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.

J Fitz

My company is GODFLOW. GODFLOW is a design house and lifestyle brand with a mission to “Make Faith Fly Again” by inspiring and empowering individuals to increase their connection with God – through the lens of design, lifestyle, and fashion.  This idea naturally came to me during my freshmen year of college at Savannah College of Art & Design (SCAD). People were naturally drawn to how I carried myself: smooth, fly, and charismatic. People didn’t understand how I could wear the leather jacket, and Jordans, have the aesthetic of a bad boy, but simultaneously have an intimate relationship with God. They didn’t know that it was possible to do both, lol. This later deepened my love for walking more boldly in my faith and my authenticity, to inspire others in their journey. Read more>> 

Gabrielle Moralez

A recent new instinct of ours is to pull out our smartphones and capture what’s around us. Especially, if you have children. The second your baby is placed on your chest your partner is capturing that moment. When your baby takes its first steps, your iPhone is filming. First day of school? Captured. I wanted to document those moments also and I do. However, I wanted to ensure that these photos were not going to sit in my camera roll on a device and that they were quality images. I dusted off my camera that I had purchased in college and began to document and edit images from my first born’s milestones. At this time, I also purchased a 35mm film camera. I wanted my children to have a nostalgia feel to their images. Read more>>

Domonique Mosely

I started the Hair Museum because I work at a company called Paris Parker and I was the only Black person working there – for years. So I saw the need to have a diversity within the education being taught. After my company hosted a few classes on “textured” hair I quickly told them people make the hair about race rather than what it is really at hand. I convinced them to change the curriculum and include “textured” hair as a whole in the education. Also changing the names of the services we offered to make it more inclusive for all guests no matter hair type. By changing the names of the services on the books and getting my company (predominately Caucasian) to help bridge the gap as to what makes the styles different, it ultimately helped them to attract more of a diverse clientele. For years now, I have taught at my company, but I wanted to start The Hair Museum because of my knowledge with all hair types. Read more>>

Dominique Robinson

I wanted to create a safe space where young ladies could go to fellowship with other young ladies in their age group, as well as receive guidance from mentors. This was something that I did not have when I was growing up but could have benefited from. In addition to that I did not like the representation of women that our youth were being subjected to, this was also a driving factor that ignited the idea to create a female youth mentoring organization. Read more>>

Charlie Lass

The idea for my business came from a place of personal struggle and realization. I’ve been in the entrepreneurial world for years, but it wasn’t until I hit a breaking point—a full-on nervous breakdown—that I truly saw the toll it was taking on me. The constant pressure, the unrelenting stress, and the feeling of having to keep it all together nearly pushed me to the edge. For a long time, I tried to cope, but eventually, I reached a place where I simply couldn’t anymore. That forced me to step back and question everything: Why was I doing this? Was it worth it? Read more>>

Melissa Parsons

Context: When I was in elementary school I came home from school on what seemed to be a regular, crisp fall afternoon. When I walked through the door I turned to see the most magical display in our family dining room. It felt like a dream. The chandelier, the table, the chairs, the room was full of Halloween flair! Little plastic jack o lanterns were scattered down the long dining table with ribbons, crepe paper, and candies filling the table. I couldn’t believe my eyes. It’s like I had just stumbled into a movie set for Halloween. As I took it all in I glanced around the corner to find my mom and her best friend. They must have visited the craft store and on a whim decided to throw an impromptu soiree for me and several of my grade school friends. I was so overwhelmed and surprised by the detailed decor that I never forgot how special I felt in that room! Read more>>

Alexandra Brown

I was in the corporate world as a leader in the social & content space for nearly 10 years and had worked my way up the ladder at several companies I admire with teams I still adore to this day when I had the light bulb moment that I could be doing so much more to contribute to others and to this world in an intentional way. During the Black Lives Matter movement, I attended every protest under the sun and participated in as many volunteer activations as I could, all while realizing that while I was supporting the cause, my mental health was slowly deteriorating at the same time as I was pouring so much of myself into the movement and watching the continuous lack of resources and support for so many underserved communities across LA. It was then that I began leaning into my love of fitness for some mental clarity and at the same time, discovered wellness wasn’t just about moving your body – it was holistic. In order to feel truly well, I needed to nurture my mind, body, and spirit. From there, the initial idea of what become known as Good Active was born. Read more>>

