What Hollywood gets wrong about the CIA
Joe Zacks is the co-founder and managing partner of Aardwolf Global Solutions, a strategic intelligence and advisory firm in McLean, Virginia, built by recently retired senior CIA officers. This Consulting Rainmakers episode, hosted by Mikulas Zach, is about one idea, in Joe's words: What Hollywood gets wrong about the CIA.
In this conversation, Joe explains what a private intelligence firm really does for investors and law firms, why AI is powerful but never foolproof, and why a respectable title from your old career will not win you a single client.
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About Joe Zacks
Joe served for more than 42 years in US national security. He was commissioned in the US Army in 1983 and spent 21 years on active duty as a Field Artillery officer, then 21 years at the CIA in the Directorate of Operations, where he served as a Chief of Station, as Chief of Operations of the Counterterrorism Mission Center and, in his final assignment, as Deputy Assistant Director of the CIA for Counterterrorism. After retiring he co-founded Aardwolf with Michael Morell, the former Deputy Director of the CIA, and he is also a Nonresident Senior Fellow at the Atlantic Council.
Expect to learn how geopolitical advisory and private intelligence differ, why sources on the ground go further than AI-driven due diligence, why critical thinking still decides whether an AI answer is right, what clients get wrong because of Hollywood, how CIA problem solving carries into business, why a competitive market means you are always hunting for the next contract, what it takes to bootstrap a firm, and much more…
Chapters
- 0:00Cold open
- 0:29Intro
- 0:44From 42 Years In Government To Co-Founding Aardwolf
- 2:33Geopolitical Advisory And Private Intelligence
- 4:50Where AI Helps And Why It Is Not Foolproof
- 6:49What Hollywood Gets Wrong About Intelligence Work
- 9:45How CIA Problem Solving Carries Into Business
- 11:26A Healthy But Very Competitive Market
- 12:45Building A Bootstrapped Firm
- 14:36Why Your Old Title Will Not Win Clients
- 15:28How An Engagement With Aardwolf Starts
- 16:32One Takeaway For Startup Founders
Transcript
Intro
So joining me today is Joe Zax, the co founder and managing partner at Ardwolf Global Solutions. Joe, thank you for coming on.
Well thank you so much for having me on your show today.
So tell me what's kind of the story arc of what made you co found Arewolf Global Solutions?
From 42 Years In Government To Co-Founding Aardwolf
Sure, well that's that's a great question, and I'm sure that every new company has its own story. So our story is as follows. I retired from government service in the US national security sector about a year ago, after forty two years of continuous service for in in the US government. I spent twenty-one plus years in the US military as an army officer, and then another twenty-one plus years at the Central Intelligence Agency. And after as I was leaving, I had a Series of conversations with an old friend of mine, Michael Morel, who retired as the deputy director of the CIA some 12 years ago. And we saw an opportunity to launch a strategic intelligence and advisory firm, largely based on the fact that we assessed that there was a demand for this service, and also based on the fact that many Of the top talent from the US intelligence community, and State Department and military were for various reasons leaving the US government and were a an incredible talent pool that we would be able to tap into. And so that was the impetus for our starting our company and sort of So to speak, the rest is history, but the history is one of a lot of hard work and much sweat in the year that we have been in existence.
Hmm. And so what's kind of like the main issue that these businesses are having before you know getting in touch with you?
Geopolitical Advisory And Private Intelligence
So so our business is has two practices. One is geopolitical advisory service, and the second one is private intelligence. so both of these are catered around offering clients with divergent needs our expertise. and our ability to help them solve complex problems. So in geopolitical advisory, as the title suggests, we offer clients particularly in the financial sector with broad based and and very thoughtful in in my opinion analytic products and and support with respect to Answering the questions that they need answered in order to make thoughtful investment decisions. That's particularly in the case of financial institutions. And in private intelligence, what we focus on is helping normally these are law firms or clients in the process of litigation, really build leverage or to help them in their legal strategies and legal endeavors. And also we offer a broad-based due diligence service, which does quite well in which we help customers, clients answer questions that pertain to reputational risks, country risks, and particular risks that may be associated with partnerships and and alliances with companies. So that's basic due diligence, but what we offer is beyond much of today's AI-driven due diligence, we offer sources who can gain ground truth as to a client's problem.
Where AI Helps And Why It Is Not Foolproof
Hmm. Joe, now that you mentioned AI, I'm curious where does technology fit inside your work? Is there anything kind of in the AI world that you find useful or do you find it as mostly noise?
there's a lot that's quite useful and we do work with AI platforms and we're actually looking at at some point launching our own AI driven platform to support our clients, especially in the geopolitical sphere. It's also useful in private intelligence and in due diligence. But I would say that at the end, there has to be a human component or human face or element to AI. So critical thinking remains extremely important. The ability to judge whether the outcomes that you're getting from AI-driven platforms are in fact accurate. is is extremely important because AI is not perfect. It's a huge it provides huge capabilities to save time, to you know streamline your efforts, you know, fewer people necess may need to get involved in producing an outcome than pre-AI, but nevertheless it's not foolproof and it has to be approached critically, intelligently. not every AI tool is created the same, but in in total I'm a big fan of AI. I don't think we're going back from the period of AI and look forward to to to profiting both intellectually and ultimately financially, we are a business from properly incorporating AI into our workflow.
What Hollywood Gets Wrong About Intelligence Work
One of the things that I wonder is, given you kind of serve the two worlds as you said, the private intelligence and the geopolitical, what sort of misconceptions do people have? I I'm sure there are some.
