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Founder and CEO at AskNicely

AskNicely

A self-confessed nerd with a natural draw towards buttons, levers and knobs, Callum Rowe, Product Manager at [AskNicely](https://www.asknicely.com/) has found a place working in tech that combines his passion for building things and his other love of developing relationships.

We caught up with Callum to learn more about his journey into working in tech, what he loves about working in Product, some of the common misconceptions about the role as well as some sage advice as to how people might get started in the tech industry faster. 

Thanks for sharing you story, Callum.

**Firstly, how would you explain to a five year old what it is you do?**

“See your toy dinosaur over there? Well someone built it, someone else made it green and a Product Manager decided it should be a dinosaur.”

**And for the adults, what does that translate to in regards to your day-to-day?**

I work with engineers, designers, marketers & our customers on a day-to-day basis asking and answering questions like; what could we solve and what’s the solution? What are we building and why? When can we sell this and how does it work? How did that go and what did we learn? 

I help figure out answers to these questions, make decisions where needed and sell everyone else on ‘why’ we’ve gone the way we’ve gone. That looks like meetings, deep thought work, and plenty of writing and sketching.

> “Working in Product is personally satisfying, but we have to hustle hard, put ourselves on the line, and sometimes annoy and disappoint.” 

**What are some of the common misconceptions about working in Product?**

It’s not a glorious job. Working in Product is personally satisfying, but we have to hustle hard, put ourselves on the line, and sometimes annoy and disappoint. Also, when Product does well, it’s the other teams that hit their deadlines and achieve their goals publicly and more obviously. 

**Was working in tech something you dreamed about doing as a kid, if not what was?**

Not specifically working in tech, but definitely working with tech. I was always a bit of a nerd, but I like building relationships as well as things. As a kid I liked anything with buttons and levers and knobs. 

I thought along the lines of being a pilot or a radio announcer or audio engineer (to name a few). I guess I just never foresaw those buttons and levers and knobs being entirely digital, but here I am in SaaS.

**Tell us a little bit more about your career journey and ultimately about how you ended up working at AskNicely?** 

After studying business at university, my first job was working on projects as an analyst in an organisation tied to rigid planning and waterfall development. I grew out of that and I moved into a role with a consulting firm that exposed me to a number of companies, industries and roles; and introduced me to product management as a craft. 

I took a step into tech and I’ve found it’s an environment where I am challenged, I get some wins & I get to work with awesome people all doing our best to move in the same direction.

> “Tech is an innovative field full of really clever people solving problems, which means that there is always a lot to learn.” 

**What do you think are some of the benefits of working in tech?** 

Tech is an innovative field full of really clever people solving problems, which means that there is always a lot to learn. It’s a satisfying field for curious people, the work is interesting and modern and can also be extremely flexible. 

Tech companies also tend to try to focus more on providing vision, clarity and the tools people need to work rather than focusing on managing people’s throughput and minimising the costs of employing them.

> “People enter tech with all sorts of diverse backgrounds which means there is no one right way to get into a tech career.” 

**Do you have any advice for people considering tech as a career path and how they might get there quicker?**

Keep up-to-date with a wide range of news, thought-leadership and wins/failures in not only the tech industry, but the adjacent industries that the companies and consumers that buy the tech products you find interesting. 

Be curious and look for opportunities to learn about the jobs that exist and the people currently doing them. People enter tech with all sorts of diverse backgrounds which means there is no one right way to get into a tech career. 

Try to become a “t-shaped person”; someone who understands a wide range of topics generally, while also deeply understanding one topic where you can create value (your ‘craft’).

> “I like the people I get to work with every day.” 

**What is it specifically that you like about working AskNicely?** 

I like the people I get to work with every day. Our team is split across three continents but we’re tight-knit, we have fun and we’re all good at what we do. I enjoy every day getting to work with the clever, creative, fun people at AskNicely.

