The story behind Hullabaloo, an unconference for engineering leadership

Akash Bhalla
May 3 · 8 min read

I didn’t “get” conferences

I’ve always struggled with conferences, for many years I *tried* to get myself to enjoy them; I would force myself to go and always come back disappointed. Then for a few years in the middle, I just stopped going. I figured that conferences just aren’t for me, I prefer to learn through other means and I had no desire to burn through a training budget just for the sake of of it.

Recognising the two needs

In hindsight now, I think I was going to conferences with the wrong expectations, and so was setting myself up for inevitable disappointment. I now recognise that there are two different motivations for learning:

Building your toolbox

I believe this is where conferences live. They exist to expand your toolbox of knowledge (very similar to the High Breadth/Low Depth path I explained in this post). Conferences are great for opening your eyes to what’s out there and what other people are working on. It’s not about solving immediate problems or giving you things that you can go back and put into practice; they’re more about building up that toolbox of knowledge that you can then dip into and explore in the future when the need arises.

Solving an immediate challenge

This is what I was expecting from conferences, and is why I was always left disappointed. I would go looking for help with very specific problems I was facing. I had completely unrealistic expectations that the person on stage giving a talk would be able to provide advice that would be immediately useful and relevant to me and my context. What I really craved was conversation, advice and mentoring. I was in the wrong place, looking for the the wrong thing.

The second need

After this realisation, I found myself able to appreciate and value conferences more. My first attempt back into that world was when I attended the Lead Dev conference in 2018 along with Rory, who at the time was a relatively new engineering manager. I really enjoyed the conference, and even now still reference and go back to talks from the event. I recognised it as an opportunity to expand my toolbox, and now I can dip into it when I need to.

An additional motivation

Around the same time, We’d also recently hired our first ever senior Engineering Manager, Vrashabh. In our 1–1s Vrash and I would talk about scaling carwow and building up a brand as a leadership team similar to the reputation we were establishing in the ruby community. We would also talk about places we could go to grow our skills and help the other engineering managers develop and we came to the realisation that many of the leadership conferences we found felt like carbon copies; the same people talking about the same problems and not as many opportunities to learning new things.

Don’t reinvent the wheel

My first instinct was to look for an off-the-shelf solution; I wanted to find something that already existed that I could join. Alas, I had no such luck and it seemed like no such group existed in London (* although, having run this event twice now, I have a newfound appreciation for how difficult building a presence and getting publicity can be, so perhaps something does indeed exist, but I just failed to find it)

Enter, the un-conference

For the past few years we’ve been proud to support codescrum and their great annual Ruby Un-conference. I love the philosophy behind un-conferences and Jairo’s thoughts and motivations behind the ruby un-conference share many similarities with our intentions.

Where do we go from here?

How often?

Our original plan was to make this an annual event. However feedback from the first one and re-thinking the original intentions showed that this didn’t really make sense. This wasn’t about building a large annual event, it was about advice and learning; So for now we’ve settled on doing it every 6 months.


the “bleachers” where we kick off the event


I’m also unsure whether to run these on a weekday like most conferences, or to stick to Saturdays. On one hand, doing it on a weekday may help people who have less disposable time and can come along using their training budget, or negotiate some time off to attend from work. On the other hand some people find this more difficult than a weekend. Thirdly, holding it during the week means that we’ll need to hire a venue, which means charging for tickets, and then a whole bunch of extra work and complications that I don’t want to get into. Nothing works for everyone, so we’ll stick to weekends as it works for me :D

How much?

We also toyed around with the idea of charging prices for tickets. As conventional wisdom goes, charging even a nominal fee helps. I still don’t think I have the experience or knowledge to know what the right answer is, but for now I’m happy keeping it free.

Our philosophy: “Yes, and”

Not wanting to re-invent the wheel, we considered things like a slack group, or turning it into a conference but the entire motivation behind this was to fill a gap. We had no intention of creating an event when we started out, we had selfish needs that we were trying to meet, and in the absence of a solution we attempted to create one. However the same is not true for slack groups and conferences — they’re already there. We don’t want to divide the community, we want to augment it!

hullabaloo — April 2019

carwow Product, Design & Engineering

What happens under the hood at

Akash Bhalla

Written by

Human being. Director of Engineering @ carwow.

carwow Product, Design & Engineering

What happens under the hood at