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Make Elephants Fly: The Process of Radical Innovation
Drawing on examples of the hottest innovators in Silicon Valley, this step-by-step guide will show you how to develop, test and launch your impossibly big idea to success. Almost every major company today has made innovation its number one priority. Yet fewer than one in four executives believe their organizations are effective innovators. The pressure to innovate and the price paid for failure keeps rising, while most companies haven't progressed at all. They are still using the same antiquated techniques pioneered decades ago. This is why some of the biggest corporations in the world manage to lose entire markets to startups they've never heard of.
In today's world, everyone will need to innovate to stay competitive. It doesn't matter if you're a startup founder, corporate executive, small business owner, freelancer or professional, there's a technology out there that's going to upend your industry. And if you aren't able to harness it to your advantage, someone else will. Innovation is no longer an option--it's the price of admission into the business world.
Making Elephants Fly is designed to help you implement the same innovation methodologies and processes as Silicon Valley startups. It will teach you:
How startups come up with breakthrough products and services.
How to structure innovation teams.
The best ways to identify and vet new ideas.
What it takes to foster a culture of innovation.
How to establish a process of innovation throughout your organization.
By the time you've digested this book, you will have the tools needed to take your impossibly big idea and make it fly!
In today's world, everyone will need to innovate to stay competitive. It doesn't matter if you're a startup founder, corporate executive, small business owner, freelancer or professional, there's a technology out there that's going to upend your industry. And if you aren't able to harness it to your advantage, someone else will. Innovation is no longer an option--it's the price of admission into the business world.
Making Elephants Fly is designed to help you implement the same innovation methodologies and processes as Silicon Valley startups. It will teach you:
How startups come up with breakthrough products and services.
How to structure innovation teams.
The best ways to identify and vet new ideas.
What it takes to foster a culture of innovation.
How to establish a process of innovation throughout your organization.
By the time you've digested this book, you will have the tools needed to take your impossibly big idea and make it fly!
- GenresBusinessNonfiction
320 pages, Hardcover
Published November 14, 2017
45 people are currently reading
698 people want to read
About the author
Steven Hoffman
6 books20 followersSteve Hoffman (Captain Hoff) is a serial entrepreneur, angel investor, LP in August Capital, and author of the book Make Elephants Fly: The Process of Radical Innovation. Hoffman is also the Captain & CEO of Founders Space, one of the world’s leading incubators and accelerators, with over 50 partners in 22 countries.
Always innovating on his life, Captain Hoff has tried more professions than cats have lives, including serial entrepreneur, venture capitalist, angel investor, studio head, computer engineer, filmmaker, Hollywood TV exec, published author, coder, game designer, manga rewriter, animator and voice actor.
Hoffman was the Founder and Chairman of the Producers Guild Silicon Valley Chapter, Board of Governors of the New Media Council, and founding member of the Academy of Television’s Interactive Media Group.
While in Hollywood, Hoffman worked as a TV development executive at Fries Entertainment, known for producing over a hundred TV shows (acquired by MGM). He went on to pioneer interactive television with his venture-funded startup Spiderdance, which produced interactive TV shows with NBC, MTV, Turner, Warner Brothers, History Channel, Game Show Network and others.
In Silicon Valley, Hoffman founded two more venture-backed startups in the areas of games and entertainment, and worked as Mobile Studio Head for Infospace, with such hit mobile games as Tetris, Wheel of Fortune, Tomb Raider, Thief, Hitman, Skee-Ball and X-Files.
Hoffman went on to launch Founders Space, with the mission to educate and accelerate entrepreneurs. Founders Space has become one of the top startup accelerators in the world. Hoffman has trained hundreds of startup founders and corporate executives in the art of innovation and routinely works with the world’s largest global corporations and venture funds.
Hoffman has a BS from the University of California in Computer Engineering and an MFA from the University of Southern California in Cinema Television. He currently resides in San Francisco but spends most of his time in the air, visiting startups, investors and innovators all over the world.
Always innovating on his life, Captain Hoff has tried more professions than cats have lives, including serial entrepreneur, venture capitalist, angel investor, studio head, computer engineer, filmmaker, Hollywood TV exec, published author, coder, game designer, manga rewriter, animator and voice actor.
Hoffman was the Founder and Chairman of the Producers Guild Silicon Valley Chapter, Board of Governors of the New Media Council, and founding member of the Academy of Television’s Interactive Media Group.
While in Hollywood, Hoffman worked as a TV development executive at Fries Entertainment, known for producing over a hundred TV shows (acquired by MGM). He went on to pioneer interactive television with his venture-funded startup Spiderdance, which produced interactive TV shows with NBC, MTV, Turner, Warner Brothers, History Channel, Game Show Network and others.