**Lastly, AskNicely continues to grow and evolve. What kind of candidates do you think AskNicely is looking for in terms of experience, attitude and character?**

We’re trying to build a new class of software focusing on a traditionally analogue industry with deeply-embedded culture and processes. We have a number of gnarly challenges to solve for our customers; the solutions to which lie in our product, our sales, marketing and community-building efforts as well as our customer success practices. 

Across all of those areas the candidates I think AskNicely need are problem solvers, people who are curious, agile and responsive. We are also a company built on feedback so we strive to be open, honest and constructive in working with each other.

Callum-Rowe-Product-Manager-blog-image.jpg

Callum Rowe, Product manger at AskNicely

_Taking pleasure in crashing computers from the age of six so that he could try and fix them, was a fairly strong indication that Aaron Parker, Engineering Team Lead at AskNicely was destined to work in tech._

_We caught up with Aaron to learn more about how he went from a happy customer of AskNicely to employee and how he has quickly risen through the ranks. Aaron shares some deeper insight into why he loves working in the industry and shares some advice for others considering tech as a career path. Thanks for sharing your story, Aaron._

> “Specialties within tech can be as many and varied as there are flavours of ice cream.” 

**What are some of the common misconceptions about working in tech?**

I think it’s a much broader concept than people might realise. Some knowledge in tech can be a building block for a job in almost any industry. Specialties within tech can be as many and varied as there are flavours of ice cream.

**Was working in tech something you dreamed about doing as a kid, if not what was?**

Absolutely it was! I remember crashing my classroom computer when I was six. 

Though the teacher probably wasn’t impressed, I was thrilled because it meant I could then try to fix it. Breaking and then trying to fix things is how I’ve always learned, in more depth, and faster. Much to the detriment of a lot of my childhood toys.

> “I was always intrigued by its simplicity and effectiveness.” 

**Tell us a little bit more about your career journey and ultimately about how you ended up working at AskNicely?** 

At my previous job we were already using AskNicely to improve our services. I was always intrigued by its simplicity and effectiveness. At that stage I was looking for a new challenge, and when I saw the job posting for an engineering role I jumped on it.

Being a part of a company at the early stages means getting to play a role in shaping the culture in a more impactful way, and that definitely excited me too. When I joined, the company only had about four engineers in total.

In three years I have progressed from Engineer, to Senior Engineer, to Engineering Team Lead. The feedback and coaching I get from my colleagues has definitely helped to get me to this point so quickly.

**Do you have any advice for people considering tech as a career path and how they might get there quicker?**

This advice applies to any stage of a career I would say, you have to talk to people, learn from others, network, this industry has a bubbling culture of community. 

You’ll always find people willing to help, to teach you something new, and to guide you. Catch opportunities whenever they appear.

> “..when you find yourself in a good situation it’s often because you've put in the hard work..” 

**What is the best piece of career advice you have ever received?**

When I was 21, I received some life advice from the father of a good friend of mine. He pointed out to me that when you find yourself in a good situation it’s often because you’ve put in the hard work, and made the right choices along the way. 

Maybe that’s not exactly what he said, but what I took from it was that I should always be preparing for the next opportunity. I believe that this has helped me to get to where I am today.

**What is it specifically that you like about working AskNicely?** 

At AskNicely, I feel like we are working at the leading edge, in many aspects. Doing things for the first time. 

It is really exciting to be solving problems that not very many people have even tried to solve before. When we break things (not very often), we learn and we move on. Being surrounded by a bunch of super-creative people and getting it right is pretty thrilling.

**Lastly, AskNicely continues to grow and evolve. What kind of candidates do you think AskNicely is looking for in terms of experience, attitude and character?**

Bring your experience, and share it. I think candidates who gel with our values will definitely go far. Oh, and nice, of course!

