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Registration is Now Open for TractionForce 2019: The Collective Why

We’re excited to share that registration for TractionForce 2019 is now open and keynote speakers have been announced! We’ll be packing the Queen Elizabeth Theatre with great speakers, engaging sessions and ample learning opportunities for the seventh annual TractionForce on May 23.

Introducing the TractionForce 2019 keynotes

TF19 boasts a new keynote format, featuring Aaron Zifkin, Managing Director for Canada at Lyft and world-renowned rock climber and lead in the Oscar-winning documentary, Free Solo, Alex Honnold. While Alex and Aaron operate in very different capacities, their keynote sessions will similarly explore how defining and staying true to personal and Collective Whys has led to growth and success in business.

TractionForce 2019 - Alex HonnoldAlex Honnold
Professional Rock Climber & Star of the Academy-Award Winning Documentary “Free Solo”
Alex Honnold is a professional rock climber 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. To this day, he maintains his simple “dirtbag-climber” existence, living out of his van and traveling the world in search of the next great vertical adventure.

TractionForce 2019 - Aaron ZifkinAaron Zifkin
Managing Director of Canada, Lyft
With a mission of building cities around people, not cars, Aaron Zifkin shares how Lyft is changing the way people drive, commute, interact and share in an expanding peer-to-peer economy.


Alongside our keynote presenters, this year’s lineup includes speakers from Salesforce, TELUS and Big Brothers Big Sisters of America (BBBSA), with more speakers being announced in the coming weeks.

“We’re introducing a lot of firsts to this year’s TractionForce including a new venue, a ticketed format and Oscar talent,” says Greg Malpass, Founder and CEO at Traction on Demand. “It’s important we continue to find new ways to elevate our event offering which is what drove the decision to shift this year’s format.”

Bringing technology into the conversation

Beyond our keynotes, we’re giving each attendee the opportunity to choose from 12 different Tech Talks throughout the lunch break. These sessions explore how businesses and nonprofits 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.

Here are a few of the sessions attendees will be able to choose from:

  • Tech Doesn’t Transform Orgs, People Do with Jarrod Bell, CTO at BBBSA
    Want to experience a digital transformation at your nonprofit organization? You might be surprised to find out it’s less about the tech and more about your people. Join Jarrod to learn how to handle the people equation to make your project a success.
  • Harnessing the Power of Moments with Dave Jenkins, VP 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.

See you at TractionForce 2019!

Regardless of whether or not your organization has already defined its Collective Why, TractionForce 2019 brings together a collection of individuals and organizations that are excelling at putting their purpose into action. You’ll leave TF19 inspired to define, embrace and act on your organization’s Collective Why.

Learn about all this year’s conference and secure early bird pricing now at You can also check out our full press release here.

A huge thank you to all the sponsors who help make TractionForce 2019 a reality. Without the support of companies like Salesforce, Conga, Dell Boomi, NewVoiceMedia, Altify and Traction Guest, attendees wouldn’t have great access to business and thought leaders.

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