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.

Kassidy Marley

The idea for my business as a Spiritual Life Coach was born from my own profound journey of transformation. Having experienced the extremes of life, starting as a successful international model and then walking a path of deep healing, I uncovered my true calling through years of self-discovery. Living in nature, studying with shamans, and immersing myself in spiritual practices, I began to see how my personal challenges were guiding me toward a greater purpose: to help others heal, grow, and connect with their inner truth. My story became the foundation for a business designed to empower others to embrace their unique journeys. Read more>>

Laura & Martin Bueno

The story of how we came up with the idea for Roamer Agency is really a reflection of our shared journey. Martin’s love for photography and videography started at 14, when one of his first gifts was a camera. From there, his passion only grew. As for me, I’ve always been drawn to social media and marketing, which started back in college when I began sharing content and realizing the power of connecting with people through platforms. Throughout both of our lives, we’ve always been involved in creative jobs—whether it was Martin behind the lens, or me working in various administrative roles, and later as a marketing director. All of these experiences, the good and the challenging, shaped who we are today. Read more>>

Kris Sims

I’ve always been drawn to the joy that concerts bring to people. It’s incredible how much impact a single moment captured can have—seeing people repost photos from a concert they just went to, sometimes even more than pictures of themselves, made me realize how deeply those memories resonate. That inspired me to want to create and share that same joy through photography and videography. My journey into this field truly began thanks to my mentor at the time, Todd Turner. As my photography teacher, he not only helped me develop my technical skills but also encouraged me to find my passion. He pushed me to experiment and step outside my comfort zone, which ultimately led me to focus on concerts and events. His guidance made me believe in my ability to tell stories through the lens, and I’ve been chasing that feeling ever since. Read more>>

Billie Florsheim

My journey began during the quiet of the COVID-19 lockdowns, a time when life slowed down, and I found myself enjoying simple moments at home. In my kitchen, alongside my curious toddlers, I discovered a love for baking. The laughter, the mess, and the process of creating something together were incredibly rewarding. But I quickly realized there was a problem. The market didn’t have tools that truly worked for little hands—nothing sturdy, functional, and easy for kids to use. I wasn’t looking for toys or oversized adult tools. I needed real utensils designed for young bakers, tools that were easy to clean and practical for the way kids mix, stir, and create. Read more>>

Lizzy Esqueda

I moved to Oregon to learn how to make wine in 2013 after working my first Oregon harvest in 2012. I continued to seek out some of my favorite winemakers and worked alongside them as a harvest intern in order to learn as much as possible about making wine. I moved on to becoming the assistant winemaker for a couple of Willamette Valley wineries, and although I was continuing to learn in the cellar from grape to bottle, I felt like there was something missing about all the hard work that happens before winemakers have the fruit in their hands every harvest. Read more>>

Marieka Finot

When I moved to Portugal, I had no idea what I would do next. I had just left a 10-year trading career in London and wanted to give myself some time to reflect and explore new possibilities. During this period, I had many conversations with friends and others around me. I quickly realized I had financial peace of mind. I understood how to manage my money in a way that made me feel aligned, empowered, and inspired. This, however, wasn’t the case for many people I spoke to. What struck me was how rare it is to connect money with well-being or to associate finances with peace of mind. That insight became the foundation of my business idea. I realized I could make a real impact by sharing my knowledge, especially since financial literacy is such a critical, yet often missing, skill. Read more>>

Darius Perry

The idea of Ball 2 Life LLC came to me through different experiences that have formed and shaped who I am today. My personal battle with Crohn’s disease, my experience working as a coach at The Little Gym, and my passion for health and fitness are anchors in what our mission is today. In short, basketball was my first and only love. I had dreams of playing college basketball, but due to a couple of bad flare ups in high school, my health started to affect my ability to not only play but be present in school. My love for the game and the lessons I learned along the way remained but I was forced to now learn to live, learn and work with this condition. Being active, playing basketball or working out at the gym helped me not only feel like me but physically feel better. This all led me to work for “The Little Gym”. Read more>>

Sarai Pressley

Hi, I’m Sarai, Founder and CEO of TheTeaBarCo. My journey with tea began long before I ever thought of it as a business or even as a wellness remedy. It was a passion that brought me peace and a sense of creativity. However, my relationship with tea deepened when life threw me an unexpected challenge. I began struggling with a chronic illness that disrupted my sense of balance and well-being. Western medicine wasn’t working for me, and I felt lost in my search for relief. It was during this difficult time that I turned right to my love for tea—but this time, with a purpose! I began researching herbal ingredients and their benefits, not just for flavor but for their healing properties. I started crafting blends designed to address the symptoms I was experiencing, and the results were transformative. Tea became more than a passion it became a lifeline. I felt my energy return, my health improve, and my spirit lift. Read more>>

Victoria Carlo

I grew up watching my mom and dad manage their businesses, which inspired me to want something of my own as well. I often played by arranging toys and food to create a store in my room, then I would call my mom and dad to come and buy from it. I believe that’s how it all started. Eventually, I told my parents that I would love to have a store, and they helped me create one. Read more>>

