Dr. Ian Birkby is CEO of AZoNetwork, a leading Manchester-based scientific marketing platform.
AZoNetwork, launched by Birkby in 2000, recently celebrated a major milestone of one billion page views in a single decade across its network of scientific websites.
From his days as a former professional rugby league player, to becoming a material scientist and later, CEO, he shares his impressive career journey so far with us…
How did you first get into your industry?
I’m a material scientist by training and in 1992 I helped to establish an Advanced Ceramic manufacturing business in Stoke on Trent. The set up, subsequent MBO and trade sale all occurred in the ’90’s, consequently, post 1995 the internet was becoming a “thing” and it attracted my attention as a potential business opportunity in relation to educating engineers on the benefits of Advanced Materials. This then led to the registration of AZoM.com The A to Z of Materials and effectively, the start of AZoNetwork… in Australia.
What do you love about your job?
We have a workforce of around 50, mainly based in the centre of Manchester. They are an incredibly talented, bright, enthusiastic bunch who are continually innovating and challenging the status quo whilst doing a better job tomorrow than they did yesterday. Consequently, I feel incredibly privileged to be around this group and to be involved with them. It’s also rewarding to be a business builder in the very dynamic digital marketing space.
Finally, a small pleasure, but I love being sat in the Manchester office and hearing spontaneous laughter erupt throughout the day. I’m not sure how you measure the value of that in relation to company culture but I reckon it says a lot.
Who – or what – has inspired you in your career?
I’d say there have been a lot of people who I have found inspiring, from business gurus such as Simon Sinek (Leaders Eat Last, The Infinite Game), Marcus Aurelius in relation to the stoic philosophy of life, business leaders like Steve Jobs (excellence in the details) and Branson (have fun building the business).
This also includes Warren Buffett for his no bull approach to understanding what makes a company tick, through to various coaches in my pro Rugby League career, particularly my first coach as a 17-year-old, Malcom Reilly at Castleford.
What are the biggest challenges about your job?
As with most businesses there are a lot of moving parts, human emotions and external factors beyond your control. Staying on top of all aspects of the business, knowing when to give it a light touch or a deep dive is constantly challenging and never stops.
What skills have been the most crucial to you succeeding in your career so far?
I’d go with three key skill sets/behaviours:
1. Selective vision. Unlike in sport where being really good at one or two skill sets can lead to great success, I’d contend that great CEOs are pretty good at a lot of business skills with a minimum number of “blind spots”. Often you have to deal with a lot of information coming at you, and figuring out quickly what you can let through to the keeper, delegate or recognise something really needs your attention is a key skill set. I guess you could describe it as operating with a helicopter view most of the time, but being able to land quickly when required.
2. Authentic leadership. Your team look to you for leadership and I don’t think there are any great superskills there. Work out the optimum strategy for the business with your team then provide regular open honest and authentic communication about how you’re tracking, share the good and the bad.
3. Shining the light. Take pride in others achieving success and highlight it as often as possible.
What was your first salary and what could someone getting into the industry expect to earn nowadays?
I think it was around £12,000 as a product sales engineer at Ferranti Electronics in Oldham. I was totally under qualified for the role as I was a graduate metallurgist who couldn’t draw a transistor circuit diagram, but the managers who hired me were big Oldham RLFC fans and I was playing for them at the time. Needless to say I didn’t last long and moved back into materials pretty quickly. It’s very difficult to provide current salary guidance as there are such a wide range of skills and roles in digital marketing.
What education or training would be most useful for someone looking to follow your career path?
The first point I’d make is to become educated in a subject you’re passionate about. Be a lifelong learner and do courses in all the key business skills: finance, marketing, people, digital analytics etc. However, I think the skills/training is probably 20% of the required CEO background, the other 80% relates to your internal grit, determination and desire to win whilst bringing people with you.
What advice would you have for someone looking to follow your path?
Well, here’s the honest truth: think carefully! This path requires a serious commitment – it’s almost like a 24/7, 365-day approach to your business life. I might be exaggerating a little (I do value work-life balance, friendships, exercise, and good health), but the reality is, you get paid well because you’re expected to deliver. And let’s face it, very few businesses run themselves – except downhill!
Also, resilience is key. Challenges and disappointments will pop up regularly, whether from people or external factors, and it’s important to handle them with logic and a clear head. If you’re prepared for that and excited by the challenge, go for it – you’ll learn and grow in ways you never imagined!
