The Eureka Moment: How To Come Up With the Big Idea

Turn a Craft into $ Biz

“My mom was an elementary school teacher and she noticed that the kids in her classroom would take a sheet of paper and scribble something on it and throw it in the garbage. She looked for something to do with that paper and found an area of crafting called papermaking. Then move ahead a few years when I was getting married and I asked her to make the wedding programs for my wedding, and she did and they were absolutely gorgeous and everyone at the wedding loved them and said, ‘Where did you get these?’ And I said, ‘My mom made them.’ It started to dawn on us that maybe there was a business idea there.”

~ Heidi Reimer-Epp, founder and CEO of Botanical Paperworks

Listen to Your Friends


“I had a shitty year and so had a lot of my friends. One was going through this really messy divorce, and what that meant for her financially. Another had lost a business. We all just had this really bad setback year. One day I got tired of getting phone calls about “Let me tell you what happened,’ and all that negative stuff. And I just started putting everyone on action plans. I became that friend that started kicking your butt; I kicked my own butt too. I said, ‘Okay, we all need to change something. What is that, and what is next, and what does that look like.’”

~ Keita Williams, founder at Success Bully

Gift Your Friends


“I made some peanut butter cups for a friend’s birthday and everyone there loved them. I made them for another friend and the guests there said the same thing. And a couple people said, ‘These are so good, you should go into business.’”

~ Jessie Taige, Jessie’s Nutty Cups

Have a Baby


“I was really discouraged when I was looking at baby foods and what was on offer for young children. It was really grim. Most of it was in jars when I first started looking and now it’s in pouches, which is a little snazzier, but at the end of the day they stay on the shelf for two years. And if you really love food and you love to cook, you think, gosh, surely there should be something better.”

~ Hillary Graves, founder of Little Dish

Be Open to a New Opportunity


“I was on a three-month sabbatical from Microsoft, just taking some time to reenergize. And maybe if I hadn’t taken time for myself, none of what I’m about to tell you would have happened. It was while I was on sabbatical that I got reconnected with a former manager from Microsoft who then made the introduction to the woman who became my co-founder. She’d helped build Neutrogena which was sold to Johnson & Johnson and she’d been developing a whole vision about women’s health in the second half of life and menopause. We were in alignment on what we could do in the space.”

~ Jill Angelo, Genev

Find a Solution to Your Own Problem


“In the late nineteenth century, early twentieth century, most Americans didn’t have indoor plumbing. So, bathing wasn’t something that was happening on a regular basis. A lot of women washed their hair maybe once a month, sometimes not at all during the winter, they just kept it covered up. Madam Walker was one of those women, and as a result she had really horrible dandruff and scalp infections that were causing her to go bald. So, she needed a solution. You know, necessity really is the mother of invention.”

~ A’Lelia Bundles on Madam C.J. Walker 

Find a Hole in the Market


“Cannabis became legal in Washington State in 2014. I started to really understand how this could be something to help me find more balance and be more present, not as an escape. A client of mine who had started working in the cannabis space said, ‘There’s no one that’s creating anything for women. There’s no one that’s creating anything with a designer’s eye. And you should think about this.’”

~ April Pride, Host of How to Do the Pot