Isabel Varela

I’d love to share the story of how I launched Repurpose Your Life™, my business that has absolutely transformed my life. It was 4:44 a.m. on December 20, 2022, in Los Angeles, California. I wiped my sleepy eyes, taken by a sudden burst of energy. Something stirred deep within me—a spark in the form of a divine download that I couldn’t ignore. I grabbed my pen and began feverishly sketching the framework for what would become Repurpose Your Life™, an organization that empowers women through holistic lifestyle and business coaching. The ideas flowed like a waterfall, pouring from my mind onto the page. They were accompanied by tears of joy and clarity. I could feel the change running through me like an electric current: what started as a slogan I came up with in 2020 to reflect my early-day sustainability efforts was now crystallized into my life’s mission. Read more>>

Avery Estelle

My career in social media began in Waco, Texas where I attended Baylor University’s Honors College. An assignment in one of my Journalism courses prompted me to connect with a local business owner for an interview. I decided to interview the owner of Oh My Juice, my favorite (and only) juice and smoothie bar in a 30 mile radius. During the interview I quickly realized the owner was overwhelmed with the task of social media marketing. After our interview, I pitched the idea of letting me take over the businesses social media accounts for the semester for a paid internship. This was, of course, before the days of Tik Tok. We were primarily on Instagram, Facebook, and Snapchat. My marketing efforts, even without a degree at the time, led to a doubling in sales for the business and a more permanent contractor position handling social media. From there, I began accruing local clients via referrals who had reached out to ask who was managing Oh My Juice. What I didn’t realize was that this experience would be the first step leading me to open my own creative agency 4 years later. Read more>>

Jocelyn Diles

It started during my career as a massage therapist. Often, my regular clients would lay down on the table and share with me vulnerable stories about their lives. They would talk about what was causing them stress and where they were feeling challenged. After a while, I noticed correlations between the themes of their stories with the parts of their bodies that I was touching. At the same time, I was deep in my own journey of healing chronic pain and depression. I was studying psychology, going to weekly therapy, meditating, and taking workshops in yogic intimacy. All of this was in a desperate search to heal my body and my mind–I hated myself but so desperately wanted to love myself and experience how life could be with this feeling of total acceptance. Read more>>

Sarah Abdow

Everyday Eats blossomed from childhood memories of baking alongside mom. We believe that the kitchen is the heartbeat of family- a sacred space where laughter and treasured memories are made. Everyday Eats is a perfect example of mother/daughter teamwork in every sense! My personal struggle with gut health challenges and our passion for baking sparked a quest to reimagine our nostalgic recipes. We recreate our recipes to offer a taste experience with a modern day healthier twist. Read more>>

Becky Williams

Travel is one of the best ways to invest in yourself. It offers a unique opportunity to enrich your life by broadening your horizons, deepening your understanding of different cultures, and embracing new experiences. One of the most immersive ways to explore a new place is through its local food. Food tours, in particular, are an excellent way to connect with the history and culture of a destination. Whether you’re traveling to a bustling city or a small town, food is a gateway to understanding a place’s past, its people, and their traditions. Read more>>

Anastasiia Soltysiak

It all started when I was 18 and could spend hours in Photoshop editing photos. I loved it—bringing images to life, playing with colors and details. It wasn’t just a hobby; it felt like something I could get lost in. At the time, though, I was earning a living doing permanent makeup. I did that for about 13 years, and while it was steady work, I started feeling like I needed a change. I wanted to do something different, something more creative that felt more “me.” In 2018, I decided to try filming videos. I started with just my phone and quickly fell in love with the process. I spent about a year filming everything I could, learning, and experimenting. One of the biggest inspirations for me during this time was my close friend Julia. She became my muse and supported me in every way. She was always up for any shoot I wanted to try, no matter how crazy or experimental my ideas were. Her encouragement gave me the confidence to keep going and growing. Read more>>

Jesessica Fields

Three days after leaving corporate, I was across the pond in Europe, starting on my own Eat, Pray, Love journey. I spent six months traveling, reflecting, and, for the first time in my life, truly slowing down. After years of hustling nonstop—pushing myself to achieve, perform, and meet everyone else’s expectations—I finally made a choice for me and how I wanted to spend the next 30 years. I wanted the freedom to travel, the independence to create on my own terms, and the opportunity to do things differently (for myself and others). Read more>>

Anastasiya Tkachenko

I first transitioned into Copywriting when I realized I could combine my two major obsessions: writing and people. I worked in the world of nonprofits for 10+ years, starting as early as 14 years old, and by the time I got to my senior year of college, I craved a career centered around creativity rather than a field that was primarily black and white. As I sank my teeth into learning more about Copywriting and Digital Marketing, I felt like I finally found my place where I could let my imagination soar while simultaneously helping business owners, creative entrepreneurs, and change-makers connect to their dream audience. What I love most about my work is that every, and any, business would benefit from utilizing a Copywriter’s skills to boost their business, but most don’t even know we exist or what our role exactly is. I feel like I have a superpower that I keep hidden until I want to expose it or use it. And the best part? It really can save a business. Read more>>

