6 months I was ready for a new adventure. I had been thinking about a few things but one day I was on facebook and I noticed a post by a friend who was a wedding officiant and I instantly knew that was it. So I started researching and talking to other officiants about the business and on November 1, 2022 I launched Living Ceremonies. It was really something that I had already been doing as a minister, I had provided premarital counseling to couples and had done a couple of weddings, so this was something that I knew and loved doing. I love meeting couple and working with them to create a wedding ceremony that they and their guest will enjoy. Read more>>
Tiaira Ball

The inspiration behind the Down with Being Extra Foundation comes from one of the most beautiful women I know—my sister, Lavonna Ball. She is truly one of God’s greatest creations. Lavonna was born with a special needs disorder known as Down Syndrome. For those unfamiliar, Down syndrome is a genetic condition caused by an extra copy of chromosome 21, leading to various physical and developmental characteristics, including intellectual disabilities, distinctive facial features, and a heightened risk of certain health issues. Hence, the name: “Down” (for Down Syndrome) and “Extra” (for the extra chromosome). Oh, and I embrace being extra in everything I do, which inspired the name of the foundation. Read more>>
Mohammed Jawad

The idea for Moonlight Mocktails was really born out of a moment of realization. We were attending weddings, family gatherings, and community events where there were beautiful setups, great food, amazing energy—but when it came to drinks, there was always something missing. Read more>>
Nichole Williscroft

It was during the height of the COVID-19 pandemic. Like many people, I found myself laid off from my job, leaving a company that had drained me emotionally and left me feeling like I had nothing left to give. It was one of those moments where you’re forced to pause and ask yourself, What now? Read more>>
Hannah Reeves

My career in photography began after surviving two years of recovery from a car accident my husband and I were in. I found myself sitting on my bed, overwhelmed with sadness over what I had went through and the uncertain path it had led me on. I couldn’t help but wonder what my next steps should be. I couldn’t walk, I couldn’t finish school, I couldn’t work… What could I do? I knew that I loved people and I loved making them feel happy. I loved art and light and composition. I loved pictures and the amazing stories they can tell. As time went on, I taught myself the fundamentals of photography, I sought out opportunities to practice, and I began my journey of learning how to take beautiful images. Read more>>
Melanie Wade-Styles

In the heart of Georgia, a beautiful story of tradition and love unfolds through a delightful beverage—Golda Kombucha. It all began with a cherished family recipe passed down through generations, originating from the hands of a remarkable woman named Golda. For over 40 years, Golda has lovingly perfected her unique kombucha recipe, pouring not just ingredients into the brew, but also her heart and soul. Read more>>
Rolondo Talbott

The idea for Inclusive Hearts Coaching emerged from the collision of two truths: that I spent years helping organizations build inclusion while quietly hiding parts of myself, and that once I fully embraced my own identity as a Black, autistic leader, I saw how much was missing from the inclusion work being done around me. Read more>>
Janita Diggins

I started Purple Jade Luxury Products because of my mother. In 2018, she was struggling with fibromyalgia and wanted to find alternatives to the prescription medications. For my mother, fibromyalgia was very hard for her because she has always been a “hugger,” someone who LOVES to hug and express herself with her family and friends, but fibromyalgia stole that from her. Hugs became hard for her to bear, they would hurt her, and that took a toll. I started doing my own research about holistic remedies and came across several methods of treatment that won’t cure, but would help manage some of the symptoms my mother was experiencing. Read more>>
Goddess Cyn

Every brand has a beginning, and mine started from within. From a young age, I struggled with hormonal imbalances and identity challenges, often trying to fit into spaces that didn’t truly reflect who I was. That changed when I discovered the power of creating my own space – one rooted in nature, self-expression, and healing. I found purpose in using the natural resources around me to improve my well-being, and from that moment on, I never looked back. Read more>>
Megan Nieves

Being a creative, I’m always looking for ways to reinvent myself. I was always a big thinker so I would imagine myself doing things I knew I could do so the idea came easy. I went from creating music to selling apparel to photography. Read more>>
Lauren Griffin

