Everyday we meet business owners, professionals, artists and creatives. Photographers, florists, realtors and more. They might come from different backgrounds, work in different industries, have varying personalities, and have vastly different income and educational profiles, but the one thing we’ve seen over and over again is that most people have a unique and special reason for why they do what they do. From a realtor helping families afford the first home he always wished for as a kid to a photographer using her skills to give a voice and face to victims who feel voiceless, we have been blown away by what happens when you just ask people a simple question – why do you do what you do?
Nicholas Pallos
My goal as a filmmaker is to to push the boundaries of cinematic storytelling, creating films that not only entertain but also provoke thought and shift perspective. I aim to highlight the transformative powers of love, humor, and beauty. My artistic mission is found in the exploration of resilience and the possibility of finding light even in the darkest depths of the human experience. Read more>>
Daniel Grek
At AMUN, our mission is to empower individuals to unveil their potential through high-quality streetwear that embodies strength, resilience, and limitless ambition. Inspired by the legacy of the Egyptian god Amun, we create apparel that not only looks good but also inspires confidence and excellence. Our purpose is to support those who push their boundaries, break barriers, and continuously strive for greatness, fostering a community united by the relentless pursuit of their best selves. Read more>>
Lady J
I’m Lady J, known as “The Bounce Back Queen.” My journey has been a rollercoaster of traumas and hardships that could have easily taken me down. I’ve survived abuse, homelessness, addiction, rape, suicidal ideation, even a near-fatal ruptured brain aneurysm, and more. But instead of letting these challenges break me, I’ve used them to fuel my resilience and strength. Read more>>
Sandra Cutrone
The Story Behind My Mission
Having worked in the mortgage industry for 38 years, I’ve witnessed the industry’s many ups and downs. From the high interest rates of over 13% in the 1980s to the lower rates of the late ’90s during the dot-com boom, the landscape has continuously evolved. Deregulation was the primary goal during the ’80s, ’90s, and early 2000s, especially post-Y2K and 9/11. However, the Great Recession revealed the deep turmoil within the housing industry, with widespread fraud leading to 80% of mortgage brokers going out of business. Read more>>
Courtney Johnson
My mission is to create a world where people love being alive, where they are living from their core essence, and rid of what is not true for them — think conditioning, people pleasing, trauma, etc. My mission is to create a world where each person remembers how to live from an open heart, so that together we can transform our collective reality into a place of peace, harmony, and true power. Read more>>
Dee Fields
The Story Behind the Dorcas Collection
At the Dorcas Collection, my mission is inspired by a powerful belief: “It’s better to be prepared for an opportunity than to get an opportunity and have to go get prepared.” This philosophy drives everything I do, from curating our collections to empowering women in the community. Read more>>
Amy Brown
Our little patch of Georgia farmland is at the heart of everything we do and, as farmers throughout the ages have known, you’ve got to treat the land right. Give to the soil and it will give back to you.
The fresher the food, the better it tastes and more enjoyable it is to eat. This is the philosophy we grew up with here on the farm, and it carries through to how we make our bourbon and bourbon prouducts. Read more>>
Crystal Perez
My grief journey somewhat propelled me into gathering the strength and courage to create ISSA DAVII and for that I’m grateful for having the ability to turn heartbreak into something beautiful. The meaning behind the brand is a ‘dedication to our ancestors’ because every part of this company is very intentional and has a little bit of those who have inspired me along the way, including my late-brother and both my late-uncles, whose name was ‘ISSA’ and ‘DAVII’, or David and Isaac in Spanish. They all played a significant role in me becoming the woman I am today. Grief is a very vulnerable experience that most if not all of us are never prepared to handle. To turn it into something meaningful is powerful because it allows your creativity to shine through those broken pieces and what better way to create than to be inspired by deep emotion. The embroidered rose on each piece is a rose that was designed by my Uncle David, who was a fashion designer and designed the rose as part of a dress in the late-80’s. I took the rose, made it into a file and added the name underneath the rose and voilà. The tie-dye and streetwear aesthetic is inspired by my late-brother’s vibe, he was an avid skater whom loved the community deeply and was honored to be part of it. My mission not only inspires me but keeps me unstuck in my creativity and in moments where I need it the most, I look to them for some inspo. Read more>>
Candice Hudnall
The mission for Hamby Catering is “Creating Life’s Memories Over Shared Meals”.
