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.

Steph Leininger

I think everyone has their story of a big shift that happened during the pandemic. Being at home with our two daughters (9 & 10 at the time) and really digging deep on what I enjoy most in the world of business. I was working part time at my current employer and being home with the girls so they could attend school online. While all of this was scary and unknown I continued to have the feeling that there was something bigger that I wanted to be doing and also being a strong role model to our girls. Read more>>

Jam Stewart

I’ve been doing events since I was a six-year-old kid helping plan the arrival of my little sister. While kids my age were playing Legos and with the Easy Bake Oven, I was creating elaborately themed parties for my stuffed animals. And really, not much has changed as I moved into adulthood. I’ve always gotten my creative juices flowing when planning party. Professionally, events have always been a part of my remit and now I get to stretch my creativity even further with Picnic PopUp. Read more>>

Vanessa Hollaman

When I embarked on my own spiritual journey, I realized I didn’t know myself as much as I did and I think that was the biggest catalyst for wanting to help other people discover who they are and how they can help themselves most efficiently. For every issue that you have, every question that you have for yourself, every roadblock to your next challenge, there’s almost always a way to get around it or at least an easier way to guide yourself through it and sometimes that way is specific to you because we don’t all navigate life in the same way. Read more>>

Shawn Brown

Well, I have always had a passion for photography. I really love art and especially visual arts. I dabble around with painting and drawing; I think photography is a combination of both you get to start with a blank canvas and make it whatever you want. I really got inspired because I had a very very good friend who is like a brother. They also love photography. He passed away a week before the pandemic started we were friends for over 14 years. And it’s like every time I go out on shoots. Read more>>

Roc Gray

The idea of being a business owner first came to me at the age of 16 thanks to my high school strength and conditioning coach’s passion. That along with a few bad experiences as a college athlete working with different trainers/coaches catapulted me into a deep love for strength, conditioning, and performance in the private sector. It was with my own personal experiences that I learned to be a technician and problem solver. For instance I was always a good athlete overall but speed seemed to be my weakest point. Read more>>

Nicole Boyd

While I was on maternity leave in ‘20 I had time off and a moment to reflect on my 10+ years in consulting/corporate world and realized I didn’t want to spend another 10 years climbing to the top of where I was headed. I loved solving problems and innovation and saw this wave of entrepreneurship with friends and my own sister diving in. I started to evaluate this path and pursue something I was passionate about. I wanted to build a company that solved a problem for women. The problem I felt compelled to solve was one that I personally faced: the desire to look and feel beautiful but the fact that the process to look good is hard work! Read more>>

Keyanu Hogan

When I first started “2 NUWAYS” it was mainly focused on food. I was always struggling with money and I told myself I would focus on my brand as a chef and see what happens. I knew I wanted to do things differently because sustainability, nutrition and wellness was always extremely important to me. I knew I couldn’t use standard packaging or ingredients and that was something that excites me and I’d hoped it would excite customers too!! I knew I was offering an unforgettable experience with the food I prepared. Read more>>

Derrick Thomas

I was working a factory job for six years and wasn’t appreciated I became stressed out and I came up with ideas to be self employed and not working a 9 to 5. I didn’t know what I was going to do but I knew it was going to be in the cannabis field. Coming up with the name I knew I had to be creative and different then competitors. Thinking of a name I knew it had to be unique so I came up with Douber which is “doubie” plus “er” which gives it a double dose. Douber means double dose of outstanding greenery. Read more>>

Ali Hanson

When I moved to California from Minnesota in 2013 I didn’t drink wine. Living in the Golden State so many of our social gatherings and weekend adventures were centered around this beverage that I would soon fall in love with! Being right where the grapes were grown, meeting the families and humans behind it and enjoying some of my most fond memories thus far with a glass in my hand, it was inevitable that I would develop a palate for it. My husband Drew and I visited many tasting rooms at wineries as well as local wine bars and multiple times after a few glasses :) I made the comment that it would be so fun to create a space like this of my own. Read more>>