Aaron Parker, Engineering Team Lead at AskNicely

_Having dreamt of becoming a nurse or an architect when she was younger, working for a tech company was never really on the radar for Anna-Maree Leigh, Design Manager at [AskNicely](https://www.asknicely.com/)._ 

_We caught up with Anna-Maree to learn more about her career journey into tech, some of the misconceptions about the industry and role designers play, as well as some great advice for people that might be considering tech as a career path. Thanks for sharing your story, Anna-Maree._

> “I work with our designers to research, design and test our product so that it is easy to use, efficient and helps our users do what they need to do.” 

**Firstly, how would you explain to a five year old what it is you do?**

I make sure people will be able to use our website. I choose the colours and pictures that are displayed and work out when you click each button what happens next.

**And for the adults, what does that translate to in regards to your day-to-day?**

I work with our designers to research, design and test our product so that it is easy to use, efficient and helps our users do what they need to do. I make sure we are consistent in our design and are delighting our customers, all while meeting our business goals.

**What are some of the common misconceptions about working in product/tech?**

You need to be highly intelligent, analytical, and good with numbers and the only job is coding. In tech and product, you do need these people but we also need creative people and people who are logical, practical, and people people. There is a place for everyone.  
  
The other misconception if you work in tech or product, is you can fix everything to do with computers, devices, and appliances. You are IT support (especially for family).

> “I was going to be a nurse or an architect.” 

**Was working in tech something you dreamed about doing as a kid, if not what was?**

Not at all, to be honest it wasn’t really even something that registered with me. I was going to be a nurse or an architect.

**Tell us a little bit more about your career journey and ultimately about how you ended up working at AskNicely?** 

I actually did a graphic design degree. User experience wasn’t a thing and there certainly weren’t any university UX papers on offer.

While on my OE, I worked in Canada and London for some big name companies doing print and digital design. By the time I came back to New Zealand I slotted into a UX designer role. It happened to be a right place, right time type scenario.  
  
Previously I’ve worked in Fintech and Video Services e.g. banking apps and tv/video streaming apps. I’ve been lucky enough to have traveled to Australia and Asia getting companies adopting great user experiences. 

I then got a position at AskNicely as a Senior UX Designer, then moved into a UX researcher role as we pivoted into a new direction.

I’m now the Design Manager looking after our designers making sure we are consistent in our design approach and creating great experiences for our users.

**What do you think are some of the benefits of being a woman working in tech?** 

We have different values and experiences to bring to the table and when you’re the only female sitting at that table you get your moment more often than not. You just have to be willing to put your thoughts out there.

> “... talk to as many people in the tech industry as you can.” 

**Do you have any advice for people considering tech as a career path and how they might get there quicker?**

This is something you probably hear all the time, but talk to people, talk to as many people in the tech industry as you can. Use the information you find out and match that with your strengths and interests.   
  
Then when you do start out on your tech career, get yourself a mentor and really listen to their advice. They have already experienced the things you are going through and have valuable advice to pass on. 

A good mentor is valuable no matter what stage of your career you are in.  
  
Something to keep in mind when you do start out is that tech is a team sport. You can’t do it all on your own. You will get much better outcomes if you work as a team and collaborate. 

**What is it specifically that you like about working AskNicely?** 

We don’t take ourselves too seriously. We listen to our users and we take their feedback onboard. We are so young we get the opportunity to try things and if they don’t work out we still have the ability to change, adapt and evolve.  

One other key thing which I believe is hugely important is a work/life balance and getting that right is so important. AskNicely gives you the flexibility to do just that. I believe we should do the hours we are paid for and do an exceptional job within those hours. 

Life is for living and you can’t spend your whole life working, you need to go out and enjoy life away from work. Your work will be better off for it. 

**Lastly, AskNicely continues to grow and evolve. What kind of candidates do you think AskNicely is looking for in terms of experience, attitude and character?**

We want those that are enthusiastic and happy to give something a go. Those that speak up and share their opinions and ideas. 

Those that are open to feedback and those that are continually learning and pushing themselves. Motivated and enthusiastic individuals with great attitudes go a long way.

