Annabel Acton started the website Never Liked It Anyway in January 2012. Naturally entrepreneurial and driven by new challenges, she entered the world of startups with a bang. With 7 years of brand building and innovation under her belt, Annabel saw a ripe opportunity to add a fun and practical dynamic to the banal world of breakups. Annabel also works at the innovation consultancy ?What If! Innovation in New York. Here, she partners with global businesses to help them invent new products, services and business models to catapult their business into the future.