When Not If

Jeff Martinovich had a front row seat to adversity. Twenty years after he founded MICG Investment Management, a billion-dollar firm, adversity came knocking at his door in the form of a federal indictment. He rejected three separate plea offers, standing up for what he believed to be the truth, took his chances at trial, and was convicted and sentenced to 14 years in federal prison. He lost everything: his career, reputation, family, homes, assets, and liberty. All vanished.

While serving seven years of incarceration, Jeff taught himself federal criminal law and twice reversed the trial court’s decisions, two U.S. District Court Judges were removed from his case, and in May 2020 he was released home to begin his journey of rebuilding, turning disadvantages into advantages. When Not If distills the leadership wisdom that grew out of his corporate and legal struggles. True, not every reader will face the kind of adversity Jeff encountered. Circumstances may vary, but Jeff’s tactical and strategic efforts, built upon his 30 years of athletic, military, and entrepreneurial experience, will bear fruit in all critical situations. When Not If gives readers a toolkit of proven practices, behaviors, attitudes, and actionable takeaways that prepare leaders to survive — and thrive over — adversity in whatever form it comes.

A book for turbulent times, When Not If is essential reading for anyone preparing to lead through crisis and change. Through disciplined storytelling, Jeff demonstrates that our greatest adversities do not have to spell the end. Sometimes, they represent a bold beginning.

This is a gripping and inspiring story of resilience and perseverance carefully interwoven with actionable lessons from a CEO who journeyed from zero to a billion only to be reduced back to zero. More powerfully, the CEO’s survival and revival against what he was constantly told were impossible odds provide an inspiring success playbook we all can use when our own black swan event knocks on the front door.

This book is based on a simple value proposition that terrifies every leader: it’s not a matter of if you will get mugged by adversity, it’s when. The crisis could take the form of a pandemic, an accounting scandal, a data breach, or a criminal investigation. How a leader responds has a lasting impact on their job security, reputation, finances, and even their liberty. Most leaders suspect they are ill-prepared. When Not If readies leaders to deal with challenges to their leadership in whatever form adversity arrives.