Keiana Greene-Page

Selene by KGP is truly a product of my personal afro-artsy and classic style. Five years ago, I wanted to recreate a version of a braided hairstyle I saw online with really ornate beads so I went to a craft store and brought some unique wooden and plastic beads. I only have but so much hair so I decided to make myself some bracelets too. My best friend asked me to make her some when I showed them to her. When I made them I said to myself “I could actually make some money doing this” and that’s what led me to this particular business. However, I am someone who’s always had side ventures. I knew that this would be a worthwhile endeavor when I got my first repeat customer. Read more>>

Jennifer Crosby

I laid the ground for starting my non-profit race directing business unaware that I was laying the ground for starting my non-profit race directing business. Several things culminated – seemingly all at once! 1. My son was just starting elementary school and I was frustrated the fundraisers in preschool and elementary school were food-based. 2. My husband, son, and I had been running for several years at foot races in Central Texas. 3. I signed up to help with the PTA’s second 5K — a non-food-based fundraiser, ended up being named the race director (the PTA team was so unified and motivated to work together for a successful event), and had a blast! Read more>>

Cristina Guerra

I am a native Austinite and grew up shopping at Whole Foods when it was a tiny store on N. Lamar. I was used to shopping in bulk and bringing my own bags. I knew that single-use plastics were causing so many problems from environmental to health issues. I also saw Austin go through rapid non-stop growth in a short period of time. I remember seeing the rivers and lakes when I was a little girl and they were clean and clear. Austin still had a very small-town feel back then. Today that is not the case. Read more>>

Kathy Vogel

My entire life, I’ve been a multi-tasker. Relaxing is very difficult for me. I’m learning to do that more now, but my ambition and my dreams and goals are so much a part of me and my existence. I conceptualized Crack. Wise, Magazine (www.crackwisemag.com) in September 2018. I had always wanted to have my own original content-driven website, but with being a fulltime morning radio personality, and with my audiobook narration and other voice projects, it was difficult to find the time to launch something solid that would be true to the vision I had. But in August of 2018, I was separated from my fulltime radio job. Read more>>

Erin Brooks

Someone asked if I could crochet their dog (which had passed away) that the idea for my business started. Since then I’ve been making crochet plushes of peoples pets. Read more>>

Eleni Garyfalaki

I was only 8 years old when the idea of the business came up. It was not, of course, a business idea, but rather a childhood dream of an ideal school. An idea full of freedom, inspiration, imagination and creativity. Much later, about 24 years later, when some failures and disappointments arose, I went back to my childhood dream for strength and so I made the brave decision to make the dream a reality. But beyond a childhood wish, it was also a deep need of mine as an adult to create something for all children, including my own, to experience an ideal educational process that would inspire their own dreams. Read more>>

Jon-Lise Frazier

I had 3 kids in college and I needed to update some furniture, money was pretty tight as you can imagine. I went local thrift store and bought a $5.00 coffee table and painted it white with paint we already had. I hit with a sander and transformed this old outdated table to something new and fresh. I started working updating the whole house one thrift store piece at a time. I had put up an add to sell my couch on Craigslist and the lady that came and bought the couch wanted the coffee table too. Read more>>

Jess Anderson

When I was child I always enjoyed storytelling. It was one of my biggest forms of expression. I would enter writing contests with short stories, create 200 page stories for my teachers and friends to read, and created complex worlds in my notebooks during study hall. When I was around 12 years old, I started thinking about the world of Novus Aitus that my scifi/fantasy series takes place in and as the years went on I expanded the universe with more and more characters. Honestly, creating the world of Novus Aitus and characters was my way of coping with a difficult childhood and my teenage years. Read more>>