I grew up in a home where yelling was the primary language, and the only ways to deal with conflict were to have a shouting match or completely ignore one another. After having my last child, I began to notice things about how I was parenting that were reminiscent of my childhood, and I didn’t like it. I started a parent coaching program in 2023 after a very challenging two years in my personal and professional life. I have worked in education for over 10 years and interacted with hundreds of parents and children. One of the common threads I began noticing is that many parents are frustrated and angry, and in many cases, they take it out on their children, right at school. Read more>>
Dewayne Hill Sr

As a master barber with over three decades of experience, I’ve spent a lifetime learning the textures, challenges, and beauty of multicultural hair. Through my work at Marion’s Barber and Hairstyling Center, I’ve had the privilege of serving clients from all walks of life. Over the years, I noticed a recurring challenge: there weren’t enough high-quality haircare products that truly addressed the unique needs of multicultural hair—especially ones created by people who live and breathe this industry every day. That’s when the spark was lit. Read more>>
Jaclyn Logsdon

For as long as I can remember, I’ve had a deep passion for clothing. That passion led me to my first job in high school at a local gift shop, where I fell in love with the entire retail process. It was my first experience truly immersed in the day-to-day, helping customers on the floor, managing inventory, decorating the storefront, and observing firsthand how buying decisions impacted sales. Watching my boss carefully select products and then analyzing what sold versus what didn’t gave me an early introduction to branding, merchandising, and retail strategy. It was formative and stayed with me. Read more>>
Kate Rodriguez

I first fell in love with filmmaking as a preteen. In high school I shot a few productions and was planning to attend film school. Plans shifted and I never went to college at all, and by 2020 felt like I had left the world of filmmaking behind. But the itch was still there. I shot a couple of little films by myself just for fun, using songs that I enjoyed, and that re-inspired me. The summer of 2020 I pulled together family members and friends and shot a Star Wars fan film. We had a ton of fun and started planning to create a full show around the characters and storyline. During production, my husband showed me a TikTok of an amazing makeup artist, his cousin Brooke Waits, and suggested I reach out and bring her on board to help with the alien design. Read more>>
Scott And Miranda Parkin

Scott: My daughter Miranda and I have always had a great love for animation and comedy. We wrote, starred in, and Miranda animated our pilot the Comet Casino. Miranda: I love animation, and in particular episodes of animated tv shows where the characters go to a casino. I always thought “Why don’t they just stay at the casino?” Read more>>
Andrew Clinkscale

I founded PourForce after witnessing a recurring problem during my time in the spirits industry. I was working with a premium tequila brand that had just expanded into fa few new markets, and despite significant investment in distribution and marketing, sales were disappointing. When I visited accounts in these new markets, I discovered our beautiful bottles gathering dust on bottom shelves, bartenders who couldn’t pronounce the name, and some venues that didn’t even know they carried us. We had a distribution presence but no actual field representation – no one ensuring our product was properly displayed, staff was educated, or consumers could try it. Read more>>
Andrew DeStefano

Handy Neighbor Home Services has been a passion project of mine for over five years now and began in a humble and unexpected manner. I completed college in 2019 and planned to pursue an analytic career, but decided to take a hiatus to recover from four long years. This break lasted about a year and was impacted by COVID. I finally started working for myself again in Fall 2020, during which I was working as a math tutor and delivery driver before eventually deciding to try out handyman jobs. It began with simple labor jobs, then I added assembly soon followed by mounting and before long I was able to scale up my work and pay with on the job experience. Nearly all of my work stemmed from gig app leads which capped my earnings somewhat, but I was content with the earnings and stayed regularly booked. This arrangement continued for four years until I moved to Seattle in Fall 2024 and decided to truly become independent. Read more>>
Domonique Briggs

Emotional Intelligence accounts for nearly 58% of job performance, yet only 19% of US employees are considered to be emotionally resilient. I witnessed this first hand in my role as an instructional coach serving schools on the South and West sides of Chicago. During the blocks of time dedicated to building the social emotional learning skills of their students, I would hear teachers yelling at them through the walls and I immediately thought to myself, “How do we expect teachers to help kids manage their emotions when they don’t know how to manage their own?” This occurred shortly after I found myself in a situation where my emotional response almost cost me my livelihood, and at that very moment, I knew I had to shift my focus from supporting the emotional wellbeing of children, to empowering adults with tools and resources that support their own wellbeing as well as the communities in which they serve. Read more>>
Gina Olsen

