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.

Dominique Marinzulich

I had a really great Graphic Design teacher in Art School and one of our projects was to put together a “found alphabet”. We had to use objects that we saw/worked with in our daily life and put them together to create the full alphabet. I wanted this to be different than what people would expect of an art school student; pencils, paints, empty film rolls, chalks etc… at the time I had more than a couple pairs of jeans, so I started there. I borrowed jeans from my roommate and everyone around me to get different shades and styles and made my letters by shaping the pants then photographing them overhead. That was just the beginning. Read more>>

Marina Garcia And Paula Lück

The idea for the Studio started when Paula came to me for the first time to do her nails. At the time I was working from my home based nail studio, and she came with her nails very damaged from previous services done wrong. Paula was very quiet for the most part of her appointment, just observing, which if you know her is not really how she is, the girl can make new friends in an instant. When we we’re almost done, she looked at me and said, – Do you want to open a business? And I said yes sure, but I still have a lot to plan, to be able to do it. And she didn’t hesitate to say, I will help you, let’s do this. Read more>>

Alison Harmon

I came up with the idea by thinking about what I love and what I enjoy. I thought to myeslf, what is something that I do naturally and consistently? I found my purpose in high school. I defined my purpose in college. I always had a passion for entertainment: To make people smile, laugh and gain excitement to face everyday challenges. In high school a lot of my activities were centered around leadership roles. I found myself still in leadership positions by my 3rd year in college. I wanted to combine my skill (Acting) and excitement for the entertainment business and thought of the idea to start my own production company. At this moment I brainstormed ideas to create a business that would be entertaining, educational and uplifting. Read more>>

Neda Petz

Inspiration and Catalyst During my clinical practice in Los Angeles, I saw families struggle with fragmented mental health services. A particularly challenging case involving a young client with ADHD and anxiety highlighted the need for a comprehensive, coordinated care model. Vision I envisioned a practice where neuropsychological evaluations, therapy, and family support were seamlessly integrated. This approach would focus on multicultural sensitivity and the unique needs of diverse populations, including multilanguage learners and LGBTIAQ+ clients. Unique Approach Mind Matters is pioneering a new way of delivering mental health care by: Read more>>

Joanne Horowitz

The idea for Unique Modest Bridal was born from a deep understanding of a significant gap in the bridal industry. For years, I had worked in fashion and design, helping women find beautiful attire that aligned with their values and sense of style. But time and time again, I saw brides struggling to find modest wedding dresses that truly reflected their personalities. It was an underserved need—brides wanted elegant, stylish gowns that were also modest, yet their options were extremely limited. This sparked something in me, and I began to wonder why modesty and style couldn’t go hand-in-hand on such an important day. Read more>>

Elena Shramko

I always had a great passion for jewelry design and fashion. I have a deep appreciation for jewelry, because jewelry can always emphasize and underline an image and a style. I always enjoyed wearing jewelry, crafting items that sparked the desire to create something special. I am getting an inspiration from various cultures and art movements. I really enjoy keeping an eye on current fashion trends or customer preferences can highlight emerging styles. Read more>>

Whitney Conard

In 2021, I was taking a break from my nursing career to be home with our children in the midst of Covid-era school closures and workplace shifts. Even in the middle of homeschooling, I felt the itch to tackle a new project. A few friends began selling thrift store finds on Instagram. As an avid thrifter and IG-savvy techie, I thought it looked like a fun side gig until something more “professional” came along. Before I knew it, I fell completely in love with the vintage & antiques business. I had always been passionate about history and unique objects. But I also realized how much I enjoyed running my own business. I was able to sell items at a profit and generate enough revenue to more than cover the part-time nursing salary I had been earning in my pre-Covid position. And it gave me the flexibility to stay home with my three young children (including our youngest daughter, who was born several months after I began selling vintage online). Read more>>

