She Counts

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https://www.linkedin.com/in/nancy-mcclelland-cpa

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https://www.linkedin.com/in/questian-telka-ea-78383666

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This podcast is a production of Earmark Media

1 week ago

1 hour 9 minutes

She Counts

Designed Without Us

Twyla Verhelst joins Nancy and Questian to explore why women accountants are slower to adopt AI and why that matters more than you might think. From biological risk aversion to the "cheating" stigma, Twyla unpacks the unique barriers women face with technology while revealing how every prompt we enter (or don't enter) is actively training these tools. If we don't take our seats at the AI table now, we're allowing these transformative technologies to be designed without our input, our communication style, and our needs in mind.

Sponsors
Forwardly - https://www.forwardly.com/shecounts
Justine Lackey's The Incubator - https://justinelackey.com/register
Keeper - https://keeper.app/shecounts/

(00:00) - Welcome to She Counts Podcast
(03:42) - Twyla's Journey with AI
(06:38) - Challenges Women Face with Technology
(19:37) - The Importance of Women's Input in AI
(27:19) - Real-World Examples of Gender Bias in Tech
(35:26) - Encouragement and Tips for Women in AI
(41:41) - The Value and Risks of AI Tools
(42:04) - Women and Technology Adoption
(44:35) - Learning in Community
(49:28) - Practical Uses of AI
(52:12) - The Importance of Communication
(57:31) - Meeting Transcripts and Note-Taking
(01:02:24) - Fun and Practical AI Applications
(01:05:44) - Twyla's Role in AI Education
(01:07:25) - Conclusion and Resources

Resources

Twyla Verhelst on LinkedIn - https://www.linkedin.com/in/twylav/
TB Academy (Twyla & Byron’s AI classes) - https://learn.tbacademy.ai/courses
Karbon - https://karbonhq.com/mid-sized-firms/
Erin Pohan on LinkedIn - https://www.linkedin.com/in/erinpohan/
WAVE - https://cec4-erin.systeme.io/0cc9badd
Bookkeeping Buds - https://www.bookkeepingbuds.com/
Theresa Sutter on Bookkeepers on Fire - Bookkeeper On Fire | Theresa Sutter - YouTube
Ashley Francis on LinkedIn - https://www.linkedin.com/in/ashley-francis-seattle/
Jennifer Dymond - https://www.linkedin.com/in/jenndymond/
Scaling New Heights - https://www.woodard.com/scaling-new-heights-2026
Mary Delaney, Karbon CEO - https://www.linkedin.com/in/marywdelaney/
Chad Davis - https://www.linkedin.com/in/chaddavis1/
Jason Staats - https://www.linkedin.com/in/jstaats/
Tam Nguyen - TechwithTam.com
Mike McDerment, Freshbooks Founder on LinkedIn - https://www.linkedin.com/in/mike-mcderment-68895a1/
Cheryl Sandberg - https://www.linkedin.com/in/sheryl-sandberg-5126652/

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https://www.linkedin.com/in/nancy-mcclelland-cpa

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https://www.linkedin.com/in/questian-telka-ea-78383666

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Amplifying Women Who Count: The Wave of Women’s Conferences Shaping Accounting

This podcast is a production of Earmark Media

3 weeks ago

1 hour 12 minutes

She Counts

Sponsors
Forwardly - https://www.forwardly.com/shecounts
Justine Lackey's The Incubator - https://justinelackey.com/register
Keeper - https://keeper.app/shecounts/

Nancy and Questian sit down with three powerhouse conference organizers who are reshaping the accounting event landscape: Sharrin Fuller (AFWA Women Who Count), Erin Pohan (WAVE Conference), and Madeline Reeves (Advisory Amplified tour). These women discuss pricing psychology shaped by wage gaps, navigating traditional gender roles as primary breadwinners, and why smaller, women-led conferences create space for vulnerability and real connection that larger industry events often miss. The conversation explores everything from the loneliness of firm ownership to getting a seat at the table without being labeled "emotional," and highlights three of the most important educational opportunities of the year.

