Industrial Is What We Do

Jeff Hoffman

The Wisconsin business community has anticipated the ticking time bomb in its available workforce for years. Now the time has arrived. The coming decade will be one of the fastest transformational periods that industry has ever encountered.

Backed by a long list of iconic companies, industry has always been Wisconsin’s bedrock. Generations of Wisconsinites have proven themselves resourceful, dependable, and highly skilled at making things.

But we’re on the precipice of major change. Population growth is slowing, career preferences are shifting, and the industrial workforce is aging. A new era of prosperity awaits companies and communities that embrace the change. In Industrial Is What We DoJeff Hoffman shows how the existing strengths of the state can provide the solutions we need to win in the era of Industry 4.0. Jeff reveals what current trends mean for Wisconsin. From a lack of industrial workers to stalled expansions, the far-reaching impacts may never reverse without quick action. Industrial Is What We Do is a thought-provoking look at the heart of Wisconsin, the people who keep that heart beating, and the steps we can take to protect our future.

Press & Praise

Wade Goodsell, COO of Wisconsin Manufacturers & Commerce

Access to a skilled workforce is currently the number-one priority of the WMC membership. Jeff makes a strong case that the state of Wisconsin has what it takes to grow the talent that our industrial companies will need to stay on top.

Jim Villa, CEO of NAIOP Wisconsin

As I talk to my NAIOP peers around the country, the states that are excelling are laser-focused on growing their populations. A low-hanging fruit for Wisconsin can be found in delivering the additional real estate opportunities that are needed to support both expanding businesses and forming new households. Jeff's book presents a clear path for both what kind of real estate development communities should be focused on and how they can deliver.

Mike Theo, CEO of Wisconsin REALTORS Association

As we look to recruit and retain the workforce of the future, affordable workforce housing can provide a critical competitive advantage for Wisconsin. Jeff's take on the importance of increasing the inventory of single-family residences is a must-read for any community that is looking to grow.

Jeff Hoffman is the co-chair of the industrial real estate practice at one of Wisconsin’s oldest commercial real estate firms. A lifelong Wisconsin resident and a University of Wisconsin-Whitewater graduate, Jeff has advised on more than $1.3 billion in transactions for Wisconsin-based companies and developers. He has served in leadership roles for several business trade associations that improve the state’s business climate, including the Waukesha County Business Alliance, Commercial Association of REALTORS Wisconsin, and the Wisconsin REALTORS Association.

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