Bernadette M. Colin

BEST Life Coaching LLC offers online coaching services designed to enhance life experiences for individuals seeking personal growth. Our primary focus is on supporting elderly people as they navigate the changes that come with their golden years. The inspiration for this business stems from my own life journey, which has been marked by significant transitions and challenges. As a survivor of the 1994 Rwandan genocide, I have faced extraordinary hardships. In 2001, I sought asylum in France, bringing with me all the difficulties inherent in such a situation. This move required my family to adapt to a harsh climate, unfamiliar culture, and entirely new way of life. Later, in 2010, we embarked on another major transition by migrating to the United States, once again starting from scratch amidst pain and uncertainty. These experiences taught me the value of embracing change, even when faced with tough decisions. In retrospect, I realize how beneficial emotional support would have been during those trying times. This realization fuels my passion for helping others who are going through similar life-altering transitions. Read more>>

Conley Wessel

The idea for TurfBlox came from a challenge I faced while helping a college running back return to the field after ACL surgery. He was struggling with lingering Achilles pain and a lack of confidence in making full-speed cuts. In our sessions, we identified that his knee was collapsing on the injured side, leading to a pattern of movement that left him vulnerable. Although we made progress in the gym, the issue persisted on the field, especially in cleats. I needed a way to reinforce better movement patterns while allowing him to train in cleats, and that’s when inspiration struck. At first, I thought I’d find a tool to address this issue. But when I couldn’t, I decided to build it myself. I spent weeks experimenting with materials, creating various prototypes, and testing them in our training sessions. After refining the design, I developed a model that was safe, effective, and helped him regain full confidence and functionality. What started as a solution for one athlete became a tool I didn’t yet realize would impact the sports performance and rehab worlds. Read more>>

Nalina Paschal

OK, to start it all off the month is December the year 2021. I had just given birth to my identical twin girls, and not to mention I am two months postpartum. I just started my new position as Supervisor for front desk staff at an out patient clinic. Life at the time was moving crazy for me but I’m built for this so it was a rollercoaster I was ready for. The job itself put me in leadership position so from that angle I learned so many things that would help me later on down the road. However the Job itself was draining me. I was not kindly welcomed into this new position. I went through so much torment, bulling, harassment, etc that it really started to pull me into a deep depression. I started to see the things I once prayed started to make me so sad. And started to look at my life what was I doing wrong? I felt like I conquered the world when I had my twin girls, they’re happy they’re thriving, I’m at a point now where I finally got a position and I’m making more money than I did in the last nine months, and I’m only two months out from having my children. So I started to ask myself what can I do for me? What will bring me some type of happiness even if it’s a small piece. I’ve always loved anything beauty related. And I felt like me falling into this postpartum depression allowed me to lean on that. I went on Instagram one day and I looked up local lash technicians in my city. I scrolled until I found this one beautiful girl, her work is amazing, and I felt like just looking at her Instagram page you could feel like she really loved her craft. Read more>>

Tara Ann Tomaini

My mom and Mema (grandmother) both passed away 18 days apart in 2023. My mom cherished my creativity and kept all of my artwork displayed in her home. She also loved to celebrate life’s little joys. She would throw the most themed out parties and every little detail would make sense down to the napkins. She also loved the musical, The Sound of Music, I become custom to Julie Andrews singing about her favorite things. My Mema wore plenty of jewelry in her day. She especially loved gold and diamonds. She would have appreciated the quality Heirloom Party upholds.  I started seeing the old school Italian charm bracelets, the resin rosary bracelets and charm bars become popular again. So I found beautiful matching lockets added a photo of our mom when she was younger. Surrounding her necklace I asked my sister what things reminded her of our mom. She sent photos with some of our her favorite things. Through tons of trial and error my mom’s favorite things become charms to add to the locket for my sister. I wanted to give her a piece of mom through the little things she left behind. Heirloom Party was born shortly after, with the idea that we have all sat at this table of grief before or we will sooner or later. Read more>>

Kayla Leach

It all began with a frustrating experience that many women face: shaving. For years, I struggled with ingrown hairs, razor bumps, and skin irritation that left me feeling uncomfortable and self-conscious. Each time I reached for that razor, I dreaded the aftermath, wishing for a solution that wouldn’t leave my skin distressed. During one particularly frustrating day, standing in front of the mirror, I had a revelation: what if I could help other women avoid the same struggles? After some research, I discovered waxing as a potential alternative. I had heard about its benefits—longer-lasting results, smoother skin, and fewer ingrown hairs when done correctly. Intrigued, I decided to give it a try. The first time I walked into a waxing salon, I felt nervous but hopeful. The experience was transformative; I left feeling smooth and confident, free from the worries that had plagued me for so long. As I continued to wax, I couldn’t help but think about how many other women were dealing with the same issues I had faced. I wanted to create a space where they could come and feel comfortable and experience the same relief and confidence I had found. That’s when the idea for my waxing business began to take shape. Read more>>