Dajunay Webster

Alright, let me take you on this journey from the very beginning. Picture this: I was sitting in my tiny apartment, cluttered with stacks of paper, half-finished projects, and a wall decorated with dreams and goals I’d scribbled down. It wasn’t just any day; it was one of those gray, rainy afternoons when everything feels a little heavier, and you can’t shake the uncertainty about your future. I’d spent years working hard in various jobs, striving to climb a corporate ladder that felt more like a slippery slide. I often found myself daydreaming about creating something meaningful—something that could help others find their footing in a world that seemed to push them down. Read more>>

Derrika Foster

Two years ago, I was laid off from my corporate job and found myself desperately searching for employment. During a conversation with a friend, we started discussing my passions outside of work. When my friend mentioned coffee my eyes lit up and the vision for Biddy’s Beans was born. Inspired, I immediately went online to apply for an EIN number and started developing my product and brand… I was so excited. But soon after that, fear set in and I didn’t pursue it any further. Read more>>

Marion Mason

Producing “wearable sculptures”, my pendants and earrings, was a natural, logical outgrowth of my life as a sculptor. I had the idea to produce very small sculptures so that people could actually wear a unique work of art. Each piece has a story pertaining to the particular material used. Many pendants and earrings are made from upcycled wood (wood from discarded furniture, from branches pruned, from waste wood along the roadside, and from construction woods). I started my business, Sculptguy, while I was still working full time as a high school Art teacher. I offered my wares at some local markets. After retiring (having taught for forty two years) I ramped up my business significantly. I became a full-time maker and marketer of “wearable sculptures”, in addition to continuing to produce, exhibit and sell sculptures. Read more>>

Nadia Zueva

The idea for Aesty came to me during my travels. For the past two years, I’ve been living out of two suitcases, constantly moving from one country to another. Each time I unpacked, I felt frustration. Half of my clothes — beautiful as they were — just sat there, unworn, because I didn’t know how to mix and match them. It felt wasteful and made me question why I was carrying around pieces I barely used. I realized this wasn’t just my problem; a lot of people struggle with making the most of what they already own. That’s when it clicked. People don’t just need more clothes; they need help understanding what they already have, how to wear it, and what’s actually worth adding to their wardrobe. It made me realize that e-commerce and fashion shopping today are fundamentally broken. Most shopping platforms push endless options, often resulting in impulse buys that don’t fit into our lives or our style. People buy more but wear less, ending up with cluttered wardrobes and frustration. Read more>>

Max Saintvil

The Story Behind Bandoboys House of Customs The inception of Bandoboys House of Customs is deeply rooted in my personal journey, a tapestry woven with threads of loss, resilience, and creativity. Three years ago, I faced one of the most challenging moments of my life: the loss of my father. He was my guiding light, and losing him left a void that felt insurmountable. During that period of grief, I found myself grappling with a tumult of emotions, and it was during these dark times that I turned to art as a form of therapy. As I began customizing sneakers and apparel, I discovered a powerful outlet for my feelings. Each stroke of paint, every stitch, became a way to process my grief and honor my father’s legacy. I realized that I wasn’t just creating art; I was telling stories—my story and the stories of others who sought to express themselves through unique, personalized pieces. Read more>>

Jennifer Chun

During the pandemic when the world was in lockdown I was able to reconnect with my Korean heritage. I came across an article about Korea’s natural dyeing and artisans. I had no idea Korea had its own natural dyeing traditions and techniques that predated the formal unification of Korea. In the article they interviewed a natural dyer outside of Seoul, and I decided to just email her. My mother was in lockdown living in LA and like many senior citizens the isolation was incredibly difficult. So I asked her to collaborate with me, by helping me communicate with the natural dyer. We all eventually became pen pals. Once travel restrictions were lifted my husband and I visited my father who was living in lockdown in Korea. We made arrangements to meet with the natural dyer and visited her indigo farm and studio. She taught me how to cut the indigo and showed me basic process of her craft. She suggested we collaborate. Read more>>

