Pro Speakers Directory

Colonel Bruce Hurd, U.S. Air Force (Retired)

Speaking Topics

  • The importance of personal reinvention and validation of who we are and our unique abilities
  • Our need for resilience and what we can learn from traumatic experiences in our lives
  • Value-based leadership grounded in the AIM POINT principles

Speakers Video



Colonel Bruce Hurd crafted an extraordinary 30-year Air Force career as a pilot and officer – and this book talks about his amazing journey along the way. He excelled as an award-winning squadron and group commander, a visionary leader restructuring U.S. military supply chain processes throughout Europe, and a highly sought-after American diplomat working with foreign governments, among other endeavors. Each of his 16 assignments required him to reinvent himself as he undertook different challenges associated with the new positions he assumed.

Throughout it all, Colonel Hurd is most proud of the outstanding men and women he had the privilege of leading. The units he commanded earned numerous awards, including the Air Force Outstanding Unit Award (twice), the Maintenance Effectiveness Award for best large aircraft maintenance in the Air Force, and the General Spaatz Trophy for best air refueling squadron in the Air Force.

After retiring from the Air Force, Colonel Hurd reinvented himself again as a very successful software development program manager at a large technology company in San Diego. He most recently reinvented himself once more as an author, speaker, and reinvention coach, with a focus on helping people successfully navigate change in their lives through connection with their values and exploring what inspires them.

Colonel Hurd was born and raised in the San Francisco Bay Area. He earned a bachelor’s degree in Business Administration from the University of California at Berkeley and a master’s degree in Systems Management from the University of Southern California. He is also a graduate of the U.S. Army Command and General Staff College and the U.S. Air Force Air War College year-long post-graduate courses of study in residence.


Aim Point

In his thrilling and thoughtful book, Colonel Bruce Hurd vividly describes the adventure, excitement, and triumph he felt during his 30-year career as an Air Force officer and pilot. Through his powerful narrative, often told with a dry wit, readers gain a real appreciation for the rich and full life of a career military officer.

But this compelling novel isn’t just for the military-minded. Additionally, Colonel Hurd talks movingly about confronting the disappointment, fear, and shame arising from very painful and difficult personal ordeals he faced. After great success in numerous leadership positions as an Air Force officer and in his post-military career as a software development program manager, he also speaks to the importance of being able to reinvent ourselves throughout our lives.

Colonel Hurd concludes his book by introducing the reader to his eight “Aim Point” principles that have been his touchstones throughout his life. He has used them each time he has been confronted with the need for personal reinvention. His inspiring book is a must-read for Air Force enthusiasts, anyone confronting deeply personal challenges, and those facing the need for reinvention in their lives.

Aim Point

Contact Information

Phone Number: (858) 688-4974