Team Hamby is truly woven into the fabric of life’s most memorable events, on both ends of the celebration spectrum – happy, sad and everything in between. Connection with people happens organically when you break bread together, and Hamby Catering provides the medium to create that connection via delicious food, carefully crafted by our culinary team. Read more>>
Erin Teagan
My life really changed when I got assigned to job shadow a woman scientist in high school. Up until that point, my greatest challenges were math and science. I was a creative person. I liked reading and writing and thought I had no place in science. But that day, I was introduced to a side of science I had never seen before. I saw that working in the lab was an active job, mixing solutions, working with equipment, running experiments. I realized it was a lot about asking questions and solving problems and that there was room on the team for a creative person like me. And so, I shocked everyone in my life and, although I never stopped writing, decided to go into science. Now, through my writing, my mission is to show kids that science is for everyone. Creative kids and math whizzes. We need all different thinkers in science, and I hope that when kids read my books, they will find where they might fit in science too. Read more>>
Chris Suchánek
Our overarching mission is to ensure that we’re not just selling widgets. Since 2008, a percentage of our annual profit has gone to helping under-resourced families in our community help make ends meet during the holidays. I can proudly share that we’ve served over 260,000 meals to families and contributed nearly 50,000 large-scale volunteer hours through our sister nonprofit, Project Boon. However, I believe this is what every business owner should do without waiting for success—it’s part of being a member of the community. I believe that true happiness comes from being useful to the people around us, whether they are under-resourced or our colleagues. It’s our job to bring something to the table, and I think happiness is found in that service. Read more>>
Eli Asnien
I started Next Wave Studios in 2023 as a way for local Madison area artists/filmmakers to have a production space with total creative freedom. I was working in the film Industry in New Orleans, and got burnt out by my lack of creative control over projects I was working on. After returning to Madison, and realizing there wasn’t really any production spaces available to the public, I purchased a dilapidated warehouse stacked to the ceiling with auto parts that needed a complete renovation. The vision was clear, but figuring out the logistics of turning an old warehouse into a high end production studio by myself was daunting. Half the battle was just getting all the junk out & returning it to square one. After a year of hard work, the studio was able to open. Since then, the goal of Next Wave Studios has been to serve artists, as well as higher end productions, for a reasonable price. Since opening, Next Wave has branched out into live events, and is expanding in the spring to open a mixed-use artist space unlike anything else in Madison. Read more>>
Janell Buick
My mission behind my business is to help women feel confident and believe in themselves no matter the circumstances. I want to uplift women and encourage them to be themselves unapologetically! Read more>>
Danyetta Miller
Empowering Women Through Esthetics: A Mission of Confidence and Self-Care
In a world where daily life can often feel overwhelming, my mission is to empower women through the art of esthetics. With a focus on makeup and lashes, I aim to boost confidence and provide a much-needed escape from the pressures of everyday life. Read more>>
Verchona Walker
The lack of adequate accessibility to meet the basic needs of a community or specific group significantly impacts the overall well-being within that community. This issue is prevalent across cities in the United States and drives our mission at Hedonist Foodie. Our goal is to create a positive impact through food, sustainability, and fostering local partnerships. This mission isn’t just a statement—it’s a heartfelt commitment that reflects our values, love for food, and deep connection to our community. Read more>>
Glennis Davis
Our mission at A Giving Heart Project is deeply personal and profoundly meaningful. Growing up in Charlotte, NC, I experienced trauma that left lasting scars. My husband faced the harsh reality of housing insecurity and being an unaccompanied youth in the same city. Despite these challenges, we were blessed to overcome the obstacles and adversities we faced. We emerged from the fire of our past without the scent of smoke, transformed and driven by a desire to help others. Read more>>
Alexia Hoffman