Despite the perception that the Midwest is endless “flyover” fields, there is actually diverse terrain for outdoor adventure at any level. Kansas and Missouri are home to lush forests, over 180,000 miles of rivers and streams, rolling prairie hills, world class climbing walls, and miles of hiking and mountain bike trails. This diversity brings a community along with it, and that community needs gear for their adventures. Read more>>
Kevin Roberts

The idea started around 2009 or 2010. My mom, an avid gardener and Master Gardener, wanted to start a greenhouse for herself. She did the research and found plans to build a Quonset-style hoop house greenhouse. She went ahead and built a 24×24-foot structure. Read more>>
Singo Facery Maniga

The idea for Ensemble Washington wasn’t a sudden lightning bolt — it was a slow burn, sparked by shared frustration and a deep desire to see our community thrive. In late 2021, Klaus, Steven (my fellow co-founders), and I — all first-generation college students from immigrant families — were having ongoing conversations. We followed the traditional path: study hard, get top grades, and chase the so-called golden ticket to success. But as graduation approached, we realized those “great jobs” we imagined weren’t just waiting for us. Read more>>
Ashlee Hicks

One day I was out thrifting with my best friend and we stumbled on some cool silver spoons that were bent into unique shapes and made into necklaces. I thought wow that’s really cool. I knew I could do something unique like that too. So I got my hands on some metal thanks to my dad- he worked in a metal fabricating shop. Then I spent some time on YouTube learning how to cut and stamp metal all on my own. I have prided myself over the years for the fact that I learned how to cut and file my own blanks and I don’t need to rely on store boughten ones. Which I think adds a really unique touch to every piece. Read more>>
Carolina

After leaving one of my jobs, I found myself in a conversation with a close creative friend—an inspiring and successful entrepreneur—who casually suggested I start selling homemade granola. At first, I resisted. I had just moved to Florida from New York City and felt nervous about starting something new. Read more>>
Alan Bertaux

After losing my wife to breast cancer, I didn’t want to do the business we had been doing together anymore. After grieving for about a year and an half, I got married again and started thinking about what kind of business I’d like to get into. After searching high and low for about a year, I finally zeroed in on a picture frame shop that was for sale. I didn’t know anything about framing, but the price was right and it seemed like that was something which could be fun to get into. I bought the business in 1992, which came with one of the employees. The employee taught my new wife and I the ropes. Read more>>
Chelsey Macklin

I am beaming in the completion and success of self-publishing my first poetry book. It is the year 2018 and the self-assurance that came from figuring out book dimensions, knowing where each piece of writing would go, editing, and creating this physical publication from just a thought I had was something I would have never been able to fathom in my younger years. The feeling of accomplishment and the service that comes with sharing your heart motivated me to publish another book in 2020. During that time, many of my peers were seeking guidance and assistance on how to self-publish and the in’s and outs of the process to share their word. There is a quote by Toni Morrison that says, “This is precisely the time when artists go to work. There is no time for despair, no place for self-pity, no need for silence, no room for fear. We speak, we write, we do language. That is how civilizations heal.” Read more>>
La’Trice Murray

I started my company in 2020, during the height of the COVID-19 pandemic. At the time, I was working a 9-to-5 that required constant travel. Flying out every Friday and returning every Sunday. I was only home for about 24 hours a week. When quarantine hit and I was grounded, I suddenly had more time than I was used to, and it gave me space to really reflect. Read more>>
Debbie Beck

A van and a dream – that’s how The Free Book Buggie (TFBB) got started. Debbie, a passionate reader since childhood, set out to find a solution to a growing problem in our communities: lack of access to age-appropriate children’s books. As a volunteer mom, she and a very good friend Sue, created an “I Love to Read,” program for their children’s elementary school that got bigger and better each year, for 11 years.While traveling in Brazil, Debbie and her daughter Meghan saw a colorful VW bus filled with books, surrounded by tables also filled with books. That was enough of an inspiration for the light bulb to go on. They sat down in the park with a tiny little notebook and brainstormed names for the nonprofit.Debbie knew that there were two challenges many families faced: financial resources to purchase books, and the transportation to get to the books. Read more>>
Amy Love