Becky Carps

Honestly, the heart has been my thing forever! Growing up, there was just something about the heart shape—it was comforting, cheerful, and always made me smile. Whether doodling little hearts on notebooks or finding heart-shaped trinkets, it felt like a symbol of warmth and happiness. So, when I was dreaming up a business, the idea of All Hearts Inc. came naturally. I thought, ‘Why not bring a fresh, playful take on hearts to the retail world?’ Hearts mean so many different things to people—love, kindness, humor, a little sass—and I wanted to celebrate all of that! I wanted a place where anyone could find the perfect heart item, whether it’s sweet, funny, or even a bit snarky. Since opening on February 14th, 2022, it’s been amazing to see how people of all ages react when they step into the shop and realize it’s entirely dedicated to hearts. Their smiles, their excitement—it warms my heart, truly. Every piece I offer, from jewelry to pet items, stationery, accessories, and more, is chosen with love, so my customers feel that joy, too. Read more>>

Raluca Fallon

After the tumultuous year of 2020, I found myself at a crossroads in life, reflecting on my future and searching for a way to fulfill my true purpose. I couldn’t escape the feeling that something was missing. That moment of self-discovery led me to real estate, a field where my passion for helping people and love for interior design could come together in a meaningful way. I knew that this path would not only allow me to build a career but also to fulfill my destiny by positively impacting the lives of others. So in June 2021 I joined the real estate industry. As a realtor, my approach goes beyond simply facilitating transactions—I guide my clients through one of the most significant investments of their lives with care, expertise, and a personal touch. At the heart of my work is a commitment to client-centric service, ensuring that every decision and recommendation revolves around the unique needs and goals of the people I serve. I believe in building wealth through real estate, and my mission is to empower my clients to make informed decisions that support their long-term financial goals. Read more>>

Misty Jayne Harmon

Being a seasoned Hairstylist since 2003, I was ready to step into a new roll of helping other stylist’s thrive. Not just in their business but in their lives. I just wasn’t sure on how I would best be of service to the industry. Backtrack to 2015, I myself was a busy stylist who never felt like she could get ahead, was drowning in debt and had a dream of moving into a more family friendly neighborhood. That’s 12 years of a career that never felt financially fulfilling despite my full clientele. So In 2016 I turned my whole life around by choosing to teach myself the foundations of financial literacy and by 2018 I had paid off $48,000 in debt, bought my dream house and went out on my own as an independent stylist. So in 2019, When I told my money story to an educator in the industry, She asked me to come and teach a class about how I did it in her salon. I sold out the class and realized that day that the foundations of financial literacy was not only not taught AT ALL… it wasn’t taught to the hair industry in a a way that stylist’s (self proclaimed “not numbers people”) could understand or get excited about. Read more>>

Cynthia Anne Finefrock

As a travel photographer who had been fortunate enough to visit 50 countries, I was excited when I finally published my photography website in the spring of 2020. But then the pandemic hit, and like so many others, I suddenly found myself without a job and unsure of what to do next. One day, while chatting with a friend, they joked about how I should edit photos of my incredibly photogenic dog, Winston, into my travel landscapes. It was a lighthearted comment, but something clicked. I had always dreamed of becoming a children’s book author, and the idea of combining Winston’s adventures with my passion for travel seemed like the perfect opportunity. I realized this could be more than just fun—it could be a way to teach kids about different parts of the world and inspire a love of learning about other cultures. It felt like the right time to take this leap, and the idea excited me because it was unique. Read more>>

Kadarius Gardner

First and foremost, I’m a people person and a go-getter. The idea for the Carry-On Crew began when I organized a trip to Tennessee for my friends from class, and we had the time of our lives. We had so much fun that I immediately started planning the next trip. Soon, word spread, and classmates started asking to join. Hearing such positive feedback fueled my excitement and helped me realize that I love creating memorable experiences for others—and that this could even become a business. With the support of my business partner, Zia Bradley, I was able to turn that vision into reality. Read more>>

