The Engineered Wood Association
APA – The Engineered Wood Association, a nonprofit trade organization representing the U.S. and Canadian engineered wood products industry through testing, market development, and standard setting.
AUDIENCE: Engineered wood manufacturers and affiliates (500 attendees)
LOCATION: Aventura, Florida
CHALLENGE: APA is going through a time of innovation and change as they navigate fluctuating market trends, adapt to evolving building codes, and address misconceptions about engineered wood to promote its adoption in construction projects.
CARA BROOKINS’ SOLUTION:
35-minute keynote presentation
Delivered during APA’s Annual Meeting
Followed by a 60-minute roundtable with industry professionals
Coordinated via Speakers Inc. Bureau
APA’s Annual Meeting gathers the leaders and innovators of the engineered wood industry, professionals who are shaping the future of construction, sustainability, and product development. For their event in Aventura, Florida, the organization needed a keynote that could go beyond market metrics and address the human capacity for resilience and forward thinking.
Cara Brookins delivered a 35-minute keynote that used her personal journey, building a home with her children, as a metaphor for foundational strength. Her presentation drew direct parallels between the mental framework required to rebuild a life and the strategic thinking needed to innovate within traditional industries.
Immediately following the keynote, Cara participated in a 60-minute roundtable discussion, where she continued to engage with leaders on the value of building culture alongside physical infrastructure. The session reinforced APA’s mission to remain at the forefront of not only material development, but the human leadership driving it.
