Many books on startups and business talk about how there are right and wrong reasons for starting a business. So, we asked a handful of successful founders about their reasons and the thought-process behind starting their business.

Jennifer Daniels | Owner/Partner

My husband, Ozzie, started the WAFL Truck in 2013 and his goal in creating the WAFL Truck was to achieve the ideal of the typical “American dream” as an immigrant coming from Turkey. He wanted to offer something that wasn’t available in the food truck world with waffles and waffle-related items served as street food. Now, we run the business together as partners (I joined him in 2017) and our current goal is to expand our business and focus on creating a legacy for our daughter to continue on with if she chooses. As an L.A. native, I appreciate the food scene here and want to add to its culture by bringing delicious food to the people. Read more>>

Damon Cho | Owner-Chef

I came to the United States in 2003 to study film. However, I discovered the art of food, which led me to change my dream. I began learning Japanese cuisine while working at Nobu Restaurant, where I gained extensive cooking experience. Over the years, I honed my skills at renowned establishments such as Nobu, the Tao Group, and the Four Seasons Hotel. I also went to school and graduated from Le Cordon Bleu, which helped broaden my knowledge of culinary arts.
My wife, Heather Lim, is also a chef and a fellow graduate of Le Cordon Bleu. We got married in 2017 and opened IZAKAYA OSEN in Los Angeles the same year. The reason I started this business was to share my passion for cooking and the joy of flavors with others through my food. Since then, we have expanded IZAKAYA OSEN with additional locations in Irvine and Los Angeles, striving to bring the joy of our cuisine to even more people. Read more>>

Matthew Gangi | Reiki Master

It didn’t really start off with the thought process of wanting to start a business. The more I meditated and got grounded in the present moment–the more I stopped to listen and observe, these little nuggets of wisdom starting bubbling up from within me. And it was in part the Reiki flowing from Source Consciousness, that pure Divine Love, and in part my Higher Self, but these truths I was experiencing was just too good for me not to share. And I felt into this deep connection I had with all living things, and all people, and knew that everyone had these same truths within them too. I wanted to help them see what I saw, to realize the love within us and around us, and to find that beauty and stillness that I had found in the present moment. And as I shared my voice and my energy work, the business sort of naturally grew around that, as living in this world still required me to make money! Read more>>

Jazmyne Huerta | Deaf Photographer

In 2012, after earning my associate degree, I decided to pursue my passion and start my own business. Photography and graphic design have always been my natural talents, and I wanted to use them to create meaningful work. While living in Texas for three years, my business grew significantly. During this time, I worked on numerous projects, particularly focusing on weddings, civil ceremonies, and family photo sessions, which helped me refine and improve my skills. Read more>>

Will Conley | CEO, Fishbone Seafood Restaurants

Starting a business is both exciting and challenging. My thought process revolved around a few key areas, understanding the market, clarifying your vision, having a plan, and taking action and embracing learning. Read more>>

Emily June Heisley | Personal Development Consultant & Coach

I’ve always been a service person. My parents owned and operated their own cleaning business for over 40years before they retired and I saw how their work added value to their clients lives. I knew whatever I did, however, I did it, I wanted my work to add value to my clients lives as well. Besides growing up cleaning for my family’s business, I also worked over 7 years in corporate. While I loved offering clear and efficient service to my clients, and I enjoyed working with my coworkers, upper management did not have much flexibility or appreciation for my unique way of working. Read more>>

Zachariah Schmitt | Photographer, Actor, Singer & Dancer

My thought process behind starting my own business really came down to the fact that photography was something I genuinely enjoyed. I started out just shooting photos of my friends on my phone for fun, and they were the ones who encouraged me to start charging people for it. At the time, I thought, “If I can make some extra money doing something I love, why not give it a shot?” Read more>>

Annalyse Marchetti | CEO/Lead Creative at Happy Brand Media Group

My initial thought behind starting my business was finding a way to turn my passion for creativity into a source of income, even with a small following. I was driven by a yearning to create and share meaningful content, and I saw an opportunity to connect with brands in an authentic way, helping them tap into the power of user-generated content. Read more>>

Bryon Wackwitz | Owner of Muttairbrush

To be honest, starting my business was born out of desperation rather than a carefully planned strategy. In 1999, I found myself in an incredibly challenging situation. I had been working as an art director for Wizards of the Coast from 1997 to 1999, but they had their first major layoff just before Hasbro acquired them. Within a span of two months, I was laid off, divorced, and essentially homeless. It was a perfect storm of difficulties. Read more>>