Brieanah Schwartz

I have always had a passion for animal and environmental protection. From a young age, I had the opportunity to care for a variety of animals, as well as observe our wildlife and visit our wild places. Growing up this way fostered my compassion for non-human animals and their protection. So, after college, I chose to attend law school to make a difference in the world and bring my advocacy work for animals and the environment to the next level. I graduated from the University of Maryland Francis King Carey School of Law with a concentration in environmental law. After graduation, I worked in the nonprofit sector, for animal rights and environmental protection organizations.  Read more>>

Angela Rodriguez

In July of 2023 my husband and I rescued a dog from a very bad situation. “Vincent” the Catahoula became the newest member of our family. We were so excited to have a new pup in our home and we wanted to give him the best food and treats available. We started with a variety of store-bought food and treats, unfortunately Vinny had negative reactions to many of dog treat products. This triggered me to research dog’s digestive system and the benefits of different ingredients to incorporate into their diet. I started purchasing all natural ingredients from local farms and stores in my area, and baking dog treats the in small batches at home. Vinny quickly showed signs of improvement (higher energy, less skin irritation, shinier coat, and regular sleep and bowel movements) Read more>>

Dylan Jones

The idea for LYX was born from my early work in military working dog technology, where I led research on innovations to support the dogs serving alongside our forces. While in that community, I encountered intriguing research: military dog handlers were developing ways to keep these high-performing dogs hydrated on mission, where they faced a unique problem – these dogs love their work so much that “break time” for water didn’t entice them. Their focus on the mission was their reward, and this meant they weren’t staying hydrated, a crucial issue considering the physical demands they face and their value – on average, each military dog saves over 400 lives during their career. Read more>>

Amanda Rose

I started in the dating industry 14 years ago after going through a divorce. While married to my ex I had suspicions he was online dating. So, I went searching for his profile and as I was looking for it, I thought wow how are these men getting dates, there should be a business that helps them look dateable and date successfully. I ended up finding my ex’s online dating profile in that search. And needless to say, we got a divorce. I went from being a stay-at-home mom to a single mom overnight and knew I needed a way to provide for my children. So, I took that little idea and decided to turn it into a business that created online dating profile makeovers for singles. I knew I had something when a producer for the Steve Harvey show contacted me to do a segment on online dating profile makeovers. They found my new twitter page and I didn’t even have a client yet. That little idea blossomed into a nationwide business. Read more>>

Lá Dinner Club

We’re foodies at heart! As Vietnamese immigrants, sharing our culture through food and drinks has always been something we’re super proud of. On top of that, as working professionals, we’re always looking for ways to connect with others and build a sense of community. The idea for our business started with our love for what HongDao in NYC (and Cookie Dao!) created—a Viet dinner club that showcased Vietnamese cuisine in such a unique and elevated way. We thought, “Why not bring something like that to Dallas?” The city is full of amazing food, but there aren’t many places where Vietnamese dishes get to shine in an upscale and intimate setting. Read more>>

Ryan Criswell

I came up with Cute Story Events after a long round of multiple interviews with several companies for an event planner position. None of them seemed to be the right fit, and the job I really wanted, after 4 interviews, decided to hire another person. I was disappointed, but at the end of the day, I felt that I could create the perfect role for myself and run my own event business. I had over 13 years of experience planning corporate events and festivals, and even working behind the scenes in catering and photography. The week I had my last rejection, I created a website and social media presence and began looking for clients. I was nervous about putting myself out there, but I felt I could easily convey my passion and expertise with potential clients. In the first year, my business grew like crazy! In my first three months I was working with 4 clients on different events, including two in other states. It surprised me how many people needed an event planner and the exact expertise I could provide. It was so exciting to be working on wildly different events and using everything I learned over the years to help my clients achieve their goals. Read more>>

Sam Ciccarelli

Growing up in Modesto, my great grandfather lived on a walnut & almond farm. We would always go to his house for big family dinners and that was where my love for food began. When trying to think of ways to launch our pizza business I kept thinking about those dinners and the feeling they left. On the farm, was an old school Ford pickup truck. I had always loved them and their aesthetic. It felt like the right way to launch our business, showcasing this old school, timeless truck that’s strong enough to carry a wood-fried pizza oven around. Buzz quickly grew as people saw it driving around town. We ultimately named the business after my great grandfather, paying tribute to those dinners and the family ranch. Read more>>

Lashay Mitchell

The world has changed dramatically since my childhood, with advancements in technology, robotics in healthcare, and the influence of social media. Embracing change is a positive thing; it signifies growth. As a budding entrepreneur from Kansas City, Missouri, I believe that More Lashay’s is on its way to becoming a household name. The change I mentioned earlier is part of my journey, and it feels wonderful. In 2017, doctors warned that I might not live to see days like these. Despite enduring countless needles, tubes, ICU stays, and 18 major surgeries, I remained focused on my purpose and what God had in store for me. Read more>>