As a young entrepreneur who got started at 19, I have always felt a desire to grow and set big goals. When I first entered the real estate world, I set a goal to make $100,000, but I was told my goal was crazy and unrealistic. It was a wake-up call when I realized that my environment wasn’t one that fostered growth and ambition—it was standing in the way of my success. Read more>>
Hari Bernstein
In today’s troubled world, people need musicians more than ever – not only because music expresses that which cannot be put into words but which cannot remain silent (to quote Victor Hugo) but because musicians have a unique perspective on the world that enables their fans to see their own lives through a different lens. Read more>>
Mia Humphreys
Special Needz Coffee was established with the mission to provide inclusive employment to individuals with special needs and/or mental illnesses. It is a sister company to Behavioral Autism Therapies (BAT), which has been providing behavioral therapy services to inidividuals with autism in Southern California for over 11 years. As the individuals they are servicing reach adulthood, they found limited opportunities for meaningful employment. The/Executive Director, Larry Humphreys, came up with the concept of a mobile coffee shop that primarily have special needs employees. It is very meaningful because most of these individuals have graduated BAT’s Applied Behavior Analysis (ABA) program and are now employed at Special Needz Coffee. This provided them with meaningful employment that they enjoy, as well as continue to work on the socialization/communication skills that they learned through BAT’s ABA program. Read more>>
Nicole Marks
Fit For Real is a whole person health and wellness company that specializes in the physical and mental health of its clients. The reality is your physical health affects your mental health and vice versa. Working to improve each has a dramatic impact on your mood, relationships, decreasing symptoms and increasing your overall quality of life. Nicole has a Bachelor’s of Science in Exercise Science and a Masters of Science in Marriage and Family Therapy. I learned very soon into my career that I needed to be able to not just help a person physically, but it was necessary to be educated as to how to incorporate the mental aspect. Our goal is to work with people to achieve their goals and even beyond their goals. To improve one’s self helps improve relationships and make an impact on a societal level! Read more>>
Fallon Rhodes
As a Certified Clinical Herbalist and Nutritionist, my mission for the past 15 years in retail and private settings has been to align folks with herbal allies and nutrients to enhance Vitality.
It is a deep passion of mine to reconnect us with nature, our roots, and to find ways to infuse herbal remedies and the gifts of nature into our daily lives. It is our stewardship and connection with the seasons and cosmic forces of nature that I believe we are missing in modern life that humanity thrives with. Read more>>
Aaron Schneider
Our mission is to give the next generation a safe and fun place to go while learning how to enjoy all sorts of action sports properly. As a troubled youth growing up in Green Bay, WI there weren’t many adults around or places to go that gave us safety and fun. The skatepark was that for us, but along with that came most of the stereotypical problems that come from there. As I got older, I kept seeing the same thing happening at other skateparks that didn’t have a skate shop close by. We saw the perfect opportunity to open ours right next to the skatepark in Menasha, WI. Three years plus later we have become the main hub for fun and safety for the youth in our neighborhood. Read more>>
Ava Lauren Grayson
Hip Librarian Productions was born out of my passion to translate books to screen. With the rise of promoting books on social media platforms, I discovered a gap in the industry and founded a company to create high-quality cinematic book trailers for authors and publishers to use to promote their traditionally and non-traditionally published work online. Capturing the attention of Gen-Z readers who are always absorbing visual media on their phones, these book trailers peak their interest like Hollywood film trailers! Read more>>
Asli Mohamed
Our mission is to provide a diverse range of luxurious and effective natural products that are both adaptable and multifunctional. We believe that high-quality, natural care shouldn’t be a luxury reserved for a select few. For instance, our body butters double as hair moisturizers, and our shampoo also serves as a body wash. We are committed to making premium, natural ingredients accessible to people of all income levels, emphasizing that self-maintenance is as essential as self-care. As a Black female-owned company, we are dedicated to bridging the gap and ensuring that everyone can experience the benefits of natural products. Read more>>
Jo Knight Dutkewich
I’m Jo, short for Joanna, long for J..
I’ve been fortunate to have a really successful corporate, consulting & coaching career.
I laugh at my own jokes & my spelling is a D minus at best.
