By Lisa Hornung
Photos by Matt Johnson
People in Louisville might know Tawana Bain from one of her many business ventures. It could be Today’s Woman Magazine, the upscale restaurant Black Jockey’s Lounge, or the business conference Derby Diversity Week, all under the umbrella of TBain and Company. One thing is certain—not much will stop her.
Bain grew up in Rochester, New York, studied French and computer science at Brockport University, attended L’institut De Touraine in Tours, France, and achieved proficiency in French, both written and spoken. Interestingly, she never formally studied business.
“I am a third-generation Bahamian. My family is from the Bahamas, and almost everyone in my family is an entrepreneur,” Bain said. “I think it just runs in our DNA, to be honest. So, a lot of it was just kind of innate.”
Her journey to the River City was anything but direct. After getting laid off in upstate New York, she moved to Miami to start over. She ended up at Bell South/AT&T in marketing. After several months, her boss wanted her to relocate to Louisville. “And for, like, the first 90 days, it was a hard no for me,” Bain said. “And my boss at the time was just really persistent. I ended up saying yes, and I honestly, when I arrived here, was not planning on staying. I just didn’t see it for myself.”
But Louisville’s largest event won her over. “I made the decision to stay after Derby that following year. And I realized how magical the city really was. So, Derby did it for me,” she said.
She eventually struck out on her own and opened a contact center in Louisville, handling marketing communications for small- and medium-sized clients. “Then we kind of became this go-to for all things marketing,” she said. “So it wasn’t just calling; it then became calling and mailing and then trade shows and then from that to printed items, and so we just kept morphing, if you will.”
A large client began to struggle, forcing her company to diversify. It went from B2B to B2C, and began acquiring and creating other businesses.
As a Black businesswoman, she has seen her share of challenges. “For a woman, it’s really no different than the adversity that women face trying to break the glass ceiling. It’s just another layer of bias. That makes it a little bit heavier. And so a lot of the same things, except now rather than men that are oppressing you, you may also have white women that are doing it as well.”
Bain recently became CEO and chairwoman of the board of American Clean Resources Group, where she’s taking the concept of cleaning up mining waste to fruition. “It’s a business that has been around for about 10 years in the development stage, and my role and responsibility is to take it from development to operations.”
She had done marketing for engineers in the environmental space, so she learned about that industry. Moving into that area of business is a new challenge, but it’s one that she was already well-versed in.
“What I realized is that I was so well-equipped to take on this job because I did understand it, I understood it from all angles,” Bain said. “I understood the nuances of how to navigate and get things done and how to work not across just political aisles, but across racial, gender, and social economics. So, I finally said yes, took the jump and stepped down as the CEO of my own portfolio of companies and installed a management team and said, ‘You know, I’m going to go do this, and not only am I going to do it from a business and a legacy perspective, for my family, I’m also going to do it for the community. I do believe that as I really step onto the national and international stage with what I’m doing, once it really takes off and people fully understand it, I think that I will really inspire a whole different generation and people from all backgrounds to really take an interest in an area where it’s been difficult to be inspirational. Because it’s pretty much been white men, right? And so it’s very difficult to be inspired by an industry that doesn’t show you anyone like you having success. It was daunting to even consider going into, but you know, here I am!”
Bain is now thoroughly a Kentuckian who is making waves all over the country. She’s received numerous business awards acknowledging her success:
TAWANA BAIN, CEO AMERICAN CLEAN RESOURCES GROUP, AWARDS
- Hallmark Cards Mahogany Award, April 2024
- Junior League of Louisville Business Hall of Fame, 2024
- Black History Month Award, Louisville, March 2024
- Alpha Kappa Alpha Sorority, Inc. Award, 2024
- “Power 50” in Business First
- Excellence in Entrepreneurship, Salute to Women Entrepreneurship and Emergent Leaders, Hortense B. Perry Foundation, November 2023
- Spirit of Service Award, Junior League of Louisville, June 2023
- Fleur de Lis Award, Louisville Chamber of Commerce, 2022
- Women of Influence, Innovator Award, United Way, 2022
- Health Equity Innovator Award at the Aging 2.0 CEO Optimize Conference, Louisville Healthcare CEO Council, September 2022
- #todayswomanmagazine most admired for #beauty and #fashion for #2020!
- Top Minority Owned Business, Louisville Business First, 2016
- Diversity Excellence Award, July 2015
- New Age Communications, Minority Supplier of the Year, Agave Awards, November 2012
“I’m an entrepreneur that was pretty much made here in Kentucky,” she said. “Although I was already a career-oriented person who would have done some amazing things, a lot of that amazing stuff happened here in Kentucky.”
NAVIGATING THE ENTREPRENEURIAL JOURNEY: LEADERSHIP AND DECISIONS**
By Tawana Bain
In the realm of entrepreneurship, success often boils down to leadership and decision-making. Entrepreneurs will inevitably face seasons when they are lauded by a few but criticized by many. This dichotomy arises particularly when one is driven by a deeply ingrained purpose. The decisions that stem from such a purpose might not always resonate with onlookers or even seem rational to the decision-maker themselves. This internal conflict is challenging, especially when fueled by a relentless urge to fulfill a destiny that appears uniquely yours.
Entrepreneurial life is riddled with moments of introspection, often during sleepless nights spent alone with one’s thoughts. It’s during these hours that the entrepreneur wrestles with whether to seek advice or soldier on independently. Sometimes, the decision to reach out is made, and other times, it’s shelved based on a gut feeling that external advice may unknowingly derail one’s destined path. It’s a delicate balance, choosing when to prioritize personal goals over collective needs and vice versa.
Responsibility lies at the core of every decision made. Which vendor gets paid and which doesn’t, whom you sue for putting you in the predicament of not being able to meet your obligations and whom you do not, whom you fire and whom you hire, when to pay the tax bill, and when not to, when to apologize and when to tell someone to kick rocks, whom you mentor versus whom you keep at arm’s length, whom you allow to advise you and whom you don’t, when and if you should get politically involved—ultimately, when you sign up to be an entrepreneur, you alone bear the ultimate accountability for the outcomes. These decisions will shape everything from business operations to personal integrity to who remains at your side and who ultimately bails.
Many might question why anyone would willingly take on such burdens. The truth is, genuine leadership is not a choice but a calling. Leaders step up because they are compelled by an inherent force that demands action when necessary. This intrinsic motivation is what defines true entrepreneurial spirit. Without leadership, the path of entrepreneurship would be unsustainable, especially through the inevitable valleys that accompany the peaks.
The journey is fraught with challenges, each testing the entrepreneur’s resilience and adaptability. From financial crises and market downturns to staffing issues and strategic pivots, the entrepreneurial path requires a broad shoulder and a steadfast heart. Yet, the resolve to continue leading, even in the face of adversity, underscores a commitment not just to personal goals but to a larger vision. In reality, leaders are those called to action by an inner imperative, one that does not waver regardless of circumstances. Whether in times of prosperity or peril, leadership in entrepreneurship demands a blend of courage, wisdom, and unwavering dedication.
Entrepreneurship intertwined with leadership is indeed not for the faint-hearted. It is a journey marked by both tremendous challenge and profound fulfillment. For those who find themselves on this path, remember, it is likely because you, too, have that inner drive that demands you rise to the occasion. As daunting as the responsibilities may be, the ability to steer through them with integrity and purpose is what distinguishes true leaders from mere participants in the business world.
If you’re an entrepreneur, embrace your role as a leader. It is not merely a facet of your journey but the very essence of it. Navigate with intention, lead with conviction, and let every decision reflect your deepest values and aspirations. And finally, no one defines your integrity. You do.
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