Vancouver’s largest cloud technology conference is back for its 7th year

On May 23, 2019, Vancouver-based software consulting company Traction on Demand is hosting the seventh annual TractionForce at the Queen Elizabeth Theatre. This year boasts a keynote lineup featuring Aaron Zifkin, managing director for Canada at Lyft; Jennifer Johnston Di Loreto, Salesforce’s senior director of global employer branding; and Alex Honnold, professional rock climber and star of the Academy Award-winning documentary Free Solo.

While each of the speakers operates in a very different capacity, their keynote sessions will similarly explore how defining and staying true to personal and “Collective Whys” has led to growth and success in business.

Zifkin’s keynote opens the conference. He’ll share how Lyft is changing the way people drive, commute, interact and share in an expanding peer-to-peer economy. After lunch, Johnston Di Loreto will explore how Salesforce, ranked second among Fortune’s 100 Best Companies to Work For, is delivering sustained growth while also being a platform for change with its formula to activate each employee’s potential. The conference wraps up with Honnold, whose audacious free-solo ascents of America’s biggest cliffs have made him one of the most recognized climbers in the world. He is also the founder of the Honnold Foundation, an environmental non-profit.

As Greg Malpass, founder and CEO of Traction on Demand, explained, “We’re discovering that it’s becoming more important for organizations to appeal to people on a much more human level. We’re calling it the ‘Collective Why.’ What we’re trying to do with our speakers is drive the conversation around purpose and the fact that a business’ purpose doesn’t have to be any different from a person’s purpose.”

Beyond the keynotes, each attendee has the opportunity to choose from 12 different Tech Talks throughout the lunch break. These sessions explore how businesses and non-profits can invest in technology to solve people, process and organizational challenges and better understand the role of the Collective Why in guiding decision-making and investments.

Sessions that attendees can choose from include:

• Tech Doesn’t Transform Orgs, People Do, with Jarrod Bell, CTO at Big Brothers Big Sisters of America. Want to experience a digital transformation at your non-profit organization? You might be surprised to find out it’s less about the tech and more about your people. Join Bell to learn how to handle the people equation to make your project a success.

• Harnessing the Power of Moments, with Dave Jenkins, vice-president of data-driven marketing at Traction on Demand. Customer-centricity is nothing new. So why do only 14% of marketers feel like they’re putting the customer first? To embrace a customer-centric model, organizations need to recognize the importance of each interaction and create moments of value.

• Scaling with Purpose, with Keith Metcalfe, CEO of Traction Guest. With rapid growth, companies risk losing the connection to their “why.” The power of purpose allows leadership to navigate the needs of investors, customers, employees and partners while scaling a business.

“We’re as dedicated now to educating attendees on the importance of making purpose-driven investments in people and technology as we were seven years ago when the conference first launched,” said Malpass. “We’re really proud of this year’s speaker lineup. Our goal is to continue attracting world-class talent to the stage while keeping the ticket cost at a price point that’s accessible.”

In addition to keynote presenters, this year’s lineup will include speakers Pam Iorio, president and CEO at Big Brothers Big Sisters of America; Mandy Dhaliwal, CMO at Dell Boomi; and Ben Stewart, head of e-commerce for Patagonia, among others. A complete speaker lineup and tickets are available at

Use the code “BIV10” to save 10% on the cost of registration.