Yeah, that's a great question. And I can definitely talk about misperceptions specifically as related to our company. Because if you look at our website, Ardwolfglobal dot com, you will see that we pride ourselves on really being a website being a company that is largely consists of Partners who were former senior executives at the Central Intelligence Agency, as well as a whole host of cadre supporting us, who also have very solid credentials both on the operational and analytic side with respect to the Central Intelligence Agency and other components of the US intelligence community. But what I hasten to so that is attractive to many clients because there are those who really their entire perception of the US intelligence community and a pair and a and especially the Central Intelligence Agency is shaped by Hollywood. But Hollywood is not where we live and we don't undertake contracts or client engagements that skirt the law or that are illegal or that are outside the ethical boundaries of what we can offer and and are willing to offer. As a private intelligence company. So I do have to tell clients, sometimes you come, you get a client that approaches you and wants your help and our help in solving a particular problem. We offer how we could solve the problem within the parameters of the law, and you see that there's some disappointment on the client's face. And and I am quick to note, you know, if you are asking us, for example, to kidnap someone and stuff someone in the back of a car and deliver a person to from point A to point B. We are not the company for you. That's not the kind of work that we do. So we are very particular about working within the scope of not only US law but international law. And so that that's that's just very important to remind clients. Because, you know, it's understandable there are some clients who who may feel that, you know, just by virtue of our pedigree, we're a very you know, freewheeling, Hollywood esque organization, and that's not the case.
How CIA Problem Solving Carries Into Business
So given that you have over 20 years at the CIA, I wonder what you know that experience has turned into that you use now. Like what sort of things have you learned at these companies, you know, then Compass Rose, that you translated to today's practice.
Yeah, that's a great question. And you know, I would say that that the particular skill is solving complex problems. So that's what we do at the CIA. We do it on behalf of the president of the United States and US policymakers. and we solve complex problems, number one, through providing intelligence and number two through providing creative operational solutions to deal with a problem. That's what I did in my previous life, and that's what I do for clients today. So really it's not that much different. Obviously our authorities are a little different as a private organization. and also our some of our access to information is different than what we had working for a governmental organization, but that's not insurmountable. At the crux of it, what it is is bringing y one's years of experience in the public sector into solving complex problems for clients.
Hmm. How have you seen kind of the the market developed over the past years? And do you have any kind of prediction into the future?
A Healthy But Very Competitive Market
So well, I've only been at this for a year, so I can't talk about the past years, but I would say that with respect to the market, the year that we've been an active company, it's a healthy market. But it's and and I think this is a good thing, and especially good for clients, it's a very competitive market. So you can't rest on your laurels, you have to number one. deliver an outstanding product for each and every client. and then secondly, you really need to be focused on business development because just as you land one client or one contract, you need already to be thinking toward the next contract. And you know, we live both in Europe where you are and the United States where where I am in a free market system, and I'm grateful for that. But free market system obviously entails its own stresses because you have to for lack of a better term, hustle for business.
Hmm. I'm curious, when you started this this new venture, what is like the end goal for you if you have an end goal in mind?
Building A Bootstrapped Firm
Yeah. Well I think it's important to have an end goal. I think what my partner, Michael Morel, and my end goal is to build and develop a an outstanding company that delivers and provides an outstanding service to our clients. and that is ultimately you know a a profit making outfit because a business at the end of the day is is about making money. So you have to not only generate revenue, but you have to generate profit on that revenue, or else you're not a viable entity. so so our first part of our business development was setting it up. We have not taken any outside money. So we are what you call in America a bootstrap organization. all our efforts are based on revenue that we've brought in and any you know capital contributions that my partner and I have made. but our second phase I think will be to try to develop for our company an AI driven platform that adds value to our clients. And I imagine that in the longer term we will want to see if we create a a viable enough company that Other investors may be interested in procuring. for but but that's a ways off. So we we haven't gotten there yet.
Is there something that you'd tell your one year younger Joey, Joe that was starting the company?
Why Your Old Title Will Not Win Clients
Well, I think that everything at the end of the day is based on hard work. So all of us have very respectable titles from our previous occupations, but that doesn't get you clients and that doesn't produce results, and that in and of itself is not sufficient to sustain a business. So what you need is is a vision, first and foremost, and secondly, you need the energy and the drive to succeed and and that at the end of the day takes hard work. Nothing I've ever done in life has just been handed to me. So everything is based on hard work.
Hmm. now this this is like a hypothetical s scenario that I have for you. if there is like a corporate risk officer that reaches out to Ardwolf, what's kind of the process that you guys follow? do you have some kind of scoping call or like a diagnosis discovery?
How An Engagement With Aardwolf Starts
So yeah, that's a great question. So we offer our services are bespoke services. So we tailor every solution to the client's needs. So if client, prospective client reaches out to us, we'll discuss what their need is, we'll determine if it's something that fits into our practices and something that we're willing to undertake. And we'll have a robust dialogue with the prospective client and then we'll think about it for a number of days and provide the client with a written proposal that it will include pricing for that particular undertaking.
One Takeaway For Startup Founders
Hmm. So out of all of the things that you've you've said in this episode, what would you like listeners to take from this if it was just one thing?
Well, again, like any business, if any of your listeners are interested in our services, we'd love for them to contact us. but for businesses that are like ours, which are businesses that are s are basically startups that are developing, I'd say, you know, hang in there, work hard. Be confident, and strive towards delivering your customer the very best service that you can possibly provide because it is a competitive environment that we all work in. And if you don't provide a quality product, someone else will and you will become irrelevant.
So Joe, what's the best place to find you?
So I think that the best place to find us is via our website where you can see us on Ardwolfglobal.com and there is a contact us you know button there that or link. I guess it's not a button, it's a link that you can access and and that will put you in contact with us.
Amazing. So I will leave links down below and Joe, thank you for coming on and sharing your insights.
Well, it's been a real pleasure. Thank you for inviting me and best of luck to you and to all of your listeners.