Deciding to start a business is an unusual decision. It’s often considered irrational and yet for many it’s the best decision they’ve ever made. So we asked folks to think back to when they were starting their businesses and to tell us about their decision making process.

Tee Archie

Honestly, it started with a feeling. I realized I was constantly curating experiences, planning epic trips, and helping others find joy in the little things—whether it was a hidden gem restaurant, a photo-worthy beach, or just a moment of peace on a busy day. That’s when it clicked: I wasn’t just sharing travel recs, I was building a lifestyle brand rooted in joy, ease, and intention. Read More>>

Erin Reape

Becoming a small business owner was never something I thought I would make the leap into. I loved the structure of corporate America but the thought kept creeping in about trying something different. Being a member of the Pure Barre Vinings community for 9+ years had brought so many positives into my life – fabulous community with an unparalleled workout. I kept thinking it would be so fullfilling to work within that space. Then the day came when an opportunity to buy the studio presented itself. There was this internal yearning to try it so I took a leap of faith. Read More>>

SHANNON WHITE

I DECIDED TO START MY OWN BUSINESS BECAUSE I WANTED THE FREEDOM TO SET MY OWN SCHEDULE. AS A MOTHER, IT WAS IMPORTANT FOR ME TO HAVE THE ABILITY TO TAKE THE TIME I NEEDED TO PARENT MY CHILDREN AND BE PRESENT FOR MY FAMILY. I DIDNT WANT TO HAVE TO ANSWER TO SOMEONE ELSE ABOUT WHETHER OR NOT I COULD TAKE MY CHILD TO A DOCTOR’S APPOINTMENT OR SHOW UP FOR THEIR SCHOOL FUNCTIONS.  Read More>>

Jessica Thompson

I tell people that my acrobatics studio Catapult Movement wasn’t my choice for a career. When I pictured the course of my life, this wasn’t what I envisioned- but it was a plan and desire that the Lord placed in my heart years ago. Growing up, I wanted to be a dancer and gymnast, but the opportunity never presented itself. When I was 16 and confident enough to ask my parents for lessons, I found that there wasn’t a studio in the area that taught teenagers who were beginners.  Read More>>

Kaitlin Morgan

A) Owning my own business has been a dream of mine since I first became a hairstylist. I always envisioned creating a space where creativity, collaboration, and genuine support could thrive—not just for clients, but for the stylists working alongside me. Years ago, I actually worked in the very location my salon is, and when the opportunity came to lease it, it felt like everything aligned—it was truly serendipity. To be able to transform a space that once helped shape me into the foundation of my own vision has been surreal. Read More>>

Isaiah Powell

My thought process behind starting my own business came from a mix of frustration and vision. I knew I had a gift, but I also realized that working under someone else’s structure wouldn’t allow me to fully express it or grow the way I wanted to. I was tired of being overlooked and underpaid, and I wanted to create something that reflected my standards, creativity, and passion. I didn’t just want to make money.. I wanted to build something meaningful, impact others, and show people what’s possible when you bet on yourself. That mindset gave me the push to stop waiting and start building. Read More>>

Alex Andersen

I’ve always felt like I didn’t fit in with the “corporate” world and felt really disillusioned by it. I always wondered how everyone could just be content with that lifestyle; depending on the job, it felt really shallow at times (though there were some exceptions). I wanted to challenge myself to see if starting my own business or at least freelancing in some capacity was something I’d be capable of doing, if I could carve my own path and find the kind of work that made me feel like I was actually contributing to the world. Read More>>

Mattie McClamrock

Starting in middle school, I went to my first coffee shop and fell in love. Throughout high school, my passion deepened, and I would go to a coffee shop every chance I got.

What drew me to coffee shops was the community that they created! They created a place where people felt welcomed, and it was a place where you could connect with people over a delicious cup of coffee. Sooner or later, I also grew to love the art of coffee as well. Read More>> 

Erica James

The inspiration behind starting my own business came from witnessing firsthand how poorly models and talent were being treated on set. After relocating from Houston to Atlanta, I experienced an unacceptable level of disrespect and lack of professionalism in the industry. That experience became a turning point. I partnered with another model who shared my vision, and together we created Profetik, LLC — an agency built on integrity, empowerment, and respect for creatives. Read More>>

Hannah Oliver

My thought process behind starting my own business came from a deeply personal place. I lost my eye in a car accident after the sunglasses I was wearing shattered into it. That experience completely changed the way I viewed safety, confidence, and how much we take our vision for granted. Read More>> 

Josh Sweeney

When I had my first business, I spent hundreds of thousands of dollars on sales and marketing that didn’t provide a Return on the investment ( ROI ). This loss of capital and lack of results took a heavy toll on the business. Later, when I sold that business and had to decide what to do next and wanted it to be in an area that I was truly passionate about. Read More>> 

Dan And Rachel Schwartz

With our varied backgrounds (and a few too many pet peeves), we’ve helped friends and family bring ideas to life that make their everyday experiences easier and more enjoyable. After a while, we figured that there were probably more people out there that could benefit from these solutions as well! Read More>>

Chase Williams

It was a gradual process. I realized in my early 20s that I wanted to become a therapist, but at the time, I wasn’t thinking at all about the business side of things — my focus was purely on learning how to be an effective counselor and provide meaningful therapy.

It wasn’t until my master’s program and clinical training that I became more aware of the wide range of settings therapists can work in — private practice, community mental health centers, residential treatment programs, rehab facilities, and more. That exposure helped me think more intentionally about the kind of environment I would fit best in. Read More>>

Neena Spee

My thought process was rooted in a very personal and cultural truth—I was tired of code-switching and tired of shrinking. I knew what it felt like to be brilliant, qualified, and yet questioned because I was unapologetically Black, Southern, and woman. Read More>>

Kamau As-Salaam

The Reigning Hope Foundation was created to honor the lives of Reina As-Salaam and Juliana Hope Ferrell, two beautiful young women and best friends whose futures were stolen in a tragic hit-and-run accident. Our parents, heartbroken but determined, founded the organization as a way to ensure their legacies would live on through acts of service, love, and empowerment. This is not just a nonprofit it is a family organization, born from grief and rooted in hope. Read More>> 

Richard Deshields

After spending over 25 years in warehouse management, I reached a point where I started reflecting on what truly brought me fulfillment. While I gained a lot of experience and skills in that field, I realized I missed the personal connection and sense of purpose that came from helping others more directly. Starting my own business gave me the freedom to return to something I genuinely love—serving people, building relationships, and making a tangible difference in their lives. It was about rediscovering that passion, having more control over my time, and doing meaningful work that aligns with who I am at this stage of my life. Read More>>

Paco And Hosea Cunningham

The “Aha!” Moment/Inspiration:

“I love tacos. Atlanta loves food. There’s an opportunity here.”

Perhaps noticing a gap in the market: “There are lots of taco places, but none quite hit this specific niche (e.g., authentic regional Mexican, innovative fusion, gourmet ingredients, late-night, healthy options, etc.).”
Personal passion: “I’ve always dreamed of owning a restaurant, and I’ve got some killer taco recipes.” Read More>>