Behind the Pages of When It Mattered Most

"It's the story of who was working for you, without you ever knowing."

When the world shut down, associations stepped up. In When It Mattered Most: The Untold Story of How Associations Protected Professions and Saved Industries During the Pandemic, Joanna Pineda, Founder and CEO of Matrix Group International, shares 24 untold stories of how associations helped communities, professions, and industries survive the COVID-19 pandemic, a book she calls a love letter to associations and the stories that need to be told around the world.

Join us for a fireside conversation with Joanna as she walks us through these remarkable accounts and introduces us to the people behind them. She’ll share what inspired her to write When It Mattered Most, reflect on the leadership decisions made in the face of unprecedented uncertainty, and explore the resilience, innovation, and adaptability that defined the leaders who stepped up when they were needed most.

Whether you're leading through uncertainty, navigating change, or want to hear the stories behind the book, this is a conversation you won't want to miss.