I’ve advised major players like Rolls Royce plc, Land Rover Jaguar & the Government of Canada. I’ve unlocked millions of dollars with my leadership. Read more>>
Ashlee Cooper
Droneversity’s mission is a workforce development company fostering careers in the drone industry. We offer test preparation to adults wanting to become commercial FAA-certified drone pilots, beginner flight training, and advanced instruction in environmental inspection..During COVID-19, I started an event planning company to help me deal with my childcare issue. I needed flexible work. Someone at an event saw me taking a picture of a balloon sculpture and said I needed a drone to do that. Opportunities Industrialization Center was having an online course. I took it and passed the Federal Aviation Administration test to become a certified drone pilot. My background is in STEM education. I traded my microscopes for drones once I realized the career opportunities for not only me but members of my community. Wanting to share that knowledge, Droneverity was born. Read more>>
Chris Lapre
My mission is simple. I wish to provide people with the best possible training that I can, to set themselves and their families up for success. I spent the last 27.5 years working as a peace officer. During this time, I have seen many good people fall victim to crime because of being mentally unprepared or unaware of their surroundings. My business and the members I have teach for me also come from varied backgrounds that will allow insight as to what and why we teach: Be it firearms and self-defense, to personal security while out and about or medical based courses. Read more>>
Natalie Baddour
Fully Liberated Youth (FLY) is a Community Nonprofit with a mission, “To holistically resource and empower young people who are experiencing oppression, trauma, gang involvement, or system involvement so they can continue becoming the liberated individuals our communities need.” FLY was birthed out of grief and hope. As a Palestinian, my story has been restored by the relationships of those deeply impacted by gang and system involvement. These relationships allowed me to find truth and meaning within my own experiences and brought me back to my truest self. Gang activity is the culmination of systemic oppression, racism, and poverty. Through the relationships I had the privilege of building and my own personal experiences, there was a deep need for something more equitable, restorative, liberating, intersectional and justice centric, leading to the creation of FLY. Read more>>
Brock Binder
My mother suffered from a loss of cartilage in her lower spine. In order to alleviate the pain endured, she resorted to her doctor’s recommended resource, prescription painkillers. Years later, I watched her through an emergency room window after an opioid overdose, unknowing if she’d still be with me the next day. What I did know is if she was, I would do all in my power to see that she never had to rely on opioids again. Read more>>
Carmen Ohling
⭐VISION:
To be the one to show the world how truly great life can be.
⭐MISSION:
To significantly improve the lives of over 1 million leaders and entrepreneurs by amplifying their gifts, voices, lives, and businesses through high-level collaboration, personal growth, and learning. Read more>>
Reese De Luca
I created this brand for real reasons. First up, love for killer skincare and the cleanest ingredients out there. Second, it’s all about empowering fellow “weirdos” to vibe self-love, no matter the noise.
Being different? That’s the beauty! Read more>>
shaundrea sylvester
As a junior at LSU and the founder of Marquel Marketing Agency, my journey is driven by a deep-rooted mission that goes beyond the traditional goals of a business. Being a Christian, I attribute my wisdom and understanding to God, who has guided me every step of the way. My faith has instilled in me the values of integrity, compassion, and service, which are the foundation of my agency. .Read more>>
Erin Clephas-Schulz
(s)low impact goods is a business I started because I saw a gap in my community offerings. I wanted to find clothing and gift options that were not only ethically and sustainably made, but also colorful/fun and accessibly priced. After being increasingly frustrated with local options, I finally decided to try it myself! Now, I make coming to that decision sound easy, but it certainly wasn’t. I frankly toiled over this idea for quite some time, and my idea evolved many times over. But as I grew increasingly frustrated with the way people treat the earth, disenchanted with my full time job in healthcare and longing to do something that mattered – I decided to go for it. A culminating moment in this journey came for me when I visited Northern California for the first time last year. The beauty of nature and natural encounters with wildlife gave me a stronger than ever desire to embrace a more conscious consumerism. Read more>>
Andrea Schlecht
I remember wanting to spoil myself for the first time in my life to a facial as well as some Botox 4 years ago. As soon as I walked into the spa I felt judged. Judged for the fact I had never had a facial before, judged for my skin not being in the best shape, judged for not having a 5 step skincare routine, and I felt that the price for my Botox was decided the moment I walked through the door. Read more>>