International Women’s Day (IWD) 2026 is centered on the idea that when you give, you gain. #GivetoGain is not about what you are losing, but what you receive by providing for others. The beauty of this mindset is that it allows for all kinds of support, whether through donations of your time and money, providing resources for those in need, or simply celebrating the accomplishments of women in your life and around the world. No matter how you show up, you are making a difference.
This theme closely aligns with many of our core values here at the Sales Tax Institute, which have been the driving force behind our business for thirty years. Often called the “Pearl Anniversary,” the 30th anniversary is marked by giving pearls as a symbol of wisdom, maturity, and love. Pearls in particular symbolize this milestone because they take time to develop, requiring unwavering patience. Pearls are rare, and discovering them necessitates intention, as their beauty develops out of sight.
In many ways, this anniversary mirrors the #GivetoGain theme—both reflect the rewards that come from long-term commitment, deliberate care, and the willingness to invest in others over time. Bringing the theme of Give to Gain, and our 30th anniversary together, we saw a natural opportunity to turn to the female leaders in our company to seek their pearls of wisdom.
This question directly reflects the heart of the IWD 2026 “Give to Gain” campaign, which encourages us to think about generosity not as sacrifice, but as an investment. By asking it, we invite our leaders to consider the specific actions, resources, and commitments they are willing to offer to advance gender equality in meaningful, tangible ways.
Amanda Cusack, Tax Manager: “To gain gender equality, I will give integrity, expertise, and intentional support. As a leader, I commit to doing the right thing—advocating for fairness, visibility, and opportunity. As a working parent, I give empathy and flexibility, knowing equity means meeting people where they are. And as a coach/mentor, I give my time, knowledge, and encouragement to help others grow. In the spirit of Give to Gain, I believe that when we lead with service, curiosity, and kindness, we create environments where women thrive—and when women thrive, everyone gains.”
Jennifer Adams, Strategic Marketing Manager: “For me, gaining gender equality starts with what I’m willing to give every day: my time, my influence, and my willingness to speak up. I pay attention to voices that are often overlooked, especially those of women who may not self-promote but consistently deliver meaningful work. I give transparency around expectations and opportunities, so success doesn’t depend on who feels most confident in the room.
As a marketing leader to a team of three women, and as a mother to a daughter who is watching how women lead, I also give honesty. I don’t pretend progress is automatic. Progress requires intention, advocacy, and sometimes discomfort. If giving means creating space, challenging assumptions, or slowing down to ensure equity, then that’s what I’m committed to doing. Equality isn’t something we wait for, but rather something we actively build through our choices.”
Trisha Davidson, Director of Client Operations: “I will continue to give my all to support women through collaboration, mentoring, and celebrating the success of other women. To the extent that I can be a resource to other women, I will give my time, insights, and support. I will continue to support organizations that support women and women’s education through donations of money, time, and service.”
Diane Yetter, President: “In my role as a leader, I look for opportunities to promote and celebrate women in not only the sales tax field but also in the broader accounting and financial services sectors. For our Sales Tax Institute faculty, I look for inspiring female faculty members to join our sessions and have brought on a few amazing instructors over the last few years. I also recommend women for speaking opportunities in organizations where I am asked to speak and have advocated for more balanced and diverse panels at these organizations.
In our Women To Watch in Sales Tax series, I have had the opportunity to celebrate and promote women in sales tax at all levels in their careers. We are looking to expand this series to profile more women in 2026. Over the years, we have talked to almost 90 women.”
Our core value of Being in Service is foundational to how we show up for each other and our communities. This question encourages reflecting on how to embody that value in practice and how different approaches create pathways for other women to thrive.
Amanda: “Being in service, to me, starts with how I show up for my team every day. As a tax manager with two direct reports and a shared leadership role over a broader team of four, I see my responsibility as more than managing work—it’s about supporting people. That means making time to answer questions, sharing context so no one feels left out of the “why,” and helping remove obstacles that can slow confidence or progress.
Co-managing with another leader has reinforced that service also looks like collaboration and trust. When leadership is aligned and supportive, it creates stability for the team and space for everyone to do their best work.”
Jennifer: “Being in service means creating the conditions for others to succeed. In my role, that starts with clarity. I focus on translating strategy into priorities, aligning work with purpose, and removing obstacles so my team can operate confidently and effectively.