Mid-pandemic, life cracked wide open. My mom was diagnosed with stage 4 cervical cancer, and I packed up my life in New York City, where I had spent the better part of a decade, and returned home to Portland, Oregon, with my then five-year-old child in hand. That next year, as a full-time caregiver as my mom transitioned from this life, and in that process, I healed so much of my own childhood. It was a very hard year, and grounded me in a way I hadn’t felt in years. Read more>>
Lee Hamzy

Little Schoolhouse in the Woods wasn’t born from a business plan or a grand design — it grew organically, the way spring ephemerals find the light. It began during a season of personal change: I had stepped away from my work at the Cincinnati Waldorf School to have my child. As someone deeply immersed in Waldorf education, I missed the rhythm of working with young children. So I brought a few kids from my former aftercare program into my home to care for them during the day. Read more>>
Nathan Finneman

The Wyoming wind, a raw and untamed force, whipped across the high plains, carrying with it the scent of sagebrush and a whisper of forgotten engines. Medicine Bow Airfield. A century etched into the cracked concrete runways and the crumbling foundation of the old hangar. Here, under the vast, unforgiving sky, the dreams of a nation took flight, carried on the wings of airmail planes. Now, in 2025, the silence was deafening, broken only by the mournful cry of a hawk circling overhead. This vital piece of American history was fading, and I couldn’t stand by and watch it disappear. Read more>>
Dr. Somi Javaid

Before I ever put on a white coat, I witnessed how dangerous the healthcare system could be for women, especially women who don’t fit the “mold.” My mother had been misdiagnosed for months. Her symptoms were dismissed, waved away with phrases like, “It’s just stress.” She was 45 when everything came to a head. Read more>>
Alexa Durant

I am a lover of all things fun – I love fun events, I love going to fun destinations, and I love fun people. I want to surround myself with those things. In Good Spirits & Company is a cute play on words – we are all bartenders serving good spirits in our pours, but we are also all a good time. I only want outgoing, kind, and happy staff members! So we are also serving good vibes. There are so many times service industry workers are just miserable! That is not acceptable at IGS – and we ensure working conditions are optimal to ensure no one ever feels negative during an IGS experience. Read more>>
Jeanette Pierce

I grew up on the Eastside of Detroit and thought I knew everything about the city I lived in…until I moved downtown in 2003 and starting walking places. I discovered beautiful buildings, amazing small businesses and an entire other side of town that I never knew existed. How could I live here and not know these thins? Part of the reason was because there was no one trying to tell me. So I realized that when you ask the question, “Why don’t we have this?” the next part should be “I guess I’ll do it.” Read more>>
Domonique Boone

My mom wash machine machine stopped working. She called and said can you wash and fold my laundry. Of course me being the amazing daughter I am I picked up my mom laundry and wash and folded. Immediately Leslie’s Laundry was created with intentions of generational wealth for my 9 yea4 old daughter. Read more>>
Chelsea Adair

Let’s rewind the tape. Picture this: four generations of women running the show in my family. Growing up, I was the self-proclaimed diva, and they all thought, “She’s definitely taking over the family business.” But as I matured, I realized my true passion was caring for people, so I set my sights on nursing. Read more>>
Alesha Bullock

I created the Curvy Ladies collection to celebrate body positivity and raise awareness for mental health. This mission is deeply personal to me. My mother passed away from an accidental overdose when I was 22. She battled schizophrenia and severe depression, the result of physical, emotional, and sexual abuse from those closest to her. Despite her struggles, she was a strong, single mother who raised three daughters. Read more>>
Laila Learning To Mom Podcast

Honestly, Learning to Mom was born out of one of the loneliest seasons of my life. I had prenatal depression during my first pregnancy (something 1 in 7 women experience, but barely anyone talks about.) I was the first of my friends to get pregnant, so I didn’t have anyone to ask questions to or learn from. I felt really alone and totally unprepared. Read more>>
Holly Mandel

