Keynote Speakers
Nando Parrado
Survivor and Hero of Uruguayan Air Force Flight 571 and Best-Selling Author
Miracle in the Andes
First General Session | 3:30 - 5:30 p.m. | Monday, January 27
Nando Parrado is the hero of the 1972 Uruguayan Air Force Flight 571 rescue. Parrado’s story has been called the greatest survival story of all time as he recounts the extraordinary tale of how he and 15 of his teammates survived for 72 brutal days after their plane crashed into the frozen Andes Mountains over 50 years ago.
The most recent cinematic retelling of their story is the Netflix film, “Society of the Snow,” which has introduced a new generation to Nando’s heroic journey. The film was spearheaded by Oscar-nominated director J.A. Bayona and has received international attention, along with winning numerous awards.
For over three decades, Parrado has moved global audiences by sharing his story of survival, resilience, and determination in the Andes. He is an internationally renowned speaker who, in 2010, was selected as “Best Speaker in the World” by the World Business Forum (New York). While it is almost certain no one has experienced surviving a plane crash at cruising altitude, Parrado believes every listener can strongly relate as we all have our own Andes to conquer.
His story has continued to remain in the limelight — first being told in Pier Paul Read’s 1973 publication of “Alive: The Story of the Andes Survivors.” In 1993, Ethan Hawke portrayed Parrado in the movie “Alive.” Parrado soon debuted as #10 on The New York Times bestseller list as a first-time author with “Miracle in the Andes” in 2006. The riveting story was retold in The History Channel documentary “I Am Alive: Surviving the Andes Plane Crash” in 2010 as well as in a 2023 ABC 20/20 episode “Prisoners of the Snow.”
Nando and his family reside in Uruguay, where he is enjoying early retirement after a successful career in television and entrepreneurship running real estate developments, an ad agency, and a chain of hardware stores. He is now focusing on family and his many hobbies, which include boating, historic race cars, and travel.
Session Sponsor
Ryan Holiday
Best-selling Author and Stoic
Photo by Dawson Carroll
Obstacle is the Way
Second General Session | 3:30 - 5:30 p.m. | Tuesday, January 28
Few writers have done more to bring ancient, timeless wisdom and cutting-edge marketing strategies together than Ryan Holiday. His philosophically driven best-selling books have sold over 10 million copies and spent more than 200 weeks on bestseller lists. His books are taught in colleges and marketing programs around the world, including “Trust Me I’m Lying,” which revealed the massive vulnerabilities (and opportunities) in the global media system in 2012.
At the core of Ryan’s teachings is Stoicism, popularized through his New York Times bestselling books including “Obstacle is the Way,” “Stillness is the Key,” “Ego is the Enemy,” and his latest book, “Discipline is Destiny.”
What is Stoicism? The idea that while we don’t always control what happens to us in life, we always control how we respond. Illustrated vividly with stories from the greats (and not-so-greats) of history, Ryan provides a framework for overcoming obstacles, scaling new challenges, and battling both the ups and downs and life.
In his keynote, Ryan will delve into the wisdom of history’s greatest figures and how they used obstacles as the stepping stones to success. He will share examples from ancient philosophers to modern-day business leaders of how embracing the challenges that stand in our way can help us achieve our goals. He’ll talk about how to turn setbacks into opportunities, how to use adversity to your advantage, and how to find hidden opportunities in every obstacle. You’ll leave with a new perspective on the challenges you face and be equipped with practical strategies to overcome them.
Session Sponsors
Spring Online Book Study of "Right Thing, Right Now"
Join TASA’s Jill Siler this spring as she leads an online book study of Right Thing, Right Now by Ryan Holiday.
It’s free for TASA members; non-members pay $25 for the six-session series.
Be sure to register and secure a copy of the book!
McKenna Reitz
Alopecia Warrior, Educator, and Coach
Igniting Transformation: Leading with Purpose and Impact
Third General Session | 9:45 - 11:15 a.m. | Wednesday, January 29
In “Igniting Transformation: Leading with Purpose and Impact,” McKenna Reitz takes you on an engaging journey into the heart of transformative leadership, built on the pillars of empathy, empowerment, and purposeful action.
Sharing her personal story as an alopecia warrior and her experiences as an award-winning educator and coach, McKenna reveals how authenticity and empathy are the keys to effective leadership.
This keynote challenges conventional approaches, offering a new path toward creating strong connections within teams, fostering a culture of innovation, and establishing an inclusive environment where everyone feels valued. By the end of the session, you’ll leave with a renewed sense of purpose and practical strategies to implement a leadership style that champions trust, encourages creativity, and embraces diversity. The insights gained will help you lead with a clearer vision and a deeper understanding of the impact of empathetic, authentic leadership.
Session Sponsor
