Expert to know: Manuj Aggarwal (Q&A Interview)

December 25, 2023

Manuj Aggarwal is the Chief Innovation Officer at Tetranoodle (based in Vancouver, Canada) listed on 50Pros as a top 50 firm in Artificial Intelligence (AI), Cybersecurity, and Cloud Consulting.

In this Q&A, Manuj shares his in-depth perspective, unique background, robust experiences, and insightful tips.

How did you get into your industry?

My journey into the tech industry started from humble beginnings. Back in 1995, when computers and the internet were still novelties in India, I recognized their immense potential. Driven by a desire to change my life and offer something valuable to the world, I dove into programming and software. It turned out, I had a knack for it!


As I progressed in my career, I was determined to stay at the forefront of technology. This meant continuously learning about the latest advancements and applying them in practical, growth-oriented ways. In 2001, I founded TetraNoodle Technologies, a software consulting company.


The journey has been incredibly rewarding. We've managed to touch the lives of over 10 million people, and our efforts have helped generate over $500 million in value for our clients. It's been a path of relentless learning, adapting, and impacting – a testament to the power of technology and persistence.

What inspired you to start your agency?

Necessity truly is the mother of invention, and my journey into entrepreneurship is a testament to that. When I arrived in North America in 1998, it was the height of the dot com boom. Finding a job in Vancouver was easy initially, but then things took a turn. I experienced the harsh realities of job instability, first with the dot com bust, then the aftermath of September 11, and the Gulf War.


This series of events was a wake-up call. It dawned on me that job security is more of a myth, a fragile notion no matter where you are in the world. This realization propelled me to take control of my professional destiny. So, I ventured into starting my own company, choosing to work directly with clients. It was a step into the unknown, driven by the desire for stability and independence in an otherwise turbulent environment.

How do you manage work-life balance as an agency owner or executive?

In today's world, the traditional concept of work-life balance, especially as a business owner, is indeed more of a myth. With remote work and constant connectivity, the lines between work and personal life have blurred. For me, it's about seamlessly integrating work into my life.


My team and I work remotely, embracing the freedom to live life on our own terms while staying connected virtually. This approach offers a lot of flexibility, but it also means work and personal hours often intertwine. I might be working at unconventional hours, but it's at times that suit me.


To maintain a sense of balance, I've woven habits like meditation and yoga into my routine. Spending time in nature is another way I counter the stress of a busy life with tranquility. It's about finding that harmony where work complements life, not conflicts with it. This way, we can enjoy the fluidity of our professional and personal lives, making the most of both worlds.

What is the best piece of advice you've received in your career that pertains to your work, and how has it influenced your decisions?

The best advice I've ever received, which has profoundly influenced my career, is to focus on relationships and genuinely help others achieve their goals. This ethos has been the cornerstone of my growth, both personally and professionally.


By prioritizing meaningful connections and striving to provide real value, my journey has transformed from humble beginnings to becoming a global thought leader in AI, with four patents to my name. This relationship-centric approach has enabled my company to serve a diverse range of clients, from early-stage startups to Fortune 500 companies. It's a testament to the power of building strong relationships and the impact they have in driving success and innovation.

What activities or hobbies outside of work do you enjoy that help you recharge and stay creative?

Travel is my go-to way to recharge. There's something about exploring new places, meeting diverse people, and savoring different cuisines that reinvigorates my spirit. It broadens my perspective, which is invaluable in my field.


I'm also an avid learner. Whether it's getting lost in a good book, listening to audiobooks, or diving into documentaries, there's always something new to discover. And then there's yoga and meditation, which keep me grounded, along with hiking and spending time in nature. These activities aren't just hobbies; they're fuel for my creativity and balance in my fast-paced life.

What do you like most about your industry?

What excites me most about the AI and cybersecurity industry is its immense potential to transform lives globally. It's like being on an epic journey, where each day brings new innovations that can profoundly impact our world.


From teaching music to kids using AI, assisting patients in overcoming joint pains, to helping students improve their grades – the scope is enormous. Every day is a new opportunity to unlock this potential and make a significant difference. It's incredibly fulfilling to be at the forefront of technology, not just witnessing but actively contributing to positive changes across various aspects of life. This industry isn't just about technology; it's about harnessing it to better the world, and that's what I love most about it.

What do you dislike most about your industry?

In the AI and cybersecurity industry, the most challenging aspect is undoubtedly the fear and uncertainty surrounding AI. It's a pattern we've seen throughout history with transformative technologies.


