Wendy Yates is an entrepreneur and philanthropist dedicated to leading by example as she inspires her team and like-minded leaders to create a culture rooted in value. After dropping out of college to prematurely launch into the world of business, she experienced failure on many levels. From those failures, she learned how to use grit, adversity, and purpose-driven motives to ultimately forge the path she is focused on today. Yates is the CEO and founder of Abigail-Elise Brands, a collection of companies on a mission to reinvent what others believe to be possible in leadership, design, and global impact.

Can you tell our readers about your background?

I was born in Oahu, Hawaii. My mom did secretarial and administrative work, while my dad was a varied-ranking member of the U.S. Air Force. Because of my dad’s military work, we bounced around a lot when I was a kid, from Hawaii to Turkey and back, then on to Arkansas and a small town in southeastern Colorado.

I was in a hurry to grow up, in part because my dad was an alcoholic and my parents’ fighting made the home feel less than ideal. It was difficult to create and maintain friendships, which made me feel lonely, but it also helped me become more independent and self-reliant. I never really had a sense of home nor a community, so in a roundabout way, I believe missing those aspects guided me towards the types of businesses I started and now oversee.

What inspired you to start your business?

I decided to start my first business Abigail-Elise Interiors, Inc. while I was going through a divorce, didn’t have a place to live, and had a two-year-old. My timing wasn’t ideal on many levels, but to exacerbate the challenge it was during a recession. Making a shift into entrepreneurship came very naturally, but I also had to work incredibly hard to make things work.

After years of fine-tuning the best business practices that work for me within the creative world of design, I realized I was craving more human connection and affiliation. I felt compelled to volunteer with organizations and travel more because those are two things that help me feel more fulfilled. It was from this idea that I created Well Fit Human Retreats, a wellness-travel-impact company that promotes giving back on a global level. Through local and international events we are activating purpose in people, while also creating experiences that improve an individual's mental, emotional, and physical sense of well-being.

My goals as a creative visionary have always been far-reaching. I don’t just see myself as an interior designer, but instead, as a person contributing to society in an impactful way. I’m on a mission to show others that you can be profitable while also leading by example and giving back on a universal scale. I’m not sure there is really a defined “career path” for that outside of having purpose and making sure that purpose materializes into a reality. I have a vision and am on a mission that is bigger than myself.

Where is your business based?

Our corporate headquarters are located in Frisco, Colorado. We have satellite locations across the globe.

How did you start your business? What were the first steps you took?

In attempts to get the design company, Abigail-Elise Interiors, Inc., off the ground I borrowed my friend’s computer or went to the library to cold call prominent businesses. My first three clients came from the pure hustle. I ran through the Rolodex, called every connection of a connection that I thought may have a design project, and then started knocking on developer’s doors. I had to be resourceful, given it was during a recession, so I offered brokers either a commission for their recommendations or trade to help them stage properties pre-sale.

Well Fit Human Retreats came about as a result of wanting to create something bigger and more cohesive for global communities of all economic status. While working within the interior design business I realized there is a gap between luxury development, caring for the environment, and humanitarian efforts. Well Fit Human is my way of filling that gap, while also on a mission to lead by example, cultivate a culture rooted in strong values, and create a positive impact beyond the spaces we occupy. It stands for wellness, fitness, and humanitarian efforts that we can all do to improve our quality of life.

Growth and the addition of several more companies created the opportunity to define our mission and vision as one all-encompassing lifestyle brand. Abigail-Elise Brands is a collection of lifestyle and wellness-inspired companies building a foundation rooted in value. On a mission to reinvent what others believe to be possible in the world of design, leadership, and humanitarian efforts.

What has been the most effective way of raising awareness for your business?

Referral and word of mouth. Abigail-Elise Brands prides itself on building long-lasting relationships and partnerships. Our approach includes treating everyone with respect, solving problems as soon as they arise, and being authentic. To acquire new partnerships, we research people who are like-minded and have similar values. We follow up and check in with our clients, past and present, to remind them that their needs are our number one priority. A referral is the best compliment a company can receive.

What have been your biggest challenges and how did you overcome them?

As a CEO, challenges arise every day. If they ever stop, I’ll know I am not trying hard enough as I am not looking to build a company that one day I can sit back at. My goal is to positively impact as many lives as possible.

Some of the biggest challenges from the beginning of Abigail-Elise Brands that continues today is finding the right people to help build my team and the right processes that will make that team successful. My mission is constantly evolving because there are a plethora of accomplishments I want to achieve, so in order to keep the brand consistent, I have to recenter my focus and rely on my team to continue generating momentum in all directions.

How do you stay focused?

Creating a schedule is my most important practice. This might be the most unexciting answer of all time, yet it is an amazing tool. I schedule everything from showering, eating, time with my daughter, work events, meetings, creative time, finances, you name it. Everything gets a time slot and is color-coded with a category to help simplify things. I don’t believe in work-life balance because in my life everything is integrated together. My purpose is bigger than the task at hand, and it’s imperative that I create a lifestyle that nurtures my purpose.