Being in service also requires advocacy. I ensure contributions are visible, credit is shared accurately, and impact is clearly communicated. When women are supported with both opportunity and accountability, they develop confidence, capability, and momentum. My job isn’t to have all the answers. It’s to remove barriers so my team can do their best work. I ask: What do you need to grow? Where do you want to go? How can I help you get there?
Being in service can look like coaching through uncertainty, advocating for visibility, offering stretch opportunities, or simply creating a space where questions and curiosity are welcomed. When women feel supported and trusted, they take smarter risks, and that’s where real growth happens.”
Trisha: “Being in service embodies the mindset of giving to others – whether family, friends, colleagues and peers, clients, community, the next generation, or those we have not had the pleasure to meet yet. When I’m in service, I am a resource in terms of giving time, respect, admiration, credit, and opportunities for growth and advancement. I want others to have greater opportunities with fewer barriers than my generation experienced.”
Diane: “To me, being in service means giving of my time, talent and treasure to support people and organizations that work to better this world. How I have used that to promote and support the success of women is through my involvement in a few different organizations as well as through my financial investment in these organizations. I have been a member of NAWBO (National Association of Women Business Owners) and actively engage with the Chicago chapter through a Business Exchange Group. In this group, I have led our education focus, where we identify topics of interest to our group to help us grow our business. I am a regular presenter on a variety of topics. Our company has also been a sponsor of NAWBO Chicago.
As a member of the University of Kansas School of Business Dean’s Advisory Board, I’ve had the opportunity to support the Women in Finance group and have hosted them on their trips to Chicago. During these events, I met the amazing women who are the future and have had the opportunity to engage with them and share my journey as a woman business owner. I also serve as a Trustee for the KU Endowment Association, and as a member of its Governance Committee, I have been a strong advocate for diversity of the trustee board. This important university leadership organization must look more like the student body it is supporting.”
Every leader is shaped by their identity, lived experience, and personal leadership style. By posing this question, we highlight the richness and diversity within our leadership team and illuminate the distinct contributions women bring to their roles.
Amanda: “One of the strengths I bring to my leadership is a balanced perspective shaped by both experience and empathy. As a manager and working parent, I’m very aware that people bring more than just their job titles to work, and I try to lead in a way that recognizes the whole person. That perspective helps me create an environment where team members feel comfortable asking questions, raising concerns, and growing into their roles.
I also bring a collaborative leadership style. Comanaging a team has reinforced the importance of listening, sharing context, and valuing different viewpoints. I don’t see leadership as having all the answers—I see it as asking thoughtful questions, encouraging dialogue, and helping others connect the dots. My background in tax has taught me the value of precision and accountability, but my approach as a leader is centered on approachability and trust.
Ultimately, I try to lead with consistency and intention. I want my team to know they’re supported, that their work matters, and that growth—both technical and personal—is encouraged. That combination of clarity, empathy, and collaboration is what I believe makes my leadership effective.”
Jennifer: “One of my core strengths as a leader is empathy paired with accountability. I deeply care about integrity, devotion to the work, and kindness. I also believe clarity and high standards are acts of respect. People do their best work when expectations are clear, and the support is genuine.
My perspective is also shaped by my curiosity mindset. I genuinely enjoy learning, whether that’s a new tool, a different way of thinking, or a team member’s unique approach. I encourage experimentation and ask “why?” often, not to challenge for the sake of it, but to help us grow stronger together.
Being a working mother has also grounded my leadership style. I understand that people are whole humans with lives beyond work, and that trust and flexibility are critical to sustainable success.”
Trisha: “Respect is one of my top core values. When a person is not given a seat at the table or the chance to show what they can do without being pre-judged, they are already starting out at a disadvantage. That is not equality, and that is frustrating to see or experience. When we practice giving everyone respect and the opportunity for growth and development, it affords an environment that is rich for flourishing. We should be setting others up for success. As a leader, my purpose is for the betterment of the company, team, individual, and all of those whom we serve. I consider myself to be a leader who is here to serve and support others with respect.”