Take the automobile, initially feared as a "vehicle of the devil" for its smoke emissions, or the widespread panic during the dawn of computers and the internet, epitomized by the Y2K scare. Such apprehensions are a natural human response to the unknown.


However, what's fascinating and reassuring is how innovators eventually overcome these fears. They build momentum, paving the way for wider public acceptance and adoption. It's a cycle of fear, understanding, and eventually embracing new technologies. Witnessing this transition, from skepticism to acceptance, is both a challenge and a privilege in this ever-evolving industry.

What do you wish people knew about your industry?

In the AI and cybersecurity industry, there's a profound truth I wish more people understood: the impact of AI could be as significant as electricity or fire, as Sundar Pichai, CEO of Alphabet, says. Elon Musk warns that in this race, not embracing AI could mean getting left behind by competitors. Peter Diamandis puts it bluntly: by the end of this decade, companies will either be fully utilizing AI or be out of business.


IBM CEO Arvind Krishna estimates AI could add up to $10 trillion to the global economy in the next decade. This isn't just about technology; it's about a seismic shift in how we operate in every sphere.


So, the real question is: Do you want to be part of this incredible wealth-building opportunity of our times? Or risk being eclipsed by those who do? This industry isn't just evolving; it's redefining the future. And that's something I wish everyone could appreciate and embrace.

When you first started, how did you get clients?

When I began my journey in business, I was under the impression that my technical skills and knowledge would be the main attractors for clients. Indeed, word of mouth brought in some initial clients. However, I quickly realized for sustained growth, a shift in strategy was necessary.


I began focusing less on honing my technical skills and more on building a powerful and influential network. This involved blending our understanding of human psychology with cutting-edge technologies, allowing us to connect with global leaders across various industries.


This strategic pivot has paid off significantly. It's a classic case of learning that in business, while your skills get you in the door, it's your network that opens multiple doors.

What is your approach to continuous improvement and learning within your agency?

Our approach to continuous improvement and learning within our agency is rooted in diversity and cross-pollination of ideas. We delve into various industries, which gives us a unique behind-the-scenes look at how different sectors tackle their challenges.


This diversity is our secret sauce. It not only broadens our knowledge in multiple domains but also fuels our creativity, pushing us to experiment and innovate constantly. Moreover, it allows us to bring solutions from one industry to another. Often, a problem solved in one domain can be a breakthrough in another, but due to the siloed nature of our society, these solutions rarely cross paths.


By working across diverse industries, we not only help our clients solve their unique problems but also continuously enrich our own knowledge and expertise. It's a win-win – our clients get innovative solutions, and we get invaluable learning experiences. This cross-industry adventure keeps us on our toes and always ready for the next challenge.

What changes do you foresee occurring in the future?

In the future, AI's influence will be monumental, changing every facet of our lives. Picture a world where driving cars yourself might actually be against the law, given the advanced safety of AI-driven vehicles.


Imagine stock exchanges listing companies with just one employee - the CEO, while AI handles everything else. It sounds like science fiction, but it's a very real possibility.


And healthcare? It's set for a revolution. Doctors won't just prescribe medicine; they'll create personalized treatments tailored to your DNA, ensuring you recover swiftly without side effects. This isn't just about technology evolving; it's about a whole new way of living, working, and healing. Welcome to the future, where AI isn't just a tool, but a transformational force.

Who do you see having a competitive edge in the future?

In the future, the competitive edge will belong to those who master qualities beyond traditional intelligence. As we've evolved, deep thinkers and problem solvers have always been at the forefront. But now, with machines outpacing human thought in speed and depth, the game is changing.


The new champions in this post-thinking era will be those who excel in human empathy, emotional intelligence, and creativity. These uniquely human traits can't be replicated by AI. They'll become the new currency in a world where thinking is no longer a solely human domain. It's not just about who's the smartest anymore; it's about who's the most human. That's where the real competitive advantage lies.

If a company was looking to hire your firm, or a firm like yours, what questions should they ask themselves as a team before approaching you?

Before a company considers hiring our firm, or one like ours, they should ask themselves a few key questions. First, are they aiming to collaborate with the top experts in the field? It's important they seek the best to achieve the best.


Next, innovation: are they ready to think outside the box and challenge conventional wisdom? This mindset is crucial for success in today's fast-evolving tech landscape.


Then, pragmatism: are they grounded and realistic in their approach? It's one thing to dream big, another to implement effectively.


Are they action takers? Ideas are great, but it's action that brings them to life.


Finally, are they adventurous enough to try new things? The willingness to experiment is often what separates the leaders from the followers in this digital age.

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