Michal Lauren Hunt

The idea for TRIO Design Collaborative was born as a response to changes within my life and the desire to bring more PEACE + EASE into my own home. After the birth of our third child, I knew I was at a point in my career where I desired a major pivot. I didn’t want the 40+ hour per week job that required full-time daycare and seemed to consume the majority of my mental energy while adding stress. I was on an unhealthy path where my family was getting the short end of the stick and I wasn’t ok with it anymore. Read more>>

Jabari Osaze

I started on the creative journey after I decided I did not want to pursue my career choice as a Mechanical Engineer my junior year at Tennessee State University. I used to have the strongest love for math until I started my college courses and I wasn’t keeping up like I used to. My junior year at TSU I decided to take some film courses because I always had a love for tv shows and movies and decided to change my major to Film & Television and pursue a career as a Director of Film. Read more>>

Edith Cruz

I came up with the idea to create an Instagram account three years ago, taking photos of my beauty products, it was fun, and overtime the opportunity to work and collaborate with brands around the world arrive. Thanks to my Instagram posts, some brands contacted me to work with them, not only as an influencer but as a product photographer, being able to make profit. Read more>>

Dee Dee Moreland

KrackTea was literally born in a season of our lives when lack surrounded us like a fortified wall, in the middle of a the market crash. Between 2007-2009 our family experienced a ton of losses, a boat load of tears and challenges that were intended to make us quit everything, our dreams, our businesses, on ourselves and more importantly quit on God! Navigating thru the hills and valleys of foreclosure, homelessness, job loss, repossessions, multiple deaths, debt, trying to keep food on the table, utilities shut off, and feelings of defeat was enough stacked against us to throw in the towel. Read more>>

Annette Benjamin

I have always had a love for travel! I did some exposed me to If traveling during military sparked my curiousity to explore the world. My family and friends would frequently ask for my assistance with trip planning. I was once asked “if you had your own business what would it be”? I immediately answered…”it would have to be something travel related”. This was in 2010 and I had no knowledge of how to run a travel business. That conversation remained with me over the years. Read more>>

Keisha Gibson

Kickweightwithkeisha was created off of my own Weightloss journey. I was 285 lbs and the Dr told me that I was pre diabetic. I had to make the decision that I wanted to live a healthier life. I found Keto and intermittent fasting and lost 90 lbs in 6 months. Now down over 100 lbs all naturally. My entire Weightloss journey was documented on my YouTube channel Kickweightwithkeisha So many people started reaching out to me for help. I realized that so many people struggled with weight loss and just did not know an effective way to get results. Read more>>

Allyson Adams

Ally Allure Professional Apparel came about during the Pandemic, Covid-19 2020. A family friend reached out to me and asked if I wanted to be a business partner/investor with his streetwear clothing line. I was in between different business ventures because I did not want to work for Amazon Warehouse anymore. I had just gave birth to my son in 2019, so I suffered from postpartum depression severely to the point that I sought a therapist and psychologist because I felt so defeated with life at that moment. Read more>>

Tiffany Clayton

I have always dreamed of being a candle shop owner catering to like minded individuals who practice witchcraft and who are guided by their spiritual beliefs. Sage is my favorite herb and satin is my favorite type of material. The idea came from my great grandmother who practiced Voodoo and she used to grow, sell and bundle sage wrapped in satin cloths. She always encouraged me to open a curio shop or botanica and call it Sage & Satin. Read more>>

Shae Jones

My love for beauty came to me as naturally as breathing. I remember as a kid making dresses out of my mother’s spare window curtains and taking dress up a little more seriously than most. I taught myself how to construct garments from scratch without any professional training. It didn’t take much to convince my mother to allow me to audition for the School for Creative and Performing Arts. I was accepted into the costume technical theater department where we covered costume design, hair and makeup. Read more>>

Tracy Hanson

Seven years ago I started out as a Guardian Ad Litem advocating for children in the dependency system. While working closely with the caregivers I became aware of the fact that there was not enough funding to help these children experience a sense of normalcy. I feel that every child should be able to participate in sports, camps, dance, and gymnastics. If they have a passion to participate in any activity I had the passion to make sure they were able to experience their dreams. Children that have been removed from their homes and placed with new families need to feel a part of something and participating in activities with other children help them take back a little control of their lives. Read more>>