Resources

Madeline Reeves on LinkedIn - https://www.linkedin.com/in/madelinefearless/
Sharrin Fuller on LinkedIn - https://www.linkedin.com/in/sharrinfuller/
Erin Pohan on LinkedIn - https://www.linkedin.com/in/erinpohan/
Advisory Amplified - https://www.advisoryamplified.com/
Women Who Count - https://www.afwa.org/women-who-count/
WAVE - https://cec4-erin.systeme.io/0cc9badd
Twyla Verhelst on LinkedIn - https://www.linkedin.com/in/twylav/
Twyla & Byron’s AI class - https://learn.tbacademy.ai/courses
Cindy Schroeder on LinkedIn - https://www.linkedin.com/in/brightbooks/
Bookkeeping Buds - https://www.bookkeepingbuds.com/
Carla Caldwell on LinkedIn - https://www.linkedin.com/in/carlacaldwell/
Mariette Martinez on LinkedIn - https://www.linkedin.com/in/mariettemartinez/
Bridging the Gap Conference - https://www.btgconference.com/

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https://www.linkedin.com/in/questian-telka-ea-78383666

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Build The Business You Really Want

This podcast is a production of Earmark Media

1 month ago

1 hour

She Counts

Justine Lackey thought she wanted to build a million-dollar bookkeeping firm – until she recognized the roadmap to get there was literally causing her physical pain. She realized that chasing revenue without building systems creates a "runaway bus" business, and rebuilt her company to harness sustainable growth and serve clients better. She shares the difference between vertical growth (more clients, more money) and lateral growth (better processes, stronger foundation) and reveals the mindset shift that helped her see her firm as a sellable asset… and why she now teaches other women to define success on their own terms.

Sponsors
Forwardly - https://www.forwardly.com/shecounts
Justine Lackey's The Incubator - https://justinelackey.com/register
Keeper - https://keeper.app/shecounts/

(00:00) - Welcome to She Counts
(02:30) - The Accidental Virtual Bookkeeper
(05:10) - Learning What You Actually Want
(07:40) - The Biggest Mistakes: Lack of Clarity and External Pressure
(11:40) - The Road to 3 Million and Physical Pain
(16:10) - Ethical Leadership and Hard Conversations
(20:33) - Client Relationships and Being Nice
(24:43) - Lateral Growth vs Vertical Growth
(30:23) - What Happens When You Skip the Foundation
(35:44) - Every Firm Owner Wants Help
(39:44) - Technology as People: Finding Your Fit
(45:44) - Building an Asset You Can Sell
(52:41) - The Modern Firm Challenge
(58:21) - Where to Find Justine and Final Thoughts

Resources:

Justine Lackey on LinkedIn - https://www.linkedin.com/in/justinelackey/
The Modern Firm Challenge with Justine Lackey
- Redesign How You Work, Think, and Earn With This 5-Day, High-Touch Guided Experience September 15th - September 20th, 1-2pm ET on Zoom
- Register here - justinelackey.com/register
  - Day One The 5-Star Client Experience - Systemize the 4 steps to pristine, polished bookkeeping no matter what your client’s business is, or what their books look like
  - Day Two Client Onboarding Secrets - My secrets for getting every client started on the right foot so they pay, stay, and do things YOUR way
    Day Three The Month-End Close Workflow - Learn to nail your month-end deadlines so you can stress less, and earn more.
  - Day Four Pricing Confidence – Discover how to raise your rates without fear, attract clients who respect your value, and talk about pricing with ease.
  - Day Five YOUR Business Breakthrough LIVE – Bring your top business challenge for rapid-fire 1:1 coaching. PLUS, discover my Two-Minute Tool to crush overwhelm and create a clear, step-by-step action plan—no matter what you’re facing.
‘Ask a CPA’ free “Bookkeeper’s Guide to Annual Reviews” - https://www.thedancingaccountant.com/bookkeepers-guide-to-annual-reviews/
Melissa Miller-Furgeson: “Defining & Attracting YOUR Ideal Client” - https://youtu.be/3TQl5jpGYjk?si=4c9pf3YOQCPjUGnz&t=989
“Built to Sell: Creating a Business That Can Thrive Without You” by John Warrillow - https://www.goodreads.com/book/show/10075698-built-to-sell

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https://www.linkedin.com/in/questian-telka-ea-78383666

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This podcast is a production of Earmark Media

1 month ago

1 hour 1 minute

She Counts

Still Under Glass

The accounting profession starts with gender parity… but ends with a massive leadership gap – and the discrepancy has nothing to do with either talent or capability. This episode examines the structural issues that cause firms to lose women mid-career, from unconscious bias in performance reviews to assumptions about working mothers. Nancy and Questian break down the research on interruption patterns, pay disparities, and the "motherhood penalty," then offer concrete ways leaders can create more equitable pathways to partnership.