I thought for sure I would enter the entertainment industry. I had a cushy job at a big studio in LA and was on track to ascend to that place where you get beefy expense accounts and nice cars. Then I took an improv class at The Groundlings Theater & School in West Hollywood. It’s extremely well-known now as a pipeline to SNL, TV, and film—but when I was there, it was still a place where you learned the art of improv for no other reason than to do it. Read more>>
Dr. Viola Lanier

I fell in love with reading as a child. I marveled at thrilling stories with fascinating and complex characters. Books took me all over the world without me leaving my bedroom. I learned about different cultures, societies, various fields of study, and more. Almost everything I wanted to know was in a book. As I got older, I depended on books even more for personal and professional development. Books helped me with my overall well-being as a person, at every stage of my life. I began to dream about creating a bookstore that would not only bring the wonder of reading to people, but also wellness. Read more>>
Sher & Hope

The idea of opening a yoga studio just happened. In 2018 Sher started teaching yoga and shortly after was teaching out of his house. Regularly filling the room the notion to get a public space became necessary and in 2020 he found a brick and mortar that was affordable and opened up for business. In 2024, Hope stepped in as Studio Director. She is a kundalini teacher and his life partner. Trailblazing this path together has been serendipitous to say the least and now having a family business is a very special endeavor. Read more>>
Lukas Oest

The idea for Nexus Strategic Marketing emerged from witnessing a persistent problem in the marketing industry. I noticed that many businesses, particularly those with annual revenues of $1M+ and at least 3 employees, were struggling with marketing strategies that didn’t align with their unique business objectives. Read more>>
Cindy Hwe

Back in 2018, I was tuned into watching a lot of Youtube cooking channels. I was impressed by the array of channels that were showcasing Thai, Korean, Japanese, Indian, Filipino, and so many more cuisines. I noticed there weren’t a lot of channels showcasing Hmong & Lao food. So I had this desire to start my own Youtube channel to show people all the food I grew up eating. Not only that, I wanted to preserve my family’s recipes so the next generation can be able to learn and pass it on as well. Being able to start a blog and actually write recipes that people can follow and be proud that they can actually cook it is truly special. Read more>>
Dr. Yvette Rice

After a 15-year hiatus from my engineering career, I returned to the Marketplace under the guidance of the Lord. Initially, I felt fear, insecurity, and doubt. However, I soon realized that the same Holy Spirit Power and Gifts I had experienced as a minister and senior leader alongside my husband in our local congregation were also available for my daily life in the Marketplace. Read more>>
Dr. Deidre Reid-Thomas
I often refer to Thomas Ed as the “Elephant in the Womb” because this was not an idea that came up suddenly, rather it is something I have always dreamed of implementing since I entered the arena of education. Thomas Ed is built on the foundation of the whole child, the holistic perspective of creating an environment where both academics and social emotional learning exist in harmony. My 20+ years of experience gave me insight into what works and what doesn’t work and the pandemic was the impetus to act on what I truly believed in. Being a scholar practitioner I understood Maslow’s Hierarchy of Needs, I studied it, I wrote about it, and taught it to others. Read more>>
Cari Katoya

The Soul-Care Garden Nook was birthed in a moment of stillness, not in a strategy meeting, but in the quiet of my own exhaustion. I was in a season where I was leading, building, serving, encouraging others, and managing multiple projects under Her-Being Matters and In My Own Skin Boutique, both birthed from a deep desire to help women embrace wholeness, wellness, and faith-based self-love. But somewhere along the way, I realized I was running on empty… I wasn’t giving that same care to my own soul. Read more>>
Shveata Mishra

The story of how I came up with this business idea is deeply personal, and it all began with a constant question I had in my mind: how could I bring together the things I love in a way that not only resonates with me but also has a meaningful impact on others? As a trained musician with a PhD in psychology of music and a deep connection to Indian classical vocal traditions, I’ve always believed in the healing power of music. At the same time, I’ve been fascinated by how fashion can influence self-expression and mental wellness I was born and raised in Lucknow, India, a city renowned for its rich cultural heritage, music, arts, and, of course, the timeless art of Chikankari. Read more>>