In Silicon Valley, Hoffman founded two more venture-backed startups in the areas of games and entertainment, and worked as Mobile Studio Head for Infospace, with such hit mobile games as Tetris, Wheel of Fortune, Tomb Raider, Thief, Hitman, Skee-Ball and X-Files.
Hoffman went on to launch Founders Space, with the mission to educate and accelerate entrepreneurs. Founders Space has become one of the top startup accelerators in the world. Hoffman has trained hundreds of startup founders and corporate executives in the art of innovation and routinely works with the world’s largest global corporations and venture funds.
Hoffman has a BS from the University of California in Computer Engineering and an MFA from the University of Southern California in Cinema Television. He currently resides in San Francisco but spends most of his time in the air, visiting startups, investors and innovators all over the world.
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Displaying 1 - 27 of 27 reviews
February 8, 2018
I thought there was a lot of useful info in this about effective strategies to consider when embarking on innovation efforts in both small and huge organisations. Importantly, there are lots of easily digestible paragraphs that I can share with various leaders and colleagues at work to help them see certain gaps in our current innovation plans -- from a more authoritative source than lil' old me. I'll likely buy this book and highlight and annotate it to share around my professional network.
January 6, 2020
This one has given me a great perspective on how innovations do really happen in any type of work environment.
January 24, 2021
Very powerful, practical questions to ask about your current innovation projects. So much valuable information that I bought the Kindle version, while listening to the Audiobook.
September 5, 2022
Not horrible, this reminds me of various "business school case study" type books. They have a whole bunch of rules and cases they applied to, but it feels like a lot of "Just so" storytelling. Particularly, I got the impression that sometimes these rules of thumb contradicted each other — which makes sense, since sometimes you want to get a real product in front of companies quickly, and sometimes you really need to get a sense of whether your product would be a good fit for the market before your hands hit the keyboard. The big problem is knowing when to do which thing, and I think it's way too easy to say, "Oh my case is like X big successful company, so I should do what they did!"
The biggest issue here is selection bias. You have tons of case studies from successful companies, but not too many from failed companies. He does include some examples from failed companies, but it's hard to give a representative sample just because there are dozens of failed companies for every successful one, and most of them you never even hear about.
The biggest issue here is selection bias. You have tons of case studies from successful companies, but not too many from failed companies. He does include some examples from failed companies, but it's hard to give a representative sample just because there are dozens of failed companies for every successful one, and most of them you never even hear about.
December 18, 2017
There are no shortage of books fighting to be the one to tell and show the benefits of innovation, or even radical innovation. At times, it feels that there are more books talking about it than companies doing it and companies tend to underline how innovative they are or how innovation is now at the heart of its operations.
The author of this book does note, however, that relatively few business executives believe their companies are effective innovators, with so many effectively remaining on the starting grid. One reason, it is claimed, that they are using out-of-date techniques and restricted thinking. The solution? This book and a hard kick up the corporate backside. It can be understandable why there is a lot of talk and relatively little positive, viewable action.
Does the book’s messaging work? Well, try and find out?! It does emit an air of credibility that many other books lack and it could help you get ‘start-up thinking and energy’ into your own organization, irrespective of its size and progress-thus-far along the innovation journey. In any case, it is reasonably priced and if you don’t find it is the ultimate help for you, you are likely to easily get your money’s worth out of one or more data-points.
This book leaves me in a bit of a quandary. I didn’t form a direct connection with it, even though I do concur with the clear majority of its findings. It is far from being a waste of time, but I personally just did not enjoy its companionship although you may form an entirely different viewpoint. It certainly is worthwhile looking at in any case. For me, if it wasn’t a book under review, I expect I would have dipped in and out and still took some valuable information away but it would not have been a sequential cover-to-cover read.
It is written in a clear, understandable language and is fortunately devoid of a lot of hyperbole that similar books can be filled with. For that, alone, the reader should be truly thankful. Either buy-blind and prepare to be possibly ultimately happy, or check it out in a bookstore, but don’t walk on by regardless.
The author of this book does note, however, that relatively few business executives believe their companies are effective innovators, with so many effectively remaining on the starting grid. One reason, it is claimed, that they are using out-of-date techniques and restricted thinking. The solution? This book and a hard kick up the corporate backside. It can be understandable why there is a lot of talk and relatively little positive, viewable action.
Does the book’s messaging work? Well, try and find out?! It does emit an air of credibility that many other books lack and it could help you get ‘start-up thinking and energy’ into your own organization, irrespective of its size and progress-thus-far along the innovation journey. In any case, it is reasonably priced and if you don’t find it is the ultimate help for you, you are likely to easily get your money’s worth out of one or more data-points.