Sponsors
Forwardly - https://www.forwardly.com/shecounts
Justine Lackey's The Incubator - https://justinelackey.com/register
Keeper - https://keeper.app/shecounts/

(00:00) - Introduction and Episode Overview
(00:50) - The Gender Gap in Accounting Leadership
(02:18) - Challenges Women Face in the Workplace
(07:13) - Personal Stories and Experiences
(11:06) - Addressing Unconscious Bias
(22:09) - Actionable Solutions for Change
(29:56) - A Friend's Struggle and Workplace Flexibility
(30:44) - The Pay Cut and Its Long-Term Impact
(32:29) - The Importance of Flexibility in the Workplace
(34:19) - Luma Accounting: A Solution for Flexible Work
(36:28) - Closing the Gender Pay Gap
(38:31) - Transparency in Compensation
(41:32) - Negotiation Challenges for Women
(45:34) - Client Assignments and Competence
(46:26) - Training and Support for Business Growth
(49:00) - Addressing Microaggressions and Bias
(53:36) - Intentional Leadership and Cultural Change
(55:04) - Final Thoughts and Call to Action

Resources

Despite equal entry rates, women hold only about 19% of partner positions in CPA firms nationwide.
- https://www.aicpa-cima.com/resources/landing/diversity-equity-and-inclusion
- https://www.icpas.org/information/copy-desk/insight/article/spring-2023/inspiring-progress-a-look-at-the-state-of-women-in-accounting
In broader business contexts, women occupy 14.3% of executive officer roles.
- https://us.aicpa.org/career/womenintheprofession/genderissues?utm_source=chatgpt.com
3 Ways to Empower the Women at Your Firm - Jodi Chavez of CPA Practice Advisor
Why women leave firms — and what we can do about it - Joey Havens of Journal of Accountancy
Robin Williams - The Day Dad Made Toast” from “Free To Be… a Family”
- https://youtu.be/cIVnuzRf2fE?si=gEDRslsh2DqgkTK9
Women+Workplaces - a community for workplaces that see the value of workers long on skills but short on time and specific availability, and women that have great skills and want to work but need jobs that can accommodate personal situations.
- https://sites.google.com/rawbookspdx.com/womenplusworkplaces/home
Jason Ackerman on LinkedIn - https://www.linkedin.com/in/jasonlackerman/

SPONSORS: Forwardly, Justine Lackey's The Incubator, Keeper,

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This podcast is a production of Earmark Media

2 months ago

57 minutes

She Counts

The Elevation of Empathy

Dawn Brolin, CPA, CFE and author of "The Elevation of Empathy," shares her raw story of surviving a toxic partnership where she endured cruel comments about her weight and appearance, and how that shaped her perspective on leading with empathy. Through personal examples including her own leadership failures at work and lessons from her time as a softball coach, Dawn reveals how empathy can be cultivated, practiced, and wielded as a strategic advantage. The conversation tackles the unique challenges women face when leading with empathy, the emotional labor often expected of female managers, and why caring for others doesn't make you weak – but does make you dangerous to systems built on indifference.

Sponsors
Forwardly - https://www.forwardly.com/shecounts
Justine Lackey's The Incubator - https://justinelackey.com/register
Keeper - https://keeper.app/shecounts/

(00:00) - Introduction & Welcome
(01:00) - Meet Dawn Brolin - The Designated Motivator
(02:00) - What Motivated the Book
(04:00) - Partnership Pain
(07:00) - Learning From Bad Examples
(11:00) - Unconditional Love, Conditional Involvement
(14:00) - How to Address Lack of Empathy in Others
(16:00) - Empathy Can Be Learned
(24:06) - Dawn's Leadership Fail - The Softball Story
(28:06) - Tools for Building Empathy - Practice Mindfulness
(36:58) - Asking for Feedback as a Leader
(41:28) - Validation vs. Solutions
(43:28) - Women Penalized for Empathy at Work
(45:28) - Managing Team Wellbeing - The Extra Load
(54:25) - "I Hurt and I Keep Going"
(59:22) - Vulnerability as Strength Panel
(01:01:22) - Give and Accept Empathy
(01:06:22) - Closing Quote

