Hello and welcome to the Arden Labs podcast.

My name is Bill Kennedy and our special guest today is Steve Hoffman.

Hey Steve, how's it going?

It's great. Thank you.

I really appreciate taking the time to be with us for

the next hour to kind of talk about your story. Before we kind of dive into that, why don't you

give everybody a couple of minutes of what you're doing today and that would be interesting.

I am the CEO of Founder Space. It is an international startup incubator and

accelerator. We operate all over the world in 22 countries. So I work with entrepreneurs,

software development teams. I work with venture capital, all on the process of helping projects launch and creating new businesses.

And my background actually is in software development. I am an electrical computer engineer by training.

I have developed a lot of products myself, developed and designed. So I know the process intimately and I really enjoy the process of taking an idea from conception all the way through the product launch.

It is, you know, giving birth to the product is something that for me, it's my passion, and I love working with really

creative, dynamic teams.

Yeah, that's brilliant.

I'm also the author of several books.

So my first book, Make Elephants Fly, is all about the process of innovation, how you

create products, how you test them out, how you bring them to market.

My second book, Surviving test them out, how you bring them to market. My second book,

Surviving a Startup, is all about surviving a startup. Basically everything entrepreneurs need to know so that they don't wind up dead at the end of the process, which happens about 90% of

startups fail. And I actually wrote an even earlier book way back,

which was all on game design.

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