Harnessing what lies beneath

A gap in the market for expert qualitative client feedback and a desire to achieve work life balance were the twin drivers for Ange Wallace to set up her Tauranga-based business ‘What Lies Beneath’.

Ange comes to the business with a wealth of former experience and training starting with a Bachelor of Commerce and followed by 14 years of hands on experience in a range of sales, project management, management and strategy roles. For the last four years she has worked as a specialist offering client insights to companies seeking sales growth.

“My new adventure is called ‘What Lies Beneath,’” Ange says. “That’s because I dive in and collect client feedback, bringing issues and opportunities to the surface. I also love the ocean, so it’s a name that pulls all my passions together.”

“The name is a little scary – you know the movie, right! This fits too because people can be resistant to hearing feedback.” Ange is changing this connotation by showing how powerful and constructive quality client feedback is. “‘What Lies Beneath’ is an invaluable service for businesses seeking to develop an authentic brand and value proposition and enable them to put their time and resource into the areas that matter most to their clients.”

“It is all about bringing companies closer to their clients with honest conversations and insights, enabling businesses to “walk in their clients’ shoes,” Ange explains. “We then translate these insights into actions and tools that businesses can start using immediately to improve and grow their business.”

Of course businesses can seek client feedback directly, but what Ange brings to the table is objectivity. “Every testimonial I have received mentions how essential my objectivity is for deep client feedback. Feedback is a speciality skill. If you value your clients then don’t cut corners with this, especially now that ‘What Lies Beneath’ exists to make it so simple.”

Ange believes Tauranga is the perfect city to build a business and have work-life balance.

For Ange, Tauranga is the perfect base for her business. “I have many business contacts in Tauranga which makes starting a new business much easier. And here I am able to achieve a great work life balance. For example I am a great advocate of the wellness benefits of immersion in the ocean. What better place to do this than Tauranga!”

Ange loves her work. “I am an energetic, fun and positive person and I get to fist-pump daily with the joy of doing something meaningful that genuinely leaves a business better off.” The rewards come when she sees businesses invigorated and focused because of the feedback that ‘What Lies Beneath’ has provided.

Ange has big plans for ‘What Lies Beneath’. “I want to be sought after throughout New Zealand as THE go-to company for qualitative client feedback.” She also has sound advice for new businesses starting out. “Don’t get distracted by the competition. Learn how to value the knowledge you have and the power within you to create something better.” And finally, on a practical note: “Don’t be afraid to take on support as the work starts flowing in. Focus on growing your business and being the best you can for your clients.“

If you are brave and driven to improve and want to make more informed decisions about your brand, your strategy or your growth plans, Ange would be delighted to help. For more details check out:

what lies beneath logo