Anna-Maree Leigh, Design Manager at AskNicely

_What do you get when you combine creative problem solving with a keenness to learn? A Swedish Unicorn of course. Susanne Axelsson, Frontline Community Evangelist at AskNicely, has an approach to her career and finding a job that many people could learn a lot from. AskNicely were looking for a unicorn to join the team and that is exactly what she pitched herself as._

_We caught up with Susanne to learn more about her journey from Sweden to working in tech in New Zealand, how some of the problem solving skills she learnt at home as a child have helped shape her approach to creative marketing, as well as how she leverages her position as a minority in tech to her advantage. It is great to have you in New Zealand Susanne and thanks for sharing your story._ 

**Firstly, how would you explain to a five year old what it is you do?**

I create stories built around real people and their lives. I then tell these stories to others to make them feel inspired, motivated or to make them see that there are people like them, who also like to play the same way as they do.

> “I then tell these stories to others to make them feel inspired, motivated or to make them see that there are people like them..” 

**And for the adults, what does that translate to in regards to your day-to-day?**

In my role as a Chief Evangelist I create a human connection with buyers and consumers of technology that would not be possible through traditional content marketing. I tell the stories of the people Ask Nicely empower, the frontline teams and the experts in the category, rather than talking about our company or the product itself. 

To paraphrase Steve Jobs, "you have to start with the customer and work back to the technology”. In a simple manner my job is to bring that to life in an inspiring, engaging way so that our customers can find something they enjoy and feel connected to on a personal level as well as professionally. 

**What are some of the common misconceptions about working in marketing?**

That every marketing role looks the same or requires exactly the same skillset. There are so many different roles when it comes to marketing. It is an endlessness of possibilities if you want to get a job in marketing, so many different routes you can go down (but it can also be a challenge for companies that might not know what they are looking for). 

In the last few years many new roles have come up in marketing too that never really existed 5-10 years ago. So working in marketing, you either need to find your niche or be willing to learn a lot of different skill sets within the field of marketing!

> “The job for Ask Nicely is one of the few jobs that I have applied for when it has been advertised and I actually found it via Matchstiq. ” 

**Was working in tech something you dreamed about doing as a kid, if not what was?**

I have always been a keen learner and wanting to understand how things work, not by reading instructions but by taking things apart and putting them together. My grandpa showed me how to fix things when they broke, and allowed me to test things out. 

My dad exposed me to creativity by allowing me to be with him in he's wood workshop when he was making things, he also got me my first camera at the age of five and taught me how to develop film as a little kid. I think the mix of both the problem solving and creative freedom set me up for a career in marketing. Crazy you learn those skills at such a young age and they follow you your whole life. 

I never had a desire to work in tech from an early age but I think in today's world it is just going to be harder and harder not to somehow work in tech. Basically every industry is somehow connected to tech.. or will be in the near future.

**Tell us a little bit more about your career journey and ultimately about how you ended up working at AskNicely?** 

I have a mixed background, telling stories though, has always been part of my professional life. I am a self taught photographer and having that skillset as a marketer has been seen as highly competitive combined with my degree in marketing and comms (thanks dad). 

Before I moved to NZ from Sweden I worked in advertising, and digital marketing. In NZ I have worked for a few start-ups. I worked for The Mind Lab for several years establishing their marketing team and strategy and producing lots of digital content and three of their e-learning platforms. Before Ask Nicely I worked for a charity to help transform them to fit into a more digital world with new branding and a stronger digital footprint.

The job for Ask Nicely is one of the few jobs that I have applied for when it has been advertised and I actually found it via Matchstiq. 

I thought the role for Ask Nicely offered something new in the field of marketing and I loved how they straight from the start allowed me to shape the role and decide how high I wanted to put the bar.

> “Being the minority in every meeting and work consultations you always have an opportunity to come with new ideas and bring new perspectives to the table..” 