Karlye Whitt

Years ago I would drive from the city I was working in and professionally opera singing to my friend’s apartment where we would gather as many of our friends who were in town to drink, sing, and catch up on what life had to offer us at the time. It was a place of joy, nostalgia, celebration, and acceptance–something very contrary from what I was experiencing in the opera industry. I not only was singing but was also a part of the other side of the table in the industry. From both sides I witnessed the disconnect of community and the classical arts, the continuous problem to bring young and diverse audiences to the opera, and the individuals that world caters and bends itself to. After stepping away from professionally singing I thought about bringing salons to the people that never felt welcomed both in and outside of the industry and art form. Read more>>

Shanta / Juan Carlos Tran / Rodriguez

JC: My first few jobs were in the food industry. I worked at wine bars and eventually spent a year working on vineyards in France. There I met many chefs and winemakers which was foundational in influencing this project. I love working with my hands and during the pandemic, I dove into cooking and experimenting with curing meats. It was a creative outlet that quickly became a passion. Around that time, I started dating Shanta. I wanted to do something special for her birthday, so I sent her my first batch of cured duck prosciutto.
ST: I also had an affinity for food, because my mom was the best cook and my grandma was always teaching me her recipes. During the pandemic, I also started cooking a lot and posting my recipes on Instagram. That’s actually how Juan Carlos and I recognized that we had a common love for cooking. Throughout our first years dating, Juan Carlos always gave away his homemade duck prosciutto as holiday gifts! Years later I went to business school and felt inspired to start a business, and I knew I wanted to share Juan Carlos’ duck prosciutto. There clearly was an opportunity, because everyone wanted it! Juan Carlos came up with the name “Poco Pato”, which loosely translates to “a little bit of duck” in Spanish. That’s how Poco Pato started! Read more>>

Sunny Chen

The idea for my nonprofit, the ReSoap Foundation, emerged from an experience that changed my perspective on both individual needs and systemic issues. In 2022, I witnessed the heartbreaking aftermath of flash floods in central Appalachia—entire communities uprooted, lives disrupted, families left with little but the essentials. Wanting to help, I joined efforts in organizing a Christmas drive for those affected, gathering donated items for those who had lost nearly everything. During this time, a young boy’s humble request stood out to me profoundly. Unlike other children his age who might have wished for toys, he asked only for necessities—undergarments and sanitary products. Read more>>

Liesel Mertes

The origin story of Handle w/ Care Consulting begins when I began my MBA program in 2010. I accepted the offer from the Kelley School of Business at IU and found out, a week later, that I was unexpectedly pregnant with my third child, a little girl named Mercy Joan. However, I was a confident multi-tasker, sure that my husband and I were up to the challenge of juggling a job, a degree program, two toddlers, and a (coming) infant. I found out, at Mercy’s 20 week scan, that all was not well. She had a condition called an encephalocele, with a large, fluid-filled sac at the base of her skull. Doctors told us that there was a wide spectrum of outcomes with this condition – it was possible that she would live a full life with mild impairment, that she would need surgery, or that she would die. We wouldn’t be able to know until there was an outside-the-womb MRI. Read more>>

Jason Sandadgon

After years of working in different men’s clothing stores, I wanted to do something of my own. Just before the lockdown, I started collaborating with a friend who introduced me to the world of bespoke tailoring. Then the pandemic hit, and with time to fill at home, I picked up a book my wife gave me about the 1970s English tailor Tommy Nutter. Nutter famously dressed Elton John, Mick Jagger, and other rockstars of that era, blending classic technique with rock-and-roll flair. Reading about Nutter’s bold designs—the sharp lapels, the fearless colors, the way he made suits feel both rebellious and timeless—lit a fire in me. It was as if I’d discovered a forgotten language I’d been waiting to learn. I became obsessed, and for the first time, I felt like I finally understood what I wanted to do. Read more>>

Nicole Bekerian

Short Version: In an airport! No joke – I was coming back from vacation in Florida with family and it hit me then and there. I needed to do this and it couldn’t even wait for me to get home! Longer Version: After I lost my dog Gibbs I felt lost and didn’t know what to do with myself. Sure I had my 9-5 job but without him by my side, it felt like a part of me was missing. We had been though so much together. We left an abusive relationship when he was a puppy and I had to fight to get him back. Once I did, I made a pact with him that we were going to live the life we wanted and never stop. And we sure didn’t – the whole 11 years I was blessed to have him by my side through all the ups and downs. He saved me and showed me how to heal and become the person I wanted to be. He was my best friend and 11 years was nearly not enough, but I am forever grateful for every single one of those. Read more>>

