Redirecting.work
Marc Coleman:
Transforming the HR Tech Landscape Through Vision and Resilience
I can remember sitting in my home in the woods, talking with Marc the first time one evening ten years or so ago, watching birds circle high up in the pines. One of the most exciting conversations I can remember. I wished we’d been face to face.
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When I ran the SierraCedar survey, investment analysts used to use the report and talk with me about potential HR tech investments. One had recommended Marc talk with me. That first discussion was about his vision to start a European HR technology conference. His ideas were visionary and I hoped that I’d be able to participate. I recommended he talk to Jason Averbook, Josh Bersin, Naomi Bloom, and mentioned Bill Kutik, at the time the grandmaster of HR Tech in the US. Marc and I continued to talk over the years. He invited me to present numerous times. I did a few presentations, helped identify potential speakers, and grew to love both Marc and Unleash as a
conference that highlighted all the vendors and melded speakers from the tech space with those that encouraged creating a future of work that I want for the world. Imagine a world-famous economist, Josh Bersin, and a Buddhist monk as conference keynoters. Such a wonderful juxtaposition of thoughts from these speakers. Last year, Marc made me cry with joy when he said he wanted to give me a Lifetime Achievement Award in 2023.
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The Catalyst for Change
Marc's first major pivot came around 2008-2010. He had built a great reputation at giving world-class events and wanted to create something even more special. His audience was pushing him to focus on enabling organizations to move to the Cloud, sensing a revolution in HR. HR was designed for HR, but others were beginning to see employee empowerment as a new direction. This was a commercial opportunity he couldn't ignore. The conditions were right to push him towards becoming a successful entrepreneur running a major global conference.
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Success for Marc wasn’t about financial metrics alone; it was about improving reach and scale. He spent six months deeply researching HR tech. His market research confirmed he could succeed by not replicating models like SHRM or HR Tech. He envisioned spectacular events that would set new standards.
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His second major pivot was forced by COVID-19. He didn't have time for extensive research and had to quickly adapt. This led to a transformation towards becoming a media company and, for the time being, away from a FTF conference..
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A New Direction
Marc’s vision for Unleash was clear: "How do we use technology to enable people to learn and do meaningful work?" His ambition, while a driving force, was not his primary motivator. The promise of the Cloud and AI to enable workers excited him. The transformation itself was the true thrill.
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Events became his vocation, where he thrived on making others happy and successful. Unleash became a platform where people found jobs, met life partners, and built businesses. It was a place where the marketplace expanded, and startups got their first big breaks. Marc loved seeing the outcomes and how people’s lives changed because of connections made at Unleash.
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Advice for Aspiring Entrepreneurs
Marc’s journey is filled with lessons for aspiring entrepreneurs:
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Do Your Research: Before making a big pivot, thorough market research is crucial. Understand the landscape and validate your vision.
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Risk Management: Identify and address financial, operational, and reputation risks. Resource allocation is key.
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Focus and Prioritization: Don’t try to do too much too soon. Perfect your core offering before expanding.
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Build and Leverage a Strong Team: “You are only as good as your team,” Marc emphasizes. Coaches can be helpful, but ultimately, founders should listen to the market and their own intuition.
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Resilience in Uncertainty: Both of Marc’s pivots came during uncertain times— the recession of 2008 and the COVID-19 pandemic. Being adaptable and resilient is crucial.
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Support Network: Entrepreneurs often face a lonely journey. Lean on family and friends for encouragement. Having a supportive voice is essential.
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Community and Networking: Events and community building were Marc’s strengths. He thrived on making connections and building a supportive ecosystem.
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Practical Financial Goals: Marc always had a financial runway. Visualizing success and communicating this vision to his team was crucial.
Conclusion
Marc’s story is a testament to the power of vision, resilience, and community. His journey from a respected professional conference manager to a transformative founder of the world’s largest HR tech/future of work conference and media company highlights the importance of thorough research, risk management, and the support of a strong team. Through Unleash, Marc continues to inspire and connect people, creating a vibrant marketplace where lives and businesses are transformed. His advice for entrepreneurs is clear and practical, drawn from his own experiences of navigating uncertainty and building a successful, impactful career.