**What do you think are some of the benefits of being a woman working in tech?** 

Working in a male-dominated field there are benefits of being a woman. Being the minority in every meeting and work consultations you always have an opportunity to come with new ideas and bring new perspectives to the table that will have great impact for the organisation. 

If the company is serious about improving diversity and equality you also almost always get invited to participate in programs or activities to support that, so there is lots of room to make an impact and create change. 

Personally I enjoy being an inspiration for others so even if there might not be many women in your company, you can be an inspiration for others to see there is an opportunity for a career in tech as a female or other minority. That is a great benefit just on its own! 

**Do you have any advice for people considering tech as a career path and how they might get there quicker?**

Many people would tell you to build a network in the field, go out network and connect with people, but I think for me, my biggest win has actually been to create a digital footprint so when I apply for a job, they have easily been able to see proof on things I have done and not just taken my words for it. 

For example I created a marketing campaign when I moved to NZ called Hire The Swede. It's amazing the positive response I received from that and still do five years later. I also started a podcast without having any idea on how to do it - none of these things were opportunities I got offered. 

I simply created them myself. So even if you don’t have experience working in tech, but know that you might want to, you should think about the things you can put out there to create a digital footprint that shows your skills and passion. 

You probably heard this before but many of the jobs out there are not being advertised, so don’t be afraid to do your research on companies you would like to work for and then reach out to them. 2-3 jobs I have had in the last five years were never advertised!

> “..before I even got the job offer I asked to check references of the people working for the company, investors and board members.” 

**What is it specifically that you like about working AskNicely?** 

Personally I have always been purpose driven so working for a company that has a strong purpose that aligns with my values is really important for me. I knew that if I don’t align with that I would not deliver great results. 

So before I even got the job offer I asked to check references of the people working for the company, investors and board members. I don’t think many companies would allow that, but I do think that shows the transparency within the company and I really admire that. After all, a great employee experience leads to a great customer experience.

I love being part of a team and work collaboratively to deliver great results. Working for Ask Nicely is not about having all the answers, it's more about seeking out the potential and evolving over time, testing new waters and learning along the way. We might not get it perfect at the start but we keep improving as we go! 

I love that way of thinking and it offers me great opportunity for being creative and strategic at the same time. 

**Lastly, AskNicely continues to grow and evolve. What kind of candidates do you think AskNicely is looking for in terms of experience, attitude and character?**

Working for AskNicely you have to love feedback, be in to win and be nice, a great business is built on its people, technology is only there as an enabler but without its people it is nothing, so you would have to live and breath those values to love to work for Ask Nicely. I would also like to see more diversity in the future! That will just bring new ideas and opportunities to grow as a company.

Susanne Axelsson, Frontline Community Evangelist at AskNicely

AskNicely's mission is to make every customer experience awesome. 

**The Market Opportunity Ahead for AskNicely**

With over 80% of the world's working population in frontline roles, how those people interact with customers can have major implications on the success of that businesses. AskNicely are pioneering a new category of software in customer experience, that helps coach, motivate and reward frontline workers to deliver an excellent customer experience. Their two largest markets are the US and Canada and they continue to grow their footprint quickly.

**Diversity and Inclusion at AskNicely**

AskNicely have developed policies around parental leave as well as offer flexible working hours. They have a commitment to creating work opportunities and experiences for underrepresented and underestimated youth. 

Bring your "A" game. We have high standards but always favour speed over perfection.

Play to WIN

Ask for feedback from others to improve your game. Share yours to help them improve theirs.

Love your FEEDBACK

We believe a great business can be built by nice people who are nice to each other.

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From the archives

Company stories

Founder and CEO at AskNicely

Callum Rowe, Product manger at AskNicely

Aaron Parker, Engineering Team Lead at AskNicely

Anna-Maree Leigh, Design Manager at AskNicely

Susanne Axelsson, Frontline Community Evangelist at AskNicely

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