Jason Peters | Author, Director, & Film Critic

I have tried my hand at many different business ventures in the creative field, from starting an independent publishing to producing and directing a feature film to now hosting a film review program on YouTube with my friend and business/creative partner Ryan Seybold, and all of them began as completely selfish endeavors simply because they are within fields that I love. Read more>>

Todd Huber | Founder and Curator

It happened by accident. I quit smoking in the late 1980’s and began collecting as a hobby. That turned into a business and 2025 is my 28th year operating a Skateboard Park and Skateboarding Museum. Read more>>

Gabrielle Migoya | Founder & CEO at GSM Virtual Assistants and ForePlay Golf Apparel

My first business I started, GSM Virtual Assistants came to me after I had moved from NYC to Manhattan Beach, CA and was working as an Executive Assistant for an asset management firm. The traffic and commute was a killer and I wanted to find a way to be able to work in a peaceful setting by the beach and maximize my time. When I started GSM Virtual I was the actual assistant to clients, working remotely behind the scenes to support C-suites and other Executive. As I took on more clients I was able to start hiring assistants to pair and work with the clients directly, and was able to scale that way. Read more>>

Jerrod Hankins | Content Creator & Theme Park Historian

When my aunt came to visit and wanted to see LA, she had a wonderful time and kept encouraging me to take the leap into making travel content. For a few months I watched other content creators asking myself what was missing from the genre and how I could stand out. Then I took some videos and started to post them at Jerrod Journeys on YouTube. Really quickly I started to have fun connecting with others online who shared my passions and interests and who wanted to have conversations.

To anyone out there reading this who has a passion that they might be thinking about turning into a business, I encourage you to start as soon as possible and I wish you success. Read more>>

Scarlett Taylor | Singer, Songwriter, Recording Artist

For me, starting my own business and building Scarlett Taylor was about taking full creative control of my vision. I wanted to create something that felt authentic and deeply personal without having to compromise on my art or my message. It wasn’t just about making music; it was about crafting an entire world. My producer and I have worked very meticulously to create the world of Scarlett Taylor through his independent label, Borderline Musick. We’ve collaborated on most every aspect – from the music videos and photos to the actual music. Scarlett Taylor is not only who I am, but also an entire concept and story. Read more>>

Maurice Manley Ii | Business and Finance Strategist

This question makes me think and rethink………I am challenged by the thought of this because all I know how to do is start businesses. It actually scares me to even consider getting a standard job. I guess I would say my mental process behind starting any business is a mix of, “This is all I know how to do” and “I am terrified of being someone else’s employee.” Here is my approach to creating businesses – 1) My knowledge/skill set in an industry, 2) My ability to produce the required results over and over again and lastly 3) Market conditions (what is the level of desire or need for my proposed offering). Let me not forget having fun! Any business I start, I must have fun while in the process of creating. Read more>>

Vivian Ruvalcaba

When I started my business with my cousin Esme, my goal was to continue working my 9-5 as a nurse while gradually building a book of business. I understood it would take time and dedication, but I was determined to make it work. A major driving force behind this decision was watching my dad’s journey. He has spent his entire life working for himself, but unfortunately, he lacked the financial education to save and invest for retirement. Read more>>

Scott Fidgett | Entrepreneur

Growing up with no financial safety net and little formal education, I quickly learned the value of resilience and resourcefulness. I saw owning a business as the ultimate form of self-reliance—a way to create opportunities not only for myself but for others. I wanted to break the cycle of scarcity and prove that with determination and hard work, it’s possible to build something from nothing.

Initially, the idea was survival. I needed to create a life where I wasn’t dependent on anyone else. But as I gained experience, my focus shifted to building something meaningful that could outlast me. I thought about solving problems, adding value, and doing things that aligned with my values and passions. Knowing firsthand what it’s like to struggle, I wanted to create businesses that not only succeeded but also inspired others to believe they could achieve their dreams, no matter their starting point. Read more>>

Arman Sayat | Film Director – CEO of Sceneum.com

As a filmmaker, I have always been an artist at heart—driven by the power of storytelling and the desire to create. But the journey to share my work with the world has been anything but easy. Filmmaking is a labor of love, requiring sleepless nights, immense creativity, and relentless dedication. Yet, even after pouring your heart and soul into a project, the true challenge lies in the aftermath—finding an audience, securing funding, and connecting with those who truly understand your art. Read more>>

Ashlee Croomes | Baker & Cookie Artist

I always say that my business is inspired by the everyday joy of my daughter. When I first started making cookies regularly, I was making them for her, her friends, and their moms. I was looking for ways to elevate the everyday moments for us, especially as life at that time was really difficult for so many people. I would make decorated cookies for silly things like a playhouse warming party for my daughter and her friends. Read more>>