Christopher Moore

The idea for Up to Par came from playing golf but inspired through living life. Par in golf terms means the standard or average but in on the game of golf and life black people have been made to feel devalued and behind the status quo. This lifestyle brand was created to affirm who we are and that we are good enough. Read more>>

Mark Gibson

Recently I was confronted with a situation with a radio staff member, and eventually decided to step away from doing any further shows with the station. I had worked for the station on and off for more than 25 years of my life…and the entire time I was volunteering my time and talent. I had worked for commercial stations previously and began to become very agitated with the politics and “cut throat” mentality of other air personalities for extra pay. I have over 35 years of radio experience with various stations and their management style. Providing each station with quality programming, and eventually prayed about not leaving the industry, just the locations. Read more>>

Nicole Paul

Tell us the story of how you came up with the idea for your business? I wanted to make sure what I was introducing to my customers was honesty first & foremost. I wanted to make sure I was providing my customers with proof & results of my own journey. How switching to all-natural skincare has helped me especially during a hard battle with menopausal acne that left me with lots of black spots & scaring. My skincare products have cleared, cleansed, nourished & renewed my skin’s tone & texture. That’s how I decided all natural was the only way to go because it worked for me & I knew it could do the same for others. Read more>>

Krystina Daniels

Having worked in higher education, I knew there was a deficit when it came to financial aid education especially for black people and people of color. I wanted to help collaborate with individuals who wanted to further their educations but we not sure of how to do it and I wanted to be able to help. I had a colleague that was also working in higher education and saw the same shortfalls and when were talking about ways to help and that is where Visionary Education Services came from. We knew we had the knowledge to lead students and their families in the right direction. Read more>>

Letitia Council

My business was birthed through my daughter, Ja”Nasia Miller. She was in a motor car vehicle accident at the age 18, and sustained a Traumatic Brain Injury (TBI). We as a family didn’t know what TBI was until I begin doing my research. The medical professional didn’t provide us with much education nor other resources. Days of my daughter being in ICU I was walking down the hall, ask God, “what can I do to assist moms and their teens, I know it’s something”, this was August 2019. So I waited patiently for God’s answer all while being at the hospital day in and day out. Read more>>

Tina Wong

My idea for Grace + Ivory is built around my personal dress shopping experience, my entrepreneurial desire to build something with social good at the core, and to shape a brand that better represents today’s modern, independent woman. Pun intended, I “wed” these ideas together. I came up with the idea of specifically designing a bridal gown line and try at home dress brand when I was shopping for my wedding dress in Washington, DC. I ran into several pain points about the try-on experience, the lack of emotional empathy and help from the sales associates I encountered, feeling limited in the way I could try on dresses, and limited customizable options (I didn’t find a made-to-measure brand). Read more>>

Anthony Garza

The original idea of our company left us unsatisfied because the goal of Kol’Ory was to address a major environmental issue. We wanted to fix a problem around us on a local scale so the company could inspire the nation. While brainstorming the company’s next product, a moment of clarity hit during class. The image of the end of the school year. that is often seen in pop culture, is at the end of the school year students throwing away papers, textbooks, and workbooks, this event is not just common practice for students but for school districts as well, textbooks are often outdated, damaged, and ruined to the point that they can no longer be used. Read more>>

Claudia Carias

Carlos and I had known our friend Ben for some time specifically because of Brazilian Jiu-jitsu. Ben had an idea and started a youth after school boxing and jiujitsu program out in Oakland, California. Carlos went to visit the Oakland space and felt that in Baltimore, it would be awesome to have youth jiu-jitsu programming available to local youth. We felt that providing a healthy outlet in a safe training environment would be beneficial to kids who have no where to go after school or also provide. an opportunity for youth to train without the pressured costs to their families. Read more>>