This book leaves me in a bit of a quandary. I didn’t form a direct connection with it, even though I do concur with the clear majority of its findings. It is far from being a waste of time, but I personally just did not enjoy its companionship although you may form an entirely different viewpoint. It certainly is worthwhile looking at in any case. For me, if it wasn’t a book under review, I expect I would have dipped in and out and still took some valuable information away but it would not have been a sequential cover-to-cover read.
It is written in a clear, understandable language and is fortunately devoid of a lot of hyperbole that similar books can be filled with. For that, alone, the reader should be truly thankful. Either buy-blind and prepare to be possibly ultimately happy, or check it out in a bookstore, but don’t walk on by regardless.
November 26, 2017
In the book Making Elephants Fly, author Steve Hoffman, writes about innovation in business. I was excited to read this book when I read the description. The book was good but I was disappointed that it was similar to many leadership books I have read before. The difference is the touting of Silicon Valley and their creativity through collaboration with very different people.
This is a good book with some good stories. I would recommend this book but it’s not going to give you anything wow or outstanding. If you are just beginning it will give you some good insights. I received a copy of this e-book from the publisher via NetGalley in exchange for an honest review.
This is a good book with some good stories. I would recommend this book but it’s not going to give you anything wow or outstanding. If you are just beginning it will give you some good insights. I received a copy of this e-book from the publisher via NetGalley in exchange for an honest review.
Want to read
February 24, 2020I absolutely love this book.
I cannot wait for the Spanish version. There is a large audience of founders of startups in Latino-America who should benefit from all his wisdom. I am the founder of "Canal Silicon Valley" and have already recommended "Make Elephants Fly" to my audience (+1,500 founders).
Why I love this book?
Very pragmatic, with clear strategies and techniques. Well-written and highly entertaining because the author shares real stories of startups/ companies in the quest of innovation.
A gem!
I cannot wait for the Spanish version. There is a large audience of founders of startups in Latino-America who should benefit from all his wisdom. I am the founder of "Canal Silicon Valley" and have already recommended "Make Elephants Fly" to my audience (+1,500 founders).
Why I love this book?
Very pragmatic, with clear strategies and techniques. Well-written and highly entertaining because the author shares real stories of startups/ companies in the quest of innovation.
A gem!
October 10, 2017
This is MUST READ for anyone who is curious about challenging traditional thinking in solving business and technology problems. I love Hoffman's thinking in getting to the heart of matter in a clear and concise manner. He brings perspective from different angles which inspires and motivates. I have already made some changes in my business strategies by reading this book. I am sure it will do the same for many others.
May 18, 2020
I work in venture capital, so I like to think I have some context on the topic of this book. I found the author very knowledgeable.
I am still just a few chapters in, but concepts like the importance of business model and publicity / marketing versus new technology innovation, or the importance of timing and perception were good reminders as someone who makes a living investing in these companies.
I highly recommend.
I am still just a few chapters in, but concepts like the importance of business model and publicity / marketing versus new technology innovation, or the importance of timing and perception were good reminders as someone who makes a living investing in these companies.
I highly recommend.
February 22, 2018
This book came near to shave the book called Runaway Species
Author interpreted the concept of success and failure in attempt the reader to use existing technology rather than inventing one
Nothing new and the same information repeated.
Author interpreted the concept of success and failure in attempt the reader to use existing technology rather than inventing one
Nothing new and the same information repeated.
March 19, 2019
One of the best book on not just innovation but way of life. Teaches you how human has evolved over the period time with bjt of push. How we can figure out solution to every thing if given right environment n opportunity
April 13, 2020
Steve is a very impressive entrepreneur and venture capitalist. After working with him on several projects, it's clear he has a wealth of knowledge and this book definitely captures it.
Great read for anyone trying to bring their big idea to life.
Great read for anyone trying to bring their big idea to life.
March 28, 2021
Brilliant, eye opening, crisp, jargon free, power writing - a must read for anyone who is a part of the business world, or desires to be. Captain Hoff spins an engaging narrative with real life examples, cutting out the usual faff that can be often found in business books.
June 3, 2022
Chú Voi có cánh đã là kì diệu!!! Để bay được, cần nhiều nổ lực và hiểu biết. Sách đã truyền đạt nhiều thông tin và hoàn cảnh thực tế để chúng ta hình dung và chuẩn bị cho hành trình cất cánh, đổi mới.
March 6, 2018
Insightful and brutal
April 13, 2020
A pleasure to read with insights on nearly every page. I especially liked the chapter on the importance of timing.
April 26, 2020
Practical, easy to understand and full of valuable lessons.
December 10, 2020
Well-written and full of valuable lessons.
December 22, 2020
A Must Read for Innovators
You will encounter different parts of innovation that are usually easily missed and unseen. Ride on Captain Hoff's ship and sail to "Innovation" land.
You will encounter different parts of innovation that are usually easily missed and unseen. Ride on Captain Hoff's ship and sail to "Innovation" land.