Links

Dawn Brolin on LinkedIn - https://www.linkedin.com/in/dawnbrolin/
Dawn Brolin “The Elevation of Empathy” book - https://dawnbrolin.com/books/
Accounting Cornerstone Foundation - https://accountingcornerstone.org/
Crisis Text Line - https://www.crisistextline.org/
Randy Crabtree’s Unique CPA podcast - https://tri-merit.com/podcast/presenting-the-she-counts-podcast/
Bridging the Gap conference - https://www.btgconference.com/
Brad Smith - https://braddsmith.com/
John Garrett - What’s Your ‘And?’ - https://whatsyourand.com/
Mike Payne on LinkedIn - https://www.linkedin.com/in/michaelpaynejdcpa/
Kellie Parks on LinkedIn - https://www.linkedin.com/in/kellie-parks/
Catalyst 2022 Study - https://www.catalyst.org/insights/2022/emotional-tax-teams
Deloitte, “Women @ Work 2023: A Global Outlook” - https://www.deloitte.com/content/dam/assets-shared/docs/collections/2023/deloitte-women-at-work-2023-a-global-outlook.pdf
Katelyn Carey TEDx Talk: “The Problem with Empathy” - https://www.youtube.com/watch?v=987xaGgb2XQ
The Audre Lorde Project - https://alp.org/

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This podcast is a production of Earmark Media

2 months ago

1 hour 2 minutes

She Counts

Don’t Call Me Darlin’

Nicole Davis, Forbes Top 200 CPA and CEO of Conscious Accounting, shares her journey from being called "darling" in client meetings to becoming a force who dominates every room she enters. She candidly offers advice on how to feel like you own a room… that wasn’t “built” with you in mind. She reveals how true power isn't about titles or corner offices, it's about owning your story and making others accept who you are on your terms. Nicole discusses why women are uniquely positioned to lead the AI revolution in accounting, the critical difference between mentorship and sponsorship, and how showing up as your authentic self gives others permission to do the same.

Sponsors
Forwardly - https://www.forwardly.com/shecounts
Justine Lackey's The Incubator - https://justinelackey.com/register
Keeper - https://keeper.app/shecounts/

(00:00) - Introduction and Episode Overview
(00:51) - Meet Our Guest: Nicole Davis
(02:33) - The Story Behind 'Don't Call Me Darling'
(04:57) - Defining Dominance and Power
(11:04) - Representation and Role Models
(18:35) - Breaking Barriers in Male-Dominated Fields
(25:43) - Proving Yourself and Gaining Respect
(36:30) - Maintaining Leadership Identity
(37:18) - Balancing Warmth and Firmness
(39:28) - Flying Your Freak Flag
(42:18) - Embracing AI in the Workplace
(49:13) - Women and Tech: A Perfect Match
(01:01:47) - The Power of Sponsorship
(01:06:48) - Final Thoughts and Farewell

Links

Nicole Davis on LinkedIn - https://www.linkedin.com/in/nicoledaviscpa/
Nicole Davis in recent Forbes article - https://www.forbes.com/sites/kellyphillipserb/2025/07/01/getting-to-know-you-tuesday-nicole-davis-cpa/
Kelly Phillips Erb on LinkedIn - https://www.linkedin.com/in/taxgirl/
Ruth Bader Ginsburg quote: “Women belong in all places where decisions are being made. It shouldn't be that women are the exception.” - https://www.goodreads.com/quotes/10433440-women-belong-in-all-places-where-decisions-are-being-made
Presence is Power - https://www.goodreads.com/book/show/23168536-presence-is-power
Theatre of Public Speaking Fall Cohort begins August 6th! - https://publicspeaking.mistymegia.com/bundles/tops-fall25?ref=857055 - contact shecounts@thedancingaccountant.com for a 20% off discount code
Ashley Francis on LinkedIn - https://www.linkedin.com/in/ashley-francis-seattle/
Lisa Simpson on LinkedIn - https://www.linkedin.com/in/lisasimpsoncpa/
AICPA Town Halls on YouTube - https://www.youtube.com/playlist?list=PLkLAoUtMuQEP70ZfJdnL_nFmaBRl5C_HQ
Jeff Drew on LinkedIn - https://www.linkedin.com/in/jeffdrewjoa/
“Rewrite the guest list so that your name is on it.”