KJ Abrams

The power of Faith, Prayer, and Belief can help overcome depression. In 2015, I suffered from depression from being evicted twice, from the passing of my step mom who saved my life by taking a bullet for me as a young child, from the passing of my aunt who was helping me pay for my college education, and from everything else that life was throwing art me. One day, after going to the doctor and discussing my depression mood swings and suicidal thoughts, the doctor prescribed me antidepressant medication. I started to take the medication until a thought came across my mind. “Why am I taking this antidepressant medication that’s making me think that its’s helping me but in reality it’s not. I came across two quotes that helped changed my life. Read more>>

Allison Daniels.

Tell us the story of how you came up with the idea for your business? Paint the picture for us so we really understand the context, circumstances, the emotions etc. Walk us through how you knew this was a worthwhile endeavor – talk to us about the logic of why you felt this would work? Were you solving a problem that no one else was solving? Were you offering a unique approach or what about this idea got you most excited? I grew up writing in journals and notebooks. Read more>>

Wanda Collier

It was through lived experience. Everything I’m standing up for through Stop Our Stigma Foundation Inc. I have lived through. Coming out of prison, having mental health challenges, being hiv+, black gay woman and spiritual connected all carry stigmas of their own! I wanted to give back and make a legacy in the community I may have brought harm to. The best way I could think of was to fight for my community by telling my truth!! Read more>>

Anthony Hunter

I have had a joy and love of cooking since I was a young boy. It started with being in the kitchen with my grandmother. She taught me so much in the kitchen from measuring, seasoning, prepping, cleaning up, and pouring love into every meal we created together. I would cook different meals during holidays and have my family try different dishes and critique me. My family and friends told me that I shouldn’t just be cooking for them, but for other people. They would tell me that the way I plated items were like the big chefs on the TV. They even enjoyed how I would pair foods and wines together. Read more>>

Angel Cisneros

I am a creative person and I love learning about other cultures. I came to study art in college here from Mexico, and I got a job at an Indian brow threading salon. I became fascinated with this skill and the beauty of eyes and browse. When I graduated, I decided to come to West Hollywood and open my own brow threading salon to combine my creative love of eyes, beauty, and the need for great brows. I opened Sublime Eyes on Sunset Boulevard. Read more>>

Nasa Bawa

I believe that the best businesses solve a problem for people. I always knew that I would help others in some way but I didn’t know how at first. I am passionate about people learning who they are so that they can live the life that they were destined to live. So, my business really found me. When my gifts began to manifest I was afraid of what I was experiencing, then I spent years looking for teachers, reading books, and overdosing on YouTube videos trying to learn how to enhance my gifts in a safe way. Read more>>

Shannon Lea Pickering

I am Shannon Lea Pickering. In my first career I was a licensed clinical psychologist and adjunct professor of psychology at a 4 year university. After a number of years, I decided to try corporate life, and I climbed the career ladder from sales to national corporate training to management at a Global Fortune 500 company. While in people development roles, I became fascinated with a valid and reliable Positive Psychology assessment tool that focuses on helping people unleash authenticity, develop interdependent communication, and boost healthy, successful life and career success. Read more>>

Steffini Bethea

I had recently been laid off from my pharmaceutical sales job and decided to take a trip to Spain. I always enjoyed wine but for the most part, I only drank wine that I considered “safe”. I stuck with Cabernet Sauvignon, Chardonnay, Merlot etc. While in Spain, I decided to venture out of my comfort zone and try new varietals. I fell in love with the red fruit and the subtle savory fruit flavor of tempranillo wine and the intensity of the fruity and herbal notes of garnacha. I was hooked. Read more>>

Alonzo Green

Peso The Brand began in 2018. I felt in that time, fashion only looked one way, and outside of that, vintage was very popular. I just felt i could create pieces for myself that I actually would wear and not feel like i was wasting my time or money. Peso morphed into a space for me to experiment and turn my thoughts and designs into physical product. Read more>>