Leonard Tan: The Visionary CEO Steering AEG to Global Heights

Leonard Tan,  CEO & Managing Director, Advanced Engineering Group (International) Pte Ltd

Life is an open road with numerous twists and turns. Amidst this, it is the motivation that propels us forward and steers us in the right direction, toward a new horizon while teaching us to embrace the journey as it unfolds. For many, this motivation stems from external sources, while for some, it is an inherent force, largely shaped by their life’s philosophy. 

Leonard Tan’s ushering into the world of business, particularly the engineering and manufacturing domain was driven by a deep-seated passion for product innovations, and a fervent wish to develop engineering solutions that serves to uplift humanity. Reflecting on his motivation, Leonard states, “A deep sense of belief in my ability to lead, maneuver and grow a company successfully in unchartered water in a challenging business world; and to develop innovative and sustainable products and services that benefit mankind and humanity for years to come.” 

Leonard’s journey from a nascent dreamer to a pioneering leader at the helm of Advanced Engineering Group (International) Pte Ltd (AEG), is a story that has inspired millions and ignited the entrepreneurial spirit across the region. His success as a business leader exemplifies how an individual’s vision, perseverance, and passion lead to significant growth and create an enduring impact in the highly competitive business world. 

The Genesis of AEG: A Leap of Faith

Leonard Tan’s entrepreneurial journey began with a bold vision and a willingness to navigate change by adapting to a continuously changing business environment. However, his initial days were marked with challenges that tested his resolve and threatened to divert him from his coveted mission. Unperturbed by adversities, Leonard moved forward defiantly with grace, fortitude, and courage that established him as a leader of global stature. 

Leonard’s background in manufacturing and engineering equipped him with the technical expertise needed to lay the foundation for AEG. However, it was his intrinsic values of courage, commitment, and perseverance that truly shaped his company’s trajectory. “Being a founder of a manufacturing and engineering company comes with a lot of challenges in the early days. It takes a lot of courage, commitment, time, and finances to build AEG to what it is today,” he shares. His early inspirations were not merely about founding a business empire but about setting a new benchmark guided by his belief in the 7Cs: Credibility, Clientele, Capability, Core competency, Cash flow, Capital, and Continuity.  These core values laid the groundwork for AEG’s stellar performance in the global frontier.

Overcoming Adversity: The Struggle for Stability

Resistance is inevitable on our path to victory. The true winners are those, who treat obstructions as opportunities helping them to bounce back with greater strength and resilience. The inception of AEG has to go through a significant round of challenges. The company had to contend with difficult customers, fraudulent vendors, and inferior products. “Despite early setbacks, we persevered through the dark moments and turned opportunities into successes by managing the risks in a disciplined and safe manner,” Leonard recalls. 

One of the pivotal moments in AEG’s history was the decision to define its core businesses, products, and services. This mission was encapsulated under the leader’s motto of Safety, Quality, and Timeliness to establish AEG as a credible and reliable provider of comprehensive manufacturing and engineering solutions.  In the early days, AEG worked her way to be certified in her Quality Management System (ISO9001-2015) and Occupational Health and Safety (ISO45001-2018).  In addition, AEG was also accredited bizSAFE level one (the highest safety standard in risk assessment and risk management in Singapore).  Leonard states, “I would always make it a point to attend any project work on site to ensure that all work was conducted in a safe, professional and productive manner, with emphasis on good housekeeping (commonly known as 5S).”  Today, AEG is a choice vendor for her esteem clients and further qualified in KAIZEN (5S) and ESG (Environment, Social and Governance) programmes.

Working closely with his business clients, Leonard would go out of the way to ensure that AEG was engineered towards meeting clients’ expectations on safety, quality and timeliness in delivery.  Leonard recalls, “In our early days and until today, in order to qualify our vendors overseas, I would personally make multiple business trips overseas to evaluate and certify them and their factories prior to issuing them any manufacturing contracts.  This will ensure that the material and products that we receive will meet our client’s expectations.”  

Today, AEG has also developed in-house manufacturing and engineering capabilities in her Tuas factory.  The company provides a full suite of solutions, including design, certifications, procurement, fabrication, installation, testing, commissioning, and after-sales engineering services. This strategic focus allows the company to build a strong reputation in the industry, setting the stage for sustainable growth in the future.

Leadership Style and Principles

As the Chief Executive Officer and founder of AEG, Leonard exemplifies a distinct style in his leadership that anticipates a harmonious blend of participative and decisive approaches. His strong emphasis on people, system and processes in sales, operations, human resources, procurement, finance, and production set in motion his participative role in the business. However, when it comes to critical decisions and strategic implementation of goals, Leonard takes charge, ensuring that the company’s goals and direction align with his vision of driving excellence with perfection and accuracy. “Leadership by example is the first basic principle which I strongly believe and promulgate,” he adds.

Leonard’s approach is deep rooted in the values of professionalism, discipline and ethics. By fostering a culture of integrity and excellence, Leonard has created an environment where team members are disciplined in their conduct and empowered to contribute their best.  He further believes that a strong business ethics is essential to sustain any business in the longer term.  This kind of business culture is crucial in maintaining the high standards and morals that AEG is known for.

