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WCTC to hold book signing with industrial real estate leader, author Jeff Hoffman Nov. 7

Net proceeds from sale of ‘Industrial Is What We Do’ to be donated to College for scholarships


PEWAUKEE, Wis. (Monday, Oct. 31, 2022) -- Waukesha County Technical College (WCTC) will welcome author and industrial real estate leader Jeff Hoffman to campus for a signing event for his new book, “Industrial Is What We Do – Building Wisconsin’s Future on a Foundation of Industry.”

The drop-in book signing is set for Monday, Nov. 7, from 2 to 3:30 p.m. in The Classic Room (Pewaukee campus, Building A, second floor), and it will feature a moderated question-and-answer session. Copies of Hoffman’s book will also be available for purchase.

Hoffman is a principal at the global commercial real estate services firm Cushman & Wakefield | Boerke and co-chair of the Industrial Services Practice. As a successful industrial real estate broker, Hoffman is a three-time recipient of the Commercial Association of REALTORS® Wisconsin (CARW) Industrial Deal of the Year Award, the Milwaukee Business Journal’s Real Estate Development Deal of the Year Award and the Milwaukee Business Journal’s 40 Under 40 Award.

Additionally, Hoffman has extensive industry leadership experience, having served as the board chair of the Waukesha County Business Alliance, chair of the CARW, co-chair of the NAIOP Commercial Real Estate Development Association among other affiliations.

Through his experiences and conversations with numerous business/industry professionals, along with his involvement in an executive coaching program, the idea to pen the niche book was born.

“The reason that I took the time to do this is there are a handful of consistent themes and a lot of employers are talking about them,” Hoffman said. “And how do we create change here to really address some of our most successful opportunities to move the state forward? I felt this was a great way to put the message out there.”

In the book, Hoffman takes a deep dive into the current and future state of manufacturing in Wisconsin and the changes, challenges and opportunities happening within that sector.  The book looks at some common misperceptions of modern manufacturing, the transition of baby boomers into retirement and the need to replace that workforce demographic, and the strength of the technical college system. It also focuses on the critical connection between human and machine, how Wisconsin can be a leader in workforce housing, transportation solutions to more easily to get workers to their jobs – and how the state can draw on its legacy as “The Machine Shop of the World” and build upon its existing industrial strengths.

Beyond providing insight into Wisconsin’s manufacturing industry, Hoffman is giving back to the community in another way: All proceeds above the cost of his book will be contributed to the newly established WCTC Wisconsin 2030 Scholarship Fund.

“We so appreciate business leader Jeff Hoffman for donating the net proceeds of his book exclusively to WCTC for scholarships and programs,” said Rich Barnhouse, Ph.D., president of WCTC. “It is so generous and selfless, and it will help many of our students as they pursue technical education and training opportunities.”

About Waukesha County Technical College

Waukesha County Technical College, the leader in workforce development, prepares learners for success within the region and global economy. The College offers more than 170 areas of study including associate degree, technical diploma, apprenticeship and short-term certificate programs. Customized training for employers is also available. To learn more, visit