Making Elephants Fly: The Process of Radical Innovation

Making Elephants Fly is being published this Fall in the US by Hachette, a top 5 global publisher, and in China right now by Zhongxin CITIC, the #1 business book publisher. If you want to request the book or collaborate on events, just contact us below.

Making Elephants Fly


Making Elephants Fly picks up where Zero to One leaves off. While Zero to One is about the big ideas on what makes a startup successful, Making Elephants Fly is goes in-depth on how entrepreneurs actually solve hard problems, innovate and create breakthrough products. It’s filled with case studies of startups, showing exactly why some succeed while others fail.


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.

I’ve spent the past decade in San Francisco working with hundreds of startup founders, helping them understand the underlying methods, models and mindset of Silicon Valley and put those to use in coming up with breakthrough products and services. I’ve learned that innovation isn’t straightforward. It’s not linear. It’s an unpredictable, impractical and incredibly difficult process, which is why so many people and companies fail at it. It’s like trying to make an elephant fly. But it’s also responsible for most of the wealth creation today, and if a business isn’t innovating, it’s going to miss out.

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 exactly how startups come up with breakthrough products and services. What are the methods entrepreneurs use to innovate? How do you structure innovation teams? What are the best ways to identify and vet new ideas? What does it take to foster a culture of innovation? And how can you put in place a process of innovation throughout your organization?

By the time you’ve digested this book, I sincerely hope you can take your impossibly big idea and make it fly! – Steven Hoffman

Chinese Edition

In China, you can buy the book in all major bookstores, as well as online at 京东 JINGDONG and 当当 DANGDANG.

Making Elephants Fly (Book Cover) China



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