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Forty under 40 Award winner profile: Sushant Trivedi

CEO, Fresh Tracks Canada

BIV is proud to recognize Sushant Trivedi, CEO of Fresh Tracks Canada, and 39 exceptional business leaders with 2022 Forty under 40 Awards.

Each recipient is featured in BIV's annual Forty under 40 Magazine, and will be celebrated at an awards gala Feb. 22. Profiles of each award recipient – originally published in the magazine – will be available at in the days ahead.

Who or what is responsible for your work ethic?

My mother always taught me that we may not have a lot of money, but we must always work hard and operate with integrity. It is a lesson that has stayed with me throughout my life.

What drives you?

My No. 1 motivator is the desire to make a positive impact on the organization and the business.

A favourite book you would recommend?

They All Laughed by Ira Flatow. The book shares stories behind the invention of everyday items like the light bulb, Vaseline or the first video game. Common between them is immense curiosity, persistence and luck – all of which are required to succeed in business and life.

Now that you are (or are close to) entering your 40s, what goals have you set for yourself?

As life gets busier, I would like to take more time to go back into student mode: To learn or accomplish something new every year. This includes learning a new instrument, running my first marathon and diving deeper into meditation.

What was your toughest business or professional decision?

I left management consulting very early in my career and quit my pursuit of a CFA designation after six months of intense studying. Both were tough decisions, but knowing what you don’t want to do is just as important as knowing what you do want to do.

What advice would you give your 20-year-old self?

Seek clarity over certainty. Accepting ambiguity, being clear in the midst of chaos and being open to constant change are superpowers that are not taught in school.

What is your best habit?

Waking up very early in the morning – including weekends. I use the time to meditate, reflect on the day before and plan for the day ahead.

Tell us one improbable fact about yourself.

I used to be an actor as a child and I’ve auditioned for TV shows and movies.

Best piece of advice ever received?

Stephen Hawking once said that the greatest enemy of knowledge is not ignorance; rather, it is the illusion of knowledge. This made me realize the importance of being clear on what you don’t know. Accepting that helps suppress the ego as well.

What is the biggest lesson you’ve learned in business?

There is a lot of power in focus and focus requires you to be incredibly comfortable with trade-offs. In order to do something really well, you have to feel comfortable giving up something that might be very important. In an attempt to do everything, you will end up doing nothing.

What career highlight are you most proud of?

I co-invented a product called Gillette TREO that ended up winning a TIME Magazine Innovation of the Year award. It is a razor designed for caregivers to shave and look after their loved ones, which in turn helps them feel confident and dignified. I have never felt more emotionally rewarded.

Read the profiles of all 40 award recipients in BIV's annual Forty under 40 Magazine. Register to recognize this year's winner at the Forty under 40 Awards gala on Feb. 22.