Bryce G. Hoffman is an author, speaker and unconsultant who believes that individuals have the power to transform companies and cultures with the right processes.
Hoffman wrote the bestselling book American Icon: Alan Mulally and the Fight to Save Ford Motor Company, which has become a manual for leaders who want to transform their companies. His latest book, Red Teaming: How Your Business Can Conquer the Competition by Challenging Everything, was published in 2017.
Red teaming is a system developed by the U.S. military and intelligence agencies to make critical and contrarian thinking part of an organization’s strategic planning process. In 2015, Hoffman became the first civilian to graduate from the U.S. Army’s Red Team Leader Program at the University of Foreign Military and Cultural Studies at Fort Leavenworth, Kansas.
As president of Red Team Thinking, Hoffman now teaches companies around the world how to use the same approach to strengthen their plans, stress-test their strategies, identify missed opportunities and expose hidden threats in order to help them succeed in today’s rapidly changing global economy. He also teaches companies how to use the same management system Alan Mulally used to save Ford and Boeing to drive accountability, foster teamwork, and achieve their strategic goals.
Hoffman spent twenty-two years as a newspaper reporter, covering the high-tech in Silicon Valley, the biotech industry in the San Francisco Bay Area and the automobile industry in Detroit. His work received numerous awards from the Society of Professional Journalists, the Society of American Business Editors and Writers, the Associated Press and the California Newspaper Publishers Association. He was also a three-time finalist for the Gerald Loeb Award, the most prestigious honor in business journalism.
Hoffman left journalism in 2014, but he continues to write a column on leadership and business culture for Forbes.com. In addition, he appears regularly on television and radio shows in the United States and around the world, including the BBC, NPR, CNN, FOX, PBS, CBS, CNBC, Fox Business, Bloomberg, the CBC, RTÉ, Radio New Zealand, al Jazeera, Deutschlandradio and other local, national and international networks.
A native of California, Hoffman majored in Anthropology and Philosophy at San Francisco State University and later completed a fellowship in economics at the California State University in Hayward. He is now a lecturer at U.C. Berkeley’s Haas School of Business and lives in San Francisco.