Lesson #1: Look To A Need That Is Right Under Your Nose

“Before Baby Einstein, I was an English major in college and after that I was a teacher in high school and left when I had my first baby,” says Aigner-Clark. “At that time, there was nothing that existed that was fun educational videos for babies. That is when I realized that there was a need in the market place and best of all I was my own customer.”

Aigner-Clark had never been a videographer, nor had she had any previous interest in starting up her own company. She was a stay at home mom and it was a role she loved. She enjoyed spending time with her newborn baby and was more than happy to give up her full-time job to do so. And, when it came to being a mother, Aigner-Clark took her duties very seriously.

“Believe it or not, when I stopped working when I was six months pregnant, I had no intention of going back to work,” says Aigner-Clark. “I was planning to be a stay at home mom! I was really committed to the mommy-thing.” After all, she says, “If this was going to be my new job, I was going to be the best I could be!” It was in taking her job seriously that Aigner-Clark happened to stumble upon what would be her biggest break yet.

“When my daughter was born, I started taking her to museums and places like that,” recalls Aigner-Clark. “But it wasn’t very engaging to her or to me!” It was at that point that Aigner-Clark began to think to herself that there was a problem. “Am I the only mom who wants to develop the love of humanities and fine arts in her children?” Aigner-Clark asked herself. With that, she says, “the idea for Baby Einstein was born.”

The idea behind what would become Aigner-Clark’s billion dollar baby was born from a need, a simple need that had been right under her nose. She wanted a learning tool for her new child, and when she could not find what she wanted on the market, she decided to create her own. “I wanted something that was not only entertaining but stimulating and engaging that would give [my daughter] exposure to things that were lovely,” says Aigner-Clark. “It was something that I just came up with on my own.”

Aigner-Clark stuck to what she knew best: babies. She did not spend countless hours in search of a business idea; the business idea found her. And, it was because Aigner-Clark had kept her eyes open to such an opportunity that she was able to seize it when it came along.

It was through this same process that Aigner-Clark launched her second initiative, The Safe Side. “I started this company because my children are at the age when you start to worry that they know about stranger safety, especially when they are on the Internet,” she says. “I wanted a video that would be fun for them to watch as well as teach them. I am passionate about this and I am optimistic in its success.”



Lesson #1: Look To A Need That Is Right Under Your Nose

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