Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Amanda Ralston, Founder, and CEO of NonBinary Solutions, located in Lexington, KY, USA.

What's your business, and who are your customers?

NonBinary Solutions (NBS) decision-making technology streamlines treatment planning for autism service providers. The interactive algorithms significantly reduce the time required to complete complex clinical processes. The models act as interactive mentors for clinicians in a field where experienced mentors are difficult to find and retain.

Tell us about yourself

I am the founder and CEO of NonBinary Solutions, a Kentucky-registered LLC. I am a tested and proven entrepreneur, having founded two Applied Behavior Analysis (ABA) clinics in two decades – the most recent of which (Verbal Behavior Consulting) was successfully acquired by the fourth largest ABA organization in the United States in 2019. The acquisition was private equity backed by KKR, a global investment company.

I was nominated for the 2015 and 2017 Kentucky Small Business Person of the Year Award. Verbal Behavior Consulting was named an SBA Kentucky Pacesetter Award winner, as well as an SBA Success Story and a Kentucky Lender’s Association Success Story in 2017. I was also awarded the Lexington Young Professionals Association Rising Star award in 2015. Also, in 2018 VBC was named one of the 100 Best Places to Work in Kentucky and accredited by the Behavioral Health Center of Excellence. I took some well-earned time away from being a job creator before launching my newest venture, NonBinary Solutions.

What's your biggest accomplishment as a business owner?

Employees who have worked for me repeatedly come to me for jobs in my newest ventures.

What's one of the hardest things that come with being a business owner?

The Tarzan-like swings between imposter syndrome and unrealized savant.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Know your strengths, blindspots, and value.
  2. Practice yoga mentally and physically - psychological flexibility is also muscle memory.
  3. People far dumber than you have figured it out.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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