When Alex, a seasoned sales rep, is asked to break into the association market, he thinks he knows the playbook: sharp decks, polished talk, fast results.

But associations aren’t just another market. They’re a unique community—driven by purpose, guided by consensus, and built on trust.

To make any headway, Alex will need more than charm and strategy. He’ll need guidance.

Enter Jamie Park—a longtime association executive who’s seen her share of tone-deaf pitches and short-sighted vendors. She doesn’t just show Alex how associations work. She challenges him to rethink how he works.

What follows is a journey of unlearning and relearning—where the real win isn’t just closing the deal, but earning the right to belong.