Joe Primo is the author of What Do We Tell the Children? Talking to Kids about Death and Dying and the former CEO of Good Grief. He serves on the advisory board of OptionB.org at the Sheryl Sandberg and Dave Goldberg Family Foundation. Primo is formerly the spokesperson for the Funeral Service Foundation and president of the National Alliance for Children’s Grief. His work at Good Grief is featured in the MTV documentary Beautiful Something Left Behind.