Real Women of Rochester | Annette Abell

Annette Abell | Age: 45 | President, Business Owner


Q: Tell us about your journey through womanhood

A: I was raised by a single mom, put myself through college and worked nights as a cashier for an extra $0.25/hour, graduated and started my post-college life as a Manager Trainee at Enterprise Rent-A-Car in Rochester instead of Syracuse because the white collar job prospects were better here. After rear ending a renter's repaired car with the very vehicle she had just returned to the office I was let go only to start a cold call center job where I cried in the parking lot during lunch each day. Eventually, thanks for an aunt who worked at Xerox (network was key!!!), I joined the trade show industry and was so very fortunate start a career. It was here that I learned what marketing really was and gained a small glimpse into the beast called sales. It was also a rude wake up call for how corporate America worked (and still does work). My role at an agency that served a then successful firm allowed me to see how decisions are really made and how people really behave in the workforce. (Remind me to tell you how I returned home after a trade show where my three clients were blonde women like me and how I returned home with fire engine red hair and a belly button ring because i was too chicken to get a tattoo). This job was an appetizer to the thick, raw steak serving with a side of whoop ass that would be my next job where I felt like I really started to come into my own. 8 restructurings, 5 job changes, 1 major jump from marketing to sales (with a $20,000 pay cut), and a layoff will do that to you. Fast forward to a sales job that brought me to London and Paris, and how kids led me to accept a job at a small, local firm to launch an entirely new business line for this firm. I took the pay cut to strike a better work/life balance. This, ironically, only lasted 4 months. I was fired. They said they did not think I knew what I was doing. I was defeated. Crushed, embarrassed. Then pissed. The next morning I woke and decided to implement the exact plan they rejected. This spawned Able Cloud Advisors. We are 8 years old now and have a 5 star rating on the app exchange. Did I mention I'm a one-man band? I do it all myself: sales, marketing, HR, legal, accounting, and all fulfillment of the work we win. (We = me and the 700 voices I hear in my head that demand I do this and do that. "Forget about that last date. He was an a**hole anyway." But I digress.) In true fashion, karma wore red and a year after launching the man who fired me was himself fired. He implemented my business plan and became my competitor. He--with his condescending, arrogant partner--ran the company into the ground leaving 21 people without a job. Today, after 8 years, I feel like I'm finally ready to think about what's next. It truly took me that long just to establish a groove. I'm not certain I want to grow where I have employees yet. Maybe I'll learn from the others in this group so I can decide what's next.  

Q: What would you say to another woman who may be going through something you've been through?

A: It's so freaking hard. It's so easy to fail. It seems insurmountable. Ask for help, guidance, a shoulder. Focus on what brings money in the door. The rest can wait. If there is no income then it's all for not. Know that at the end of the day you must take care of yourself first: body, mind and soul (BMS). You have to be at your best physically, emotionally, and spiritually (PES) to get through a single day. Your personal life may suffer. For me, a divorce actually helped me gain the PES I so desperately needed. You have to surround yourself with the right people--not just women. It's a man's world, unfortunately, and omitting them from your tight circle of sage business advisors is a mistake. You can do it. The cards are stacked against you, no doubt. But it can be done.

Q: What surprised you most about your photography experience?

A: How passionate Natalie was. How she made me feel great about my physical appearance. I needed that. Thank you.

Q: How do you feel when you look at your favorite photo of yourself from your shoot?

A: I love it. It captures exactly who I am--even if I wish I did not give off the persona I do. My friends said I look like an in-control badass in both the boardroom and the bedroom. LOL! Maybe THIS is why I cannot get a date. Again, I digress...

Q: What would you share with a woman who doesn't think she is beautiful enough to be photographed?

A: Fuck that! Put on your best outfit and go. You will finally find a picture of the true you. You deserve it.


Q: What message would you like to share with other women?

A: I took a deep breath in after reading this question. There is so much to share... Where do I start? It's hard. I've made so many mistakes. I'm the only employee so there is no one to blame when things go south--and they will! BUT it can be done. You have to allow yourself to hear the things others are telling you whether it's that your business idea sucks, or that your marketing proposition that you came up with yourself is off or whatever. You have to listen. Do you act on everything tiny piece of feedback? NO. Do you listen to the people who never started a company? Hell no. But you do have to listen. You have to leave your ego at the door. Conversely, you get to own every single success and win. You made it happen. 

Q: What are your thoughts on beauty?

A: I struggle with this. I'm in a good space now but have grown comfortable with who I am today. But that took me 20 years to get here. Dating in today's day and age quickly tests my resolve, that is for certain. All in all 2018 is a great place to be in terms of diversity and acceptance of all the various forms women take. We need not be size 2, tall and blonde. But self doubt is pervasive. It's a FT job to love oneself. To put yourself FIRST. Be that allowing yourself down time, a massage, going to the gym, trying a new lipstick. There is nothing more attractive to me than confidence. That said, this will scare people. It will turn off people who can only function if they are the "big man on campus." You have to decide who you want to be. How you want to be known. Whatever you decide that is--THAT is what is beautiful. 

Q: What are your hopes for the next generation of women? What advice would you give to them?

A: That they see themselves as women, but that no one else cares about their anatomy. Advice? Own who you are. Own your mistakes. Own where you are in life. Sure we face discrimination (women of color and different sexual orientations more-so) but so what? If a door is slammed in your face either knock on a new one or kick the first door down. 


Q: What would you say to your sixteen year old self?

A: Your thighs are not as fat as you think they are. 

Q: What empowering message would you like to share with young women today?

A: You have to learn from those around you. You do not know it all. Yet your naivete is an asset. Ask an older woman: Knowing what you know now, would you get married? Have kids? Start a business? Have taken that job? The answers will probably be, "No." The secret is to make a life for yourself while your still naive and before you become jaded or cynical.  

Q: What's the biggest hurdle you've overcome career-wise as a woman?

A: Accepting that failure is a big part of my success. And I hate failure.

Q: When do you feel the most beautiful?

A: You want me to be honest? When a handsome man engages me in a dating context. Sad but this "oh he likes me" is still the best validation for me. 

Q: What do you love about being a woman?

A: That I am raising two boys who see a woman doing for herself--all of it. I fix the leaky facet, I run the house, I run my business. I expect them to respect me. Nothing is more empowering than raising two boys who I hope will grow to be respectful gentlemen.