Building a Strong Team: The Backbone of Success

Building a successful platform like AEG necessitates a strong and cohesive team. Leonard’s approach to assembling an effective, efficient and loyal workforce is methodical and modern. Over the years, he has pulled in a bunch of highly positive, skilled, and proactive individuals ranging from experienced to newcomers, all of whom have demonstrated a strong sense of loyalty over time and situations. Due to the diversified nature of his business, Leonard emphasizes that his team must embody the qualities of technical competency, adaptability, proactivity, and productivity, aligning well with the company’s core values. He proudly notes, “Today, we have General Manager and Senior Managers who have been with AEG for more than 10 years to take charge of local sales and operations.”

Balancing Diverse Business Units

Managing multiple strategic business units across diverse sectors, such as Oil & Gas, Ports & Rails and Offshore & Marine requires meticulous planning, coordination and execution. AEG adopts the concept of strategic business units, each managed by dedicated sales managers and supported by a team of application engineers. “Overall strategy and direction are defined by the CEO, and execution plans of each business unit are formalized by the business unit managers,” Leonard explains. 

The company conducts quarterly focused group meetings (FGMs) to review sales targets, monitor progress, and assess performance, thus ensuring that each unit stays aligned with the overall strategy. To date, AEG has conducted 44 such meetings since June 2012.  Today, Leonard’s role extends to business development, both locally and internationally, highlighting his commitment to expanding AEG’s presence in new markets.

Lessons Learned: Trust and Credential

Reflecting on his entrepreneurial journey, Leonard Tan identifies trust and credentials as the most valuable lessons learned. “We have had to pay an initial high price for maintaining both these aims, but ultimately, they have served our organization well in the long run,” he shares. In the manufacturing and engineering sectors, where precision and reliability are paramount, building trust with clients through reliable, cost effective and quality products and services is essential. 

For aspiring entrepreneurs, Leonard offers sage advice that would strengthen their credentials and reputation to secure new and repeat orders. “In the manufacturing and engineering sectors, building trust and reliability are key elements of success,” he asserts.

Awards and Accolades

Leonard Tan’s leadership and AEG’s excellence have been recognized with several prestigious awards and certifications. Leonard has been honored with Singapore Entrepreneurs’ Award 2015, Singapore’s Top Business Achiever Award for 2015-2016 and has been listed among the TOP 20 Business Achievers in Singapore.  In addition, AEG has been recognized as the Singapore SME 1000 Company for the year 2017 and SME 500 Singapore Company for the year 2020. The company holds several certifications, including ISO9001-2015, ISO45001-2018, and bizSAFE STAR, as well as TUV, ABS, DNV, RMRS, and KR certifications for its wide range of products and services. These accolades are a testament to Leonard Tan and AEG’s commitment to safety, quality, and timeliness in delivery of her products and services.

Vision for the Future: Expanding Horizons

As AEG continues to grow, the future holds exciting prospects and potential. Leonard Tan’s forward-thinking approach ensures that the company remains at the forefront of innovation. The leader envisions a decade of growth and expansion for the company, particularly in overseas markets. “As the local landscape is small and competitive, we would have to develop our businesses overseas to expand our presence and market share,” Leonard reveals. AEG has already strategized itself on a global scale and made strides across China, Southeast Asia, and Vanuatu, partnering with like-minded entities to grow her business. By anchoring AEG’s position as a market leader in advanced manufacturing and engineering solutions, Leonard is poised to explore new opportunities, address emerging industry trends, and continue his trajectory of success.  He further adds that AEG is constantly on the move to establish joint ventures, partnerships, distributorships, memorandum of understanding (MoU) and memorandum of agreement (MoA) with her business partners in the region. 

Conclusion: A Legacy of Visionary Leadership

Reflecting on the journey of Leonard Tan, we are filled with a deep sense of respect and admiration for the stalwart leader. His illustrious journey, which began with a humble and yet decisive step to follow his inner call, is a testament to the power of dreams and the courage to pursue them. But beyond the milestones and accolades lies a deeper narrative – a tale of a leader who dares to dream and transform those dreams into reality. From a nascent starter to an industry leader, Leonard’s path to success was replete with challenges, but his unwavering motivation and determination held him strong and steadfast. His narrative thus serves as a powerful reminder that every journey lived with a purpose and paved with integrity, perseverance and a clear vision is destined to achieve greatness. 

Leonard’s legacy stretches beyond building a successful company; it inspires others to follow their dreams. His leadership by example, commitment to ethical practices, and innovative mindset serve as a blueprint for the next generation of entrepreneurs. As we celebrate Leonard’s achievements, we also extend a call to action: to every aspiring entrepreneur reading this story, let Leonard’s journey fuel your own. Embrace the challenges, trust in your vision, and lead with integrity. The path to greatness begins with a single step, and like Leonard, we all have the power to shape our destinies into something extraordinary.