When Not If
A CEO’s Guide to Overcoming Adversity

Jeff Martinovich founded MICG Investment Management, a billion-dollar firm. Twenty years later, adversity came when he faced federal indictment. Rejecting three plea deals, believing in his innocence, he went to trial. He was convicted and sentenced to 14 years in prison, losing his career, reputation, family, homes, assets, and freedom. While serving 7 years, Jeff studied federal 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. When Not If distills leadership built upon Jeff's 30 years of athletic, military, and entrepreneurial experience, and wisdom grown from his struggles. Leaders face varying circumstances, but Jeff's toolkit of proven practices, behaviors and takeaways prepares anyone to survive and thrive through crisis. With disciplined storytelling, he shows that adversity doesn't have to spell the end, but a bold new beginning. This gripping, inspiring story of resilience interweaves actionable lessons. The book's value proposition: adversity is inevitable, it's not if but when. How a leader responds impacts their job, reputation, finances and liberty. When Not If readies leaders for challenges to their leadership, no matter the form adversity takes.