Fabulous Nicole Davis quotes:

"I used to do things to prove others wrong, but now I do things to prove myself right."
"Authenticity is your permission slip."
“Flying your freak flag is like broadcasting your wifi – others will get your signal!”
"Mentors guide but sponsors vouch."

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https://www.linkedin.com/in/questian-telka-ea-78383666

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Space to Serve Well: The Beauty of Boundaries

This podcast is a production of Earmark Media

3 months ago

1 hour 9 minutes

She Counts

Recorded live at Scaling New Heights, Nayo Carter-Gray shares her hard-won wisdom on setting client boundaries, and her frustration in receiving a scathing one-star review that turned into a teaching moment. From effective communication skills, to tools such as using answering services and shared email inboxes, to crafting the perfect out-of-office message and managing client expectations through education… she reveals how clear strategies and proactive systems create better client relationships, not damaged ones. You'll learn why "no" is a complete sentence and discover practical tools to protect your time without the guilt.

Sponsors
Forwardly - https://www.forwardly.com/shecounts
Ignition - https://www.ignitionapp.com
Keeper - https://keeper.app/shecounts/

(00:00) - Introduction and Welcome
(01:34) - First In-Person Podcast and Guest Introduction
(02:03) - Episode Topic: The Beauty of Boundaries
(03:29) - Nayo's One Star Review Story
(07:02) - Setting Boundaries in Client Relationships
(13:42) - Automation and Client Communication
(25:16) - Effective Communication Strategies
(28:19) - Team Communication and Client Management
(29:12) - Shared Email Inboxes and Tools
(30:10) - Setting Realistic Expectations
(31:29) - Time Management Techniques
(33:52) - Importance of Personal Time
(35:58) - Proactive Communication and Boundaries
(38:22) - Email Management Strategies
(49:16) - Acknowledgements and Closing Remarks

Links mentioned in this episode:

Nayo Carter-Gray - https://www.linkedin.com/in/nayocartergray/
First Step Accounting - https://1ststepaccounting.com/about/
Accounting Cornerstone Foundation - https://accountingcornerstone.org/
Bridging the Gap conference - https://www.btgconference.com/
The Net Gains - https://www.thenetgains.co/
Scaling New Heights - https://www.woodard.com/scaling-new-heights-2026
Hope Brown on LI - https://www.linkedin.com/in/hope-brown-msa-afsp-463a44239/
Insightful Accountant - https://insightfulaccountant.com/
The Proposal & Beyond: Designing an Effortless Client Onboarding Experience - Insightful Accountant w/ Questian Telka - https://hubs.li/Q03wDSSD0
Out-of-Office Message Template:
- Dear [Client's Name],
  From [start date] to [end date], I’ll be taking some much-needed time off.
  For urgent matters, please contact [Colleague’s Name].
  I value our partnership and assure you that all tasks will be handled with the same dedication and efficiency.

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https://www.linkedin.com/in/questian-telka-ea-78383666

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This podcast is a production of Earmark Media

3 months ago

52 minutes

She Counts

Do It Anyway

Nancy and Questian dive deep into the difference between fearlessness and courage, sharing vulnerable stories: about becoming a dancer at age 40, speaking to a room of hundreds of people, and starting their own businesses. They explore why saying "don't be afraid" misses the point—true courage isn't the absence of fear, but choosing to act despite it. From imposter syndrome to asking for money, they discuss the specific fears women in accounting face and offer practical tools, such as: affirmations; breaking down scary tasks; remembering your “why”; and borrowing confidence from mentors.

