Former mechanical engineer and now a full-time content creator, Joel Roache took a leap of faith that ultimately changed his life. In 2025, he applied to Stan’s inaugural “Dare To Dream” Challenge and went on to become its first-ever grand prize winner, earning $120,000 in the process.
Stan Store, an e-commerce platform for creators, launched a funding-free challenge that aligned with Roache’s vision. Roache entered his company, Creative Minds, a Christian-led retreat hosting multi-week creator sessions, emphasizing the vital role of community in his content creation journey and current mission.
Roache told AfroTech, “Creation as a whole, being a creative person and trying to pursue that over standard living, is very uncommon. It’s very, very, very lonely. So I wanted to talk about the pursuit of finding people who are more similar. It’s the one thing that I think is kind of my mission. So with that, I looked into Stan.”
After graduating from the University of Rhode Island in 2022, Roache started his professional life as a mechanical engineer. However, the job didn’t offer the creative freedom he wanted, and this increasing dissatisfaction prompted him to quit engineering and concentrate fully on creating content.
The stressful change taught him that anyone can create content if they put in the effort.
“There’s so many resources and access to distribution to get your work out into the public eye now than ever,” Roache explained. “And it’s so cheap. You can do it with a phone and [an] internet connection. This is the most incredible thing I’ve seen. So I would say take advantage of this opportunity right now because it may not be the same in the future.”
Roache emphasized that having the right tools is key, but overcoming the fear caused by others’ doubts is crucial. He urged aspiring creators not to let discouragement block life-changing opportunities.
“Don’t let that fear stop you from doing it,” Roache added. “There’s people who are going to support you and obviously people who won’t support you, but you have to make that leap to get that reward.”
Roache openly discussed the lack of representation in the creator economy, particularly the small number of Black creators in fields vital to his work, like video editing and technology. While he acknowledged the occasional pressure this situation creates, he emphasized that his focus remains on producing impactful content, not on meeting outside expectations.
He now understands the profound effect his visibility has on others. The most gratifying aspect of his career is seeing people from similar backgrounds find inspiration in his journey.
“I thought always about just making content and trying to put out the best thing that I wanted to,” Roache remarked. “It’s only after doing this for a little time that I realized it’s really good that there’s Black people in this space who are encouraging other Black people to try to pursue their dreams.”
Transitioning from a structured engineering role brought Roache new challenges. He noted that for full-time creators, uncertainty is constant, affecting everything from unpredictable income to unexpected opportunities. Moreover, managing his own schedule and maintaining discipline without direct oversight required major adaptations.
Roache noted, “You have to manage your time. You have to create something. There’s no one over your back. So if you slack, you really are going to be hurting yourself in the long run.”
Despite those challenges, Roache remains focused on the legacy he wants to build. His goal is to inspire future generations, demonstrating that a fulfilling life is possible without conforming to traditional expectations or limiting beliefs.
“If they believe there’s another reality that is more fulfilling for them, I think it’s worth it to pursue that reality,” Roache advised. “And I want people who follow me to know that they can pursue something that doesn’t seem traditional.”
Currently in its second year, Stan’s “Dare to Dream” Challenge provides financial support, mentorship, access to Stan’s resources, and a strong community for emerging creators and entrepreneurs. The competition offers a $100,000 grand prize, with $10,000 awarded to each runner-up.
John Hu, co-founder and CEO of Stan, said in a statement: “‘Dare to Dream’ is our mission manifest. We all grew up with very little, and now it’s our chance to pay it forward to the younger version of ourselves. I mean, giving out $250,000 to fund people pursuing their dreams?! How cool is that!? We’re going to build Stan to be so good that it helps anyone, anywhere, build an audience for themselves and then monetize it.”
The challenge is currently accepting applications, with a deadline of January 31, 2026. The winners will be notified on February 20, and their official announcement will follow on Instagram on February 23.
