a great example is margaret johnson. she works in our i.t. division here in washington, has been with the irs for 32 years. margaret credits her mother with being her role model and showing her the value of a career in public service. you may have seen her portrayed on the big screen because it was one of several math ematicians. she and her colleagues provided critical support for our space mission including john glenn oes orbit in 1962. margaret's mother is a wonderful role model for public service and the irs is lucky margaret decided to follow her mother into government work. when you step beyond the stereo types these people reflect the can do nature of the agenagency. it made me think about how different taxes are today compared to 20 or 30 years or. back then you knew it was time to start thinking about your taxes when you got a late gift in the mail just before christmas. a package of tax forms along with a very nice note from the commissioner. so you assembled all of your tax documents and dropped it in the mailb mailbox. there are a

margaret johnson, senior technology specialist for the irs. all all michael lynn, digital strategist for the irs. and the npc headliner's co-chair who organized today's luncheon back at the associated press. grateful to be working with her back here today. kelly herb, a senior editor at forbes. carolyn, director of the affordable care act office. lori russo, president of staten communications. thank you for helping out today, lori. megan o'neill, news editor at the chronicle of philanthropy. thank you. and all a round of applause, please. [ applause ] >> in what has become a national press club tradition, we are grateful that the commissioner has accepted our invitation to talk about all things associated with that five letter word, taxes. as you'll find out in a moment, his areas of expertise run the gamut from soccer to taxes. the budget blueprint unveiled last month by the administration called for a $239 million cut to the irs budget, additionally following the demise of the american health care act in the house. lawmakers are said to be p

a great example is margaret johnson who is up here on the stage with us. she worked in our it division here in washington, has been with the irs for 32 years. margaret credits her mother with being her role model and showing her the value of a career in public service. you may have seen her portrayed on the big screen recently because she was one of several female mathematician who's woshed for nasa in the 1960s. their story was told in last year's movie "hidden figures." she and her colleagues provided unharolded but critical support for our space mission including john glen's orbit historically around the earth in 1962. margaret's mother is wonderful role model for public service and the irs is lucky margaret decided to follow her mother into government work. when you step beyond the stereotypes of the irs, these people reflect the can do nature of the agency. talking about the e.z., made me think about how different taxes are today compared to 20 or 30 years ago or even longer. back then you knew it was time to start thinking about your taxes when you g

. >> when margaret johnson chief creative officer read meet the perennials, she knew gina was on to somethinga marketer for a very long time, why demographics, why doesn't that work anymore? >> i think it was kind of a tool that was created before social technology took over the world. now that we're all on facebook and twitter and all the social platforms, we know exactly what people like. those are the people that we should be targeting. people who are like minded, not people of a certain age. >> the term perennial resonated with margaret so much that she used it in a national campaign for sonic drive-in. >> you're like a millennial. i'm more of a perennial. >> growing business owners everywhere are innately embracing this idea of the perennial consumer. and marketing based on shared values, beliefs and passions. in the heart of san francisco, there's nothing subtle about the splash hint water has made in the beverage industry. the perennial thread that runs through the fruit infused water is undeniable. >> when you think about how to market your products, do you think about age? >> not at

government because they saw what a good experience it was for their parents, a great example is margaret johnson who's up here with us. she has been with the irs for 32 years. margaret credits her mother, lil willie anna smith with being here role model and showing her a career in public service. you may have seen willie anna portrayed on the big screen because she was one of several female mathematician who's worked for nasa in the 1960s. their story was told in last year's movie hidden figures. willingly anna and her colleagues provided unheralded but critical support for our space mission, including john glen's orbit historically around the earth in 1962. margaret he's smierj wonderful role model for public service. when you step beyond the stereotypes of the irs, these people we flect the can reason do nature of the agency. talking about the ez made me think about how taxes are different today than 20 wore 30 years ago or longer. back then you knew it was time to start thinking about your taxes when you got a late gift in the mail from the irs just before christmas, a package of tax forms an