Diane: “As a woman leader, I think I bring a welcoming and empathetic perspective to our team. I believe that the environment and culture of a company can influence its success and the satisfaction of its team members. I have worked hard to create an inclusive, collaborative and supportive organization. I also believe I am a strong communicator and can help translate complex ideas and concepts in different ways to different audiences. I’ve often been called the “translator” on some of our projects with clients.
I also think I have demonstrated persistence and resilience over our history. Building and running a business isn’t always easy and smooth. I have been able to pivot and adapt to changes in tax law, technology and business practices as well as to changing market conditions. When COVID shut down in-person events, that didn’t deter us. We pivoted and were able to still hold our event about a month after everything changed in the world. Having the ability to solve problems and see solutions is something I bring as a leader.”
As we celebrate our Pearl Anniversary, we’re also looking ahead to what the next chapter of leadership will require. This question links our milestone year with our core value of Curiosity & Growth, investigating how continuous learning and exploration will guide the future of the company.
Amanda: “As we celebrate 30 years, I’m struck by how much our success has depended on a willingness to keep learning and evolving. Curiosity and growth aren’t just values we talk about—they’re what has allowed us to stay relevant in an everchanging tax landscape. Looking ahead, I see the next era of leadership being shaped by leaders who are comfortable asking questions, seeking input, and recognizing that growth doesn’t stop once you reach a certain title or level of experience.
On a personal level, curiosity has pushed me to deepen my expertise while also learning how to be a better leader—listening more, staying open to different perspectives, and being willing to adapt my approach. I believe the strongest future leaders will be those who model that same mindset for their teams: encouraging continuous learning, supporting development, and creating space for people to stretch and grow. That commitment is what will carry us forward well beyond our first 30 years.”
Jennifer: “Reaching a 30-year milestone is a reflection of adaptability. Organizations that endure are those that continue to learn, listen, and evolve. As we look ahead, curiosity and growth will be essential to shaping leaders who are agile, inclusive, and invested in developing others.
Curiosity enables leaders to ask better questions, seek diverse perspectives, and navigate change with humility. Growth is reflected in how intentionally we build talent by creating clear development pathways, strengthening leadership skills, and fostering a culture where learning is expected and supported.
The next era of leadership will not be defined solely by results, but by the ability to scale people. When curiosity is paired with service, organizations create environments where innovation and inclusion reinforce one another. That is how we honor the past and build a strong, sustainable future.
Being a working mother has also grounded my leadership style. I understand that people are whole humans with lives beyond work, and that trust and flexibility are critical to sustainable success.”
Trisha: “A milestone such as 30 years in business is something that deserves recognition and celebration. As sales tax evolves daily with all the nuances of the states’ tax laws and of tax technology systems, it excites me to think about all the possibilities of the present and future. Being in the sales tax world for 35 years, I am engaged daily in what is changing and leaning into curiosity to ask what the impact is and what the options are. The possibilities on the horizon are endless as our work progresses with technology and talent. Those who have the mindset to stay curious and analytical while giving of themselves to others are the ones to watch when I think of what’s next for our company and for its leadership.”
Diane: “This is a momentous time in our history. As I look back over these 30 years, so much of what we have done came from our curiosity. I’m always looking for what isn’t obvious and being curious about not only what is said but what isn’t shared. As our team has grown, this has been a cornerstone of who we all are – a team that asks questions and doesn’t make assumptions. Having this as one of our values demonstrates how important this is for not just our leadership team but every team member. There are plenty of people that can help companies manage their sales tax obligations, but what we want to be known for is that we are the group that helps a company manage its sales tax risk and find ways to eliminate sales tax competitive inequity. This can happen when we truly understand a business and the tax rules that govern their industry. By empowering our entire team to ask questions and continue their learning, we can discover new ways to think about solving challenges.”
When weighing the scales of what you give and what you gain, the results are not always immediately visible. Progress takes time, and the most meaningful outcomes—like the formation of a pearl—emerge only through patience, care, and consistent effort. Viewed together, these pearls of wisdom reveal something unmistakable: there is no hiding the beauty of our team’s passion and dedication not only to supporting our students, but also to each other.
The Sales Tax Institute has always been a place committed to empowering people of all backgrounds, and this commitment shines even more brightly in our milestone year. So, as we celebrate our 30th anniversary, we invite you to reflect on your own journey and share your pearls of wisdom by asking yourself: What would you give to gain gender equality?