February 19, 2021
a pretty good book on startups...
* timing is so important
* don't stop doing something even though someone super smart said no
* timing is so important
* don't stop doing something even though someone super smart said no
July 10, 2021
Absolutely blew my mind. MUST READ!
April 2, 2022
Good for everyone to know the balance of business and technology
June 23, 2022
I found this book insightful! Hoffman’s writing is engaging and relatable. He is clearly an expert and well versed in the innovation and start up world. I enjoyed learning about so many startups!
August 24, 2025
I picked up the book because I liked the title. I enjoyed it because it introduced me to a way of thinking that I never thought about before.
May 7, 2023
Steve Hoffman’s Make Elephants Fly offers invaluable insights for analysts, trend trackers, and entrepreneurs alike. Startups are not all about tech, and Hoffman draws from a wide range of compelling examples to highlight success stories.
He dispels the myth of inventing something yourself (don’t do it). Instead, he celebrates the power of borrowing from existing products, and tapping into the proof of customer demand. He knows the value of finding (or building) an ecosystem to drive diversity, free thinking and optimism, not to mention the continually regenerating talent pool that comes from Silicon Valley and other tech hubs. Hoffman has practical advice on everything from timing your launch, to keeping work/life balance in order to stay creative, to perfecting the art of the copycat.
Thinking small is essential to Hoffman’s method. “Pick one customer that highly values your solution and focus on that.” Then: create small teams with a combination of key roles (hustler, hacker, hipster, hotshot). Innovate in sprints, with short deadlines. Hoffman’s international work as a consultant is evident here. He’s helped countless tech firms in the US, China, and elsewhere to make key changes by implementing his strategies.
Known as “Captain Hoff” at his tech incubators in SF and China, Hoffman also provides a rich array of practical strategies to implement, drawn from his personal playbook. How to lead brainstorming sessions that spark big ideas. How to innovate your business plan. Flow charts and case studies galore give the book depth.
Entrepreneurs, startups, and those looking to speed business and product development will want to grab a copy of Make Elephants Fly to get up and running even faster.
He dispels the myth of inventing something yourself (don’t do it). Instead, he celebrates the power of borrowing from existing products, and tapping into the proof of customer demand. He knows the value of finding (or building) an ecosystem to drive diversity, free thinking and optimism, not to mention the continually regenerating talent pool that comes from Silicon Valley and other tech hubs. Hoffman has practical advice on everything from timing your launch, to keeping work/life balance in order to stay creative, to perfecting the art of the copycat.
Thinking small is essential to Hoffman’s method. “Pick one customer that highly values your solution and focus on that.” Then: create small teams with a combination of key roles (hustler, hacker, hipster, hotshot). Innovate in sprints, with short deadlines. Hoffman’s international work as a consultant is evident here. He’s helped countless tech firms in the US, China, and elsewhere to make key changes by implementing his strategies.
Known as “Captain Hoff” at his tech incubators in SF and China, Hoffman also provides a rich array of practical strategies to implement, drawn from his personal playbook. How to lead brainstorming sessions that spark big ideas. How to innovate your business plan. Flow charts and case studies galore give the book depth.
Entrepreneurs, startups, and those looking to speed business and product development will want to grab a copy of Make Elephants Fly to get up and running even faster.
January 10, 2021
I've been doing multiple team coaching sessions with a particular focus on design thinking and I wanted to read more around innovation specifically for start-ups to get more ideas and examples since I have some more coaching for start-ups coming up later tis year.
That's how I came across this book which is all about making elephants (ideas) fly.
It's stuffed full of great examples and I loved the part where it talked about startup after start up and how some ideas just crashed and burned and how through multiple iterations some eventually succeeded.
SO I thought it was a great read and came just at the right time as I was looking just for this !
That's how I came across this book which is all about making elephants (ideas) fly.
It's stuffed full of great examples and I loved the part where it talked about startup after start up and how some ideas just crashed and burned and how through multiple iterations some eventually succeeded.
SO I thought it was a great read and came just at the right time as I was looking just for this !
October 9, 2017
I am so happy to have read this book. It is so inspiring. The advice and writing is really creative and unique. Definitely not your typical how to book.
It has really inspired me to be be more creative and thoughtful. The ideas and techniques in this book can be used through many different systems and processes. I believe it is a must read if you are not only starting a company but also if you are in any managerial position. The book really helps you see problems you may have and how to move forward and succeed.
Thanks, Mr. Hoffman.
It has really inspired me to be be more creative and thoughtful. The ideas and techniques in this book can be used through many different systems and processes. I believe it is a must read if you are not only starting a company but also if you are in any managerial position. The book really helps you see problems you may have and how to move forward and succeed.
Thanks, Mr. Hoffman.
Displaying 1 - 27 of 27 reviews