About
I’m Alex Russell-Falla.
I founded Tech-Knowledge-Ease because I love helping others harness the power of technology to make life easier.
Read more about my background, values, and approach below.
Core Values
Select a core value for details
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It’s all too easy for tech wizards to forget what it was like when they were first learning how to use computers—or even a particular platform. This often leads to miscommunication and frustration when you ask them to explain something to you. They use unfamiliar terms and might get exasperated when you don’t know what they mean.
When I answer questions or teach you how to use a tech tool, I will meet you at your level. No technical jargon, no eye-rolling, no problem whatsoever if we need to go over a concept we’ve already learned about again. I’ll also pay attention to how you’re feeling, and will never fault you for your emotions. I’ll put myself in your shoes and provide the kind of support I would want to receive and at the pace I’d be ready to receive it.
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Almost nothing brings me greater joy than helping optimize an inefficient process!
Minimize manual data entry. Remove redundancy. Never spend time copying and pasting the same information into several different places—let a computer do that for you! Your brain power should be used on bigger and better things.
I will help you work smarter, not harder. -
I’ll spare you the ‘teach a man to fish’ proverb, but its sentiment is true. I want to put the power of knowledge in your hands as much as possible. This means that when I help you with a tech issue or build you an automation, I want to help you understand what I’m doing and why, as well as how you can use this knowledge to help yourself in the future—as long as you have the interest and the capacity, that is.
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Working in silos is not conducive to a successful business. It’s crucial for all involved parties and stakeholders to be aligned on each project’s mission, approach, and communication expectations. We will define these together at the start of our project, and I will keep you apprised of my progress to the degree you’d like to know. I believe in transparency and open (effective) communication.
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It’s common to throw around the term ‘UX’—but I wish it were more common to actually focus on it from the very beginning of any project.
Whether your ‘users’ are your customers, colleagues, clients, family—or even just you—the actual experience of interacting with a process or tool is the top priority.
Even if you were to build the most powerful piece of software in the world, if it’s too frustrating or overly challenging to use in practice, it’s essentially worthless. Work with me and we won’t make that mistake.
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I’m the kind of person who routinely spots and reports minor typos and broken links on other companies’ websites; I pride myself in my eagle eye. I will not gloss over important questions or decisions, nor will I make sloppy mistakes.
Nobody’s perfect—but I will always endeavor to get as close as possible.
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It sounds cheesy to say “feedback is a gift,” but that’s what I believe. I’m always striving to do my best, and to make my best better. Positive feedback is always nice, but constructive feedback is arguably more valuable.
If I do something you think I could have done better, please never hesitate to talk to me about it; I genuinely want to know! I only ask that you frame it respectfully and openly.
Alex’s Background
Personal
I began to learn how to use my first computer, a Performa 6400 Macintosh, at three years old—long before that became normal—and I took to technology as a duck to water. When I was fourteen, the first ever iPhone was announced, and I immediately set my mind to saving every cent to buy it on its release date. I could tell this technology was going to change the world, and I had to be a part of it. With lots of babysitting, chore solicitation, and pure willpower, I somehow managed to save the $600 I needed to buy it on day one. I’ll never forget staying up all night exploring the first iPhone’s amazing features, awestruck by what it meant for the incredible future of mankind. Since then, I haven’t stopped learning, and little has pleased me more than the acquisition of new knowledge and skill that technology allows.
Needless to say, I’m an unabashed Apple fan—but my passion extends beyond that!
Macintosh Performa 6400
Professional
My first job in tech was at Apple—my dream job! I started at the bottom of the ladder and worked my way up to the upper echelon: the coveted Genius title.
There, I honed my technical acumen in a fast-paced retail environment, providing support and education to customers of all backgrounds and competency levels. Success required the ability to efficiently probe for information, diagnose, troubleshoot, and repair —while ensuring customers left feeling satisfied and empowered. As part of the Training Team, I also routinely helped mentor and train coworkers on everything from customer-facing processes to specific hardware repairs, plus team-focused skills like best practices for providing high-quality feedback.
My only tattoo is the Mac Command key symbol. I got it after my first day of Apple training.
After nearly 5 years at Apple, I was ready to broaden my horizons. I took an IT Coordinator position at Instrument, one of the region’s most well-regarded digital marketing agencies.
There, I leveled up these skills and widened my scope of experience. When I started, there was only one other IT person; together we built out the department’s infrastructure from close to scratch. In addition to keeping daily operations running smoothly, this involved defining employee policies, writing articles for a new knowledge base, auditing our SaaS tools, building out automations to solve pain points and reduce labor overheads, and revamping the employee onboarding process and several other internal workflows. I gained proficiency in administrating dozens of software tools with which I was previously unfamiliar, I bolstered my technical writing ability, and I dove headfirst into project management.
Most importantly, this is when I started to develop my love of efficient business processes and no-code/low-code automation!
^ Apparently, my multitasking warranted a Slack callout.
Next came my biggest challenge: singlehandedly creating the first IT Department within a global organization that had been functioning for 10+ years without any central technical management or expertise. This required me to assess and triage numerous top-priority needs: fixing security vulnerabilities; centralizing, consolidating, and moving billing and administration of all SaaS tools under IT; defining department goals and OKRs—and much more.
The organization had recently grown very quickly, and their Ops processes weren’t easily scaleable. I couldn’t help but step in. I partnered with all other Ops leaders to design, document, and implement key internal business processes, then built automations to make them reliable and easy to follow. I spearheaded a complete overhaul of the hiring process, employee on- and off-boarding processes, the IT request process, and the legal contracting process—all powered by Zapier automations.
I realized that this type of work was my favorite part of the job, and started taking on small contracted projects along similar lines in my free time. Soon, I had enough projects lined up to go into process design and automation full-time.