In addition to scheduling, I have created a 5 yr life plan and update it as needed to incorporate my new goals. I focus on doing all the things I need to do in 90-day increments so that I stay on track and remain focused. To be completely honest, it takes a lot of discipline to focus on 90 days at a time, but it is incredibly helpful.

How do you differentiate your business from the competition?

In my opinion, the most valuable businesses incorporate a holistic approach to applying their services, sourcing or selling products, and creating a connection between themselves and their clientele. Abigail-Elise Brands is about doing precisely that by creating an experience for our customers that goes beyond designing beautiful spaces. We believe in getting to know our client’s intrinsic values so that we can help them create spaces that support a wellness-based lifestyle. We believe in partnering with eco-conscious and sustainable companies that care about the environment so that together we can minimize our negative impact and support innovation. And we believe in inspiring communities through our presence on social media, YouTube, and many other platforms to live with purpose and passion because ultimately these are qualities that have helped us continue to thrive.

What has been your most effective marketing strategy to grow your business?

I’ll let you know when I find it! Abigail-Elise Brands is nowhere near the size we want to be, however, there are several strategies we’ve found useful over the years. Most importantly be authentic, it matters! Next, be willing to try multiple channels to get your message out there. Through trial and error, you’ll learn where your audience is and the best ways to reach them. Align yourself with people that are doing what you want to do so that you can learn from them and implement techniques that fit your business model. Avoid paid advertising until you know you have a big enough budget to support it. Be willing to ask for help and take time to connect with other people in ways that help their businesses grow too. When you set others up for success, without expecting anything in return, you’re sending a positive message to the universe that you care.

What’s your best piece of advice for aspiring and new entrepreneurs?

For anyone starting out, my advice would be to decide what you want and get to work to achieve it. The most important lesson I’ve learned is to only surround myself with people who inspire me and lift me up. This is how I was able to find my true purpose in life and integrate that purpose into Abigail-Elise Brands and Well Fit Human Retreats. I have found that having a purpose instead of an end goal is what gives me the motivation and drive to continue to always do more. Invest in your network and give to it as much as you have because you care to.

What’s your favorite app, blog, and book? Why?

I fill my time listening to podcasts, reading articles, and learning everywhere I possibly can. The NPR podcast How I Built This has greatly influenced how I chose to think about my companies. Ted Talks and Ted Radio Hour are two I’ve been recently vibing on as they help me generate more global awareness and ideas about how I can contribute on a bigger scale. Lastly, Broke to WOKE is a great one! If you don’t know about it I highly recommend it.

Worth mentioning… I recently started my own podcast called the Design Driven Life where I talk to seasoned entrepreneurs, leaders, and wellness gurus to help others gain the tools it takes to shift their mindset to becoming a Well Fit Human. I had to plug that in.

What’s your favorite business tool or resource? Why?

Coaching and spreadsheets. You can figure a lot out on your own, but it may take more time and wasted effort to do so. I only recently started working with a personal coach and believe it’s 100% worth the investment. Learning from others who have already been through the process and have come out the other side is highly beneficial. Spreadsheets are another useful tool as they help you organize your thoughts and leverage your efforts.

Who is your business role model? Why?

Elon Musk. His focus is on making the world a better place. I have been following him since the early days of Tesla by investing and reading about his work. I learned from him that anything is possible.

How do you balance work and life?

As I said earlier I don’t believe in work-life balance. When you are doing what you love, work and life become simultaneous and cannot be split. It’s a more integrated, whole-life approach that I believe is the key to living your best life possible. Design the life you want by doing what you love, loving who you are, and holding a space of gratitude. With that being said there are definitely parts of a job that will not be as desirable as others, but that’s ok. When the overall picture propels you towards your purpose, anything is doable and everything is possible. You get one chance in this life, so why focus on balance when you can be living, doing well, and being good all the time.

What’s your favorite way to decompress?

I primarily decompress by writing down my thoughts. When I am not thinking, planning and writing, my go-to is body movement. Biking, strength training, yoga, tennis, and/or walking brings me clarity.

What do you have planned for the next six months?

Wow - It's a table of contents really!

The overall plan is to continue to build high reaching teams, expand our presence as a growing brand, and join other leaders in becoming a leader of leaders. We want to work with like-minded, impact-driven people to co-create communities, develop life-changing experiences, and help solve economic issues on a global scale. How we are going to do this is through our podcast, the Design Driven Life, our designs at Abigail-Elise Design Studio, and our humanitarian-based Well Fit Human retreats.

How can our readers connect with you?

Wendy Yates: Instagram LinkedIn

Abigail-Elise Brands: Twitter YouTube LinkedIn Website

Well Fit Human: Instagram Facebook LinkedIn Pinterest Website

Abigail-Elise Design Studio: Instagram Facebook Pinterest Website

the Design Driven Life Podcast: Apple Podcasts Spotify BuzzSprout Instagram