Xana Hammonds

I was working in a private studio with my mentor who helped build this business with me. This was a space with very white walls and almost everyone that walked in was there for their appointment. I felt really closed off from so much of the world though the quiet of the shop allowed me to easily make clients feel comfortable in the space and calm. I knew I needed a space that could be inviting and open to the community but maintain a coziness that wouldn’t be overstimulating like a street shop style can quickly become. I really looked into the what defines something as a third space and used that as the basis of what I wanted my shop to be. I’ve created this studio as a space you can come and learn or relax, find out about some of the many amazing artists working in so many mediums in our town. The tattoo element allows all of that to exist rather than being the purpose and that is probably the most unique element of The Artists’ Grove. Read more>>

Aleksei Kniazev

When I moved to the US in 2013, I was working in internet marketing and mobile game development, running my own agency. But honestly? Making money online felt uninspiring to me. I always dreamed of creating a brick-and-mortar business—somewhere I could actually walk into, with a real presence and a real connection to people. The online work was just a step toward that bigger vision. Then one day, MazeRooms from LA came to my agency. The moment I learned about their business, something clicked. This was it—an escape room business was exactly what I’d been looking for, blending my love of game design with a tangible, offline experience where people could dive into another world. Read more>>

Barry Johnson-smith

I started my business in May 2021 in response to the growing demand for DEI workshops and consultation following the murder of George Floyd. My journey into this work began in college, where I led DEI initiatives and conducted trainings. DEI has always been a passion of mine, and after moving to Oregon in 2019, I continued to volunteer with organizations, conducting workshops and helping them address social justice issues. The idea of turning my passion into a business took root at a networking event in 2019, where I met a DEI consultant. I was surprised to learn that someone was being compensated for the work I had always done as a volunteer. That conversation planted a seed, but it wasn’t until people from Georgia began reaching out to me in 2020—asking for workshops and guidance on addressing racism within their organizations and the social unrest sparked by George Floyd’s murder—that I realized it was time to formalize my work. I knew I could provide a valuable service to help organizations navigate these critical issues. Read more>>

Chrissy Crawford Corredor

When I launched ArtStar in 2010, the art world was still feeling the aftershocks of the global recession. Artists were struggling to find steady income, and the market for contemporary art had contracted. I saw an opportunity to help both artists and collectors by creating a platform that could provide artists with a reliable income stream while making original art more accessible to a new generation of collectors. The original idea behind ArtStar was simple: to create an online gallery offering limited edition prints and photography to young collectors. These were people who wanted something more original than mass-produced posters but couldn’t yet afford the high prices of traditional galleries. Back then, the online art market was still relatively underdeveloped. Outside of big players like Art.com and AllPosters.com, there were very few options. Meanwhile, physical galleries could feel intimidating and were often geographically limited. Read more>>

Thomas Dawson

The idea for my businesses really came out of a need I saw in the community combined with a deep desire to create something lasting and meaningful for my family. I started noticing that, in the cleaning industry, there were often gaps in service quality and reliability. Too many companies were quick to offer basic, impersonal solutions, but they didn’t build relationships with clients or prioritize the long-term impact of their work. I wanted to change that, to create a business where quality, trust, and a genuine care for the community were at the core. The journey began with Dumpster Intervention Patrol. It wasn’t just about cleaning dumpsters; it was about transforming a routine chore into a service that genuinely improved people’s lives. Seeing the relief and appreciation from clients after their bins, solar panels, gutters, and more were expertly cleaned made me realize this was more than just a task—it was an opportunity to provide a service people could count on, one that made them feel valued and respected. I knew there was a need for this level of commitment, and I saw it as a chance to solve a problem that few were tackling with a personal touch. Read more>>