A Modern Take on Negotiation: Unplugged With Matt, Candice, Brooke and Don
Negotiation isn’t just a boardroom skill – it’s a daily leadership behavior that’s shaped by who you are and how you lead. Why do women statistically negotiate less? Why do younger professionals take a more values-driven approach, while older generations may lead with hierarchy or leverage? And how do your professional experiences – viewed through different lenses like gender, age and leadership style – shape your default negotiation approach?
This session brings together PSA’s CEO, Matt Barnette; and chief experience officer, Candice Aragon; and senior director of learning and marketing, Brooke Erickson, and SIA CEO Don Erickson for a candid conversation that challenges traditional views on negotiation. Through personal stories, generational and gender perspective shifts, and tactical insights from their unique leadership journeys, attendees will leave with a refreshed understanding of how modern negotiation works – and how to do it well.
From building leverage to reading the room, from assertiveness without aggression to knowing when to walk away – this session explores the nuanced strategies required for navigating today’s complex business environments. Attendees will walk away with clear, tangible negotiation tools they can apply in client conversations, team dynamics and upward leadership moments.
Speakers
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Candice AragonChief Experience Officer, PSACandice Aragon is the chief experience officer at the PSA Network. At PSA, Candice leads events like PSA TEC and Convention, oversees Swell, a marketing agency for members, and directs the organization’s strategy on marketing, communications, learning and development. In addition, Candice leads the customer success team. She has over 15 years of marketing, public relations and customer service leadership experience across a wide array of industries, previously serving as a marketing leader in the financial services industry.
She has appeared on national television sharing consumer savings advice and worked on the public relations team at Realtor.com, where she launched the celebrity real estate initiative. She has a master’s degree in strategic public relations from the University of Southern California and a bachelor’s degree in communication and political science from California Lutheran University, where she served as president of its alumni board of directors for many years. Candice was named a Security Systems News 40 under 40, won the Security Industry Association 25 on the Rise in 2023 and Women in Security Forum Power 100 in 2023, 2024, and 2025. Candice is chair of SIA’s Women in Security Forum and on the outreach committee for the Partner Alliance for Safer Schools.
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Brooke EricksonSenior Director of Learning and Marketing, PSABrooke Erickson is the senior director of learning and marketing at PSA Network, where she leads strategic initiatives that drive workforce development, brand growth, and member engagement across the security and AV industries. With over a decade of experience, she brings a unique blend of leadership development expertise and high-level strategy to support industry innovation and professional advancement.
At PSA, Brooke oversees enterprise learning programs, national education initiatives, and provides strategic oversight of the company’s marketing efforts. She is known for building high-impact team(s) and member experiences—from learning paths to industry-wide events—and for championing peer networks, mentorship, and career-building opportunities. A two-time SIA Power 100 honoree, Brooke was also recognized in 2024 as an Emerging Leader Under 40 by Security Systems News and named one of AcceleRISE 25 on the RISE, honoring the industry’s most promising leaders.
Beyond PSA, Brooke serves on the Board of Advisors for the Women in Leadership Program at the University of Colorado and actively contributes to initiatives that elevate women in business. She is also the founder of Soulshine Leadership, a platform dedicated to making leadership development more accessible and inclusive.
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Matt BarnetteChief Executive Officer and President, PSAMatt Barnette is a respected leader in the physical security industry, with more than 30 years of experience driving innovation, growth, and operational excellence across some of the sector’s most influential organizations. His career spans leadership roles in sales, marketing, operations, and executive management, with a reputation for guiding teams through complex transformation and sustainable growth.
Since 2021, Matt has served as President & CEO of PSA Network, the world’s largest consortium of professional systems integrators in security and AV. Under his leadership, PSA has strengthened its market position, expanded member value, and played a critical role in shaping the future of the integrator channel.
Previously, Matt joined Mercury Security in 2016 as President and successfully led the company through its acquisition by HID Global. He remained with HID, overseeing global operations for Mercury while also leading HID Government Solutions and the HID Global Accounts team. In 2020, he was appointed Head of HID’s North America Business Unit, steering the organization through strategic transformation during the global pandemic.
Earlier in his career, Matt spent 12 years at AMAG Technology, ultimately serving as President. His experience there covered a wide spectrum of strategic and operational functions, building a foundation for his broad perspective on the industry’s evolution.
Matt is an active member of ASIS International, BICSI, and the Security Industry Association (SIA). He remains deeply committed to advancing the security integration industry and mentoring the next generation of leaders.
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Don EricksonChief Executive Officer, Security Industry AssociationDon was appointed CEO of the Security Industry Association on Nov. 1, 2011. He previously served as SIA director of government relations from 2006 to 2011.
As CEO, Don leads implementation of SIA’s Board Strategic Framework and oversees SIA’s collaboration with industry and vertical market associations and organizations. He is responsible for management of SIA’s operations and programs including marketing, membership, government relations, education and standards initiatives and serves as the organization’s primary liaison to ISC Events.
Prior to joining SIA, Don served as manager of legislative affairs for Alcatel and legislative director for a trade association representing rural telecommunications providers. He spent six years on the senior legislative staff of U.S. Sen. Rod Grams, where he facilitated the enactment of legislation pertaining to criminal justice, telecommunications and technology policy.
Don has served as a member of several boards including The Catholic University of America Alumni Association, Mission 500, the National Capital Region Security Forum and the IAHSS Foundation. He was selected as a Top CEO by CEO Update magazine in 2013 and by Security magazine as “One of the Most Influential People in Security” in 2018 and inducted into the Security Sales& Integration Security Hall of Fame in 2023. Don currently serves on the U.S. Chamber of Commerce Association Committee of 100 (C100).