Sponsors
Forwardly - https://www.forwardly.com/shecounts
Ignition - https://www.ignitionapp.com
Keeper - https://keeper.app/shecounts/

(00:00) - Welcome to She Counts: Today's Topic: Courage and Overcoming Fear
(01:26) - Nancy's Story: Dancing at 40
(06:48) - Questian's Story: Improv Class Challenge
(13:24) - Facing Public Speaking Fears
(19:21) - The Importance of Vulnerability
(26:44) - Balancing Family and Career
(32:02) - Challenges of Running Your Own Firm
(35:16) - Embracing Fear and Doing It Anyway
(39:53) - Overcoming Fear of Heights: Skydiving Story
(42:54) - The Power of Training and Facing Fears
(47:10) - Affirmations and Tools for Facing Fear
(55:47) - The Importance of Community and Mentorship
(01:02:36) - Final Thoughts and Encouragement

Links mentioned in episode:

Ashley Francis - Kitchen Table Automations - https://www.kta.ai/
Financial Cents WorkflowCon - Nancy teaches the Time Warp - https://www.youtube.com/watch?v=4dwFyP3M824&t=437s
Kate Johnson - Bookkeeping Side Hustle - https://www.youtube.com/live/0Ze2ayjEFSk
Misty Megia - https://www.instagram.com/misty_megia/
Geni Whitehouse - https://geniwhitehouse.com/

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https://www.linkedin.com/in/questian-telka-ea-78383666

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This podcast is a production of Earmark Media

4 months ago

1 hour 6 minutes

She Counts

Break Free From Burnout

Burnout coach and CPA Lynnette Oss Connell joins us and shares her personal journey from running a successful accounting practice while juggling five kids, to recognizing and addressing signs of complete burnout. She explains how women experience burnout differently than men due to biological and social factors, and why 99% of accountants struggle with chronic stress. Lynnette introduces the concept of time versus energy management audits, as well as different strategies for burnout prevention versus recovery. Lastly, we discuss the critical importance of building authentic community before crisis hits.

Sponsors
Forwardly - https://www.forwardly.com/shecounts
Ignition - https://www.ignitionapp.com
Keeper - https://keeper.app/shecounts/

(00:00) - Welcome to She Counts
(00:44) - Introducing the Topic: Break Free from Burnout
(00:58) - Meet Lynnette Oss Connell: The Burnout Bestie
(02:25) - Lynnette's Journey Through Burnout
(03:45) - The Importance of Community and Support
(06:21) - Balancing Efficiency and Emotional Well-being
(15:08) - Energy Audits and Work-Life Balance
(20:47) - Lynnette's Decision to Transition Out of Her Firm
(24:08) - Understanding Burnout in Accounting
(27:28) - Managing Stress and Preventing Burnout
(31:50) - The Gift of Reactivity in Retail
(32:49) - Burnout in Women: A Unique Experience
(33:13) - Understanding Stress Responses
(35:52) - Symptoms and Diagnosis of Burnout
(39:38) - Prevention vs. Recovery
(44:00) - Subtle Red Flags of Burnout
(46:48) - Building Resilience and Community
(54:13) - Personal Stories and Final Thoughts

Links:

Lynnette Oss Connell’s website - https://www.burnoutbestie.com/
Lynnette Oss Connell on LinkedIn - https://www.linkedin.com/in/lynnette-oss-connell-cpa/
Lynnette Oss Connell on Instagram - https://www.instagram.com/burnoutbestie/
Theatre of Public Speaking - https://publicspeaking.mistymegia.com/bundles/tops-fall25?ref=857055
99% of Accountants Suffer Burnout: Study - https://www.cfodive.com/news/most-accountants-suffer-burnout-study/627850/
Book - “Burnout: the Secret to Unlocking the Stress Cycle” by Emily & Amelia Nagoski - https://www.goodreads.com/book/show/42397849-burnout
Bridging The Gap panel hosted by Questian - https://www.btgconference.com/event/tech-ai-bounce-back-build-forward/
Shirley Koss on LinkedIn - https://www.linkedin.com/in/shirleykoss/
Will Lopez on LinkedIn - https://www.linkedin.com/in/wlopezjr/

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https://www.linkedin.com/in/nancy-mcclelland-cpa

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https://www.linkedin.com/in/questian-telka-ea-78383666

Thank you to our sponsors!

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