Jessica Noll

I was a child with big emotions. I could feel things and had large emotional outbursts, would push boundaries and made things hard for my parents and teachers. My parents had their own struggles they were navigating and did not have the tools to support me in my big emotions. I struggled with my mental health a lot as a child and young adult. I experienced anxiety and depression and a lot of poor choices made due to this. When I found mindfulness as a young adult, it transformed my life and my mental health. I knew that every child needed access to this from a young age. I started creating fun and accessible ways to share this info with kids and it was working. I watched children in my town applying these tools by sharing their emotions and making choices to best support themselves moving forward using tools that I taught them. I was making an impact in my few classes in my small town and new I needed to make a larger impact so I am continuing to scale. Read more>>

Ralph Patton Iii

The term Turntskii means “Present.” It started off as a slang word that I used around my friends when we were having a great time, being present and enjoying the moment. The idea formed around my business Turntskii was my lifestyle. It was formed around everything I represent, and that is a lifestyle focused on love, creativity and experiences. Everyday I see myself flowing in and out of life experiences effortlessly, comfortably, and happily. I look for more things that I like and brings me joy. To me, that’s being my true authentic self. I seek to inspire others to do the same. Turntskii is not just a brand. It’s a lifestyle brand, a constant development of self, of others, of life. Read more>>

James Harbour

My wife and I prior to getting married always had a passion for creating content regardless of what it was about. We got married at the end of 2022 and for our honeymoon we took our first European trip to Greece & Italy. My wife decided to vlog the entire trip just for our memories as we hadn’t started any business or pages yet nor did we really plan to. During our trip we absolutely fell in love with Europe and traveling. When we got home we went back to our full time jobs and just went back to the hamster wheel for a few days. After a few conversations and looking back at the footage we filmed we decided we would start an IG page to make travel content. After just a few months of creating for our socials and getting into creating ads for other companies my wife felt like the right move would be to quite her full time job to pursue content more. After fully supporting her choice we formed our LLC and have been growing since then. I have always had a passion for offloading and have owned several trucks but this time I decided to really try to make content on it and have it be its own business. Read more>>

Christina Willis

I came up with Astralotea after studying astrology for about two years. It’s Astralotea instead of Astrolotea because the latter was already taken on Instagram. However, Astral fits better because Astralotea is really about our relationship to the astral realm as a whole. I was halfway through my junior year of college and initially just wanted to make informational videos about astrology. But it ended up turning into a space for overall spiritual wellness. The problem I felt like I was fixing was the lack of accurate astrology knowledge available to people. Read more>>

Tierra Robinson- Jeter

I’ve loved coffee ever since I was a child. There was something about the warmth, the aroma, and the sense of comfort it brought that always drew me in. As I got older, coffee shops became my go-to spaces for creativity and reflection. I spent countless hours in those cozy environments while writing my women’s empowerment blog, Blossoming Unlimited. It was during that time, surrounded by the rich aromas and energy of those spaces, that I had an epiphany. I realized I wanted to create something more—a space for millennial women of color like myself who love coffee but often don’t see themselves represented in the industry. I envisioned a place that went beyond just great coffee, a space that emphasized inclusivity, representation, and empowerment. That’s when the idea for LaFleur Coffee Boutique was born. I wanted to build a community that would uplift and inspire women of color while delivering an exceptional, high-quality coffee experience. Coffee is more than a drink—it’s an opportunity to create a sense of belonging, connection, and empowerment. Read more>>

Kisha Buie

The idea for my pet influencer business came about naturally when I got my first dog, a giant schnauzer named Kingsley. Like most new dog moms, I couldn’t stop taking photos of her, but I didn’t want to overwhelm my friends on social media with constant dog pictures. That’s when I decided to create an Instagram page just for Kingsley. What started as a fun way to share her photos quickly turned into something much bigger. I discovered this incredible community of giant schnauzer lovers who connected with our content, and the page just grew from there. Read more>>

Janean Gray

I’ve always wanted to be in the entertainment industry from rapping to acting to directing. As a teenager, I’ve been in plays and talent shows and have written short skits. Once I started posting on TikTok, I realized I was able to showcase my talent in my videos when I wanted, while talking about a product. The first time I used my talent was by writing a poem and incorporating the body glazes. People seemed to really like that so I made another video basically acting and made myself cry to make the scene believable. People seemed to like it so I even made a video with me rhyming a couple of bars about natural deodorant. Making content that allows me to utilize my talents makes me happy and has me in a great mood. It’s like an excitement high and rush I get when I’m in my zone. Read more>>