On November 11, the Salt Lake Chamber will honor seven outstanding businesswomen at the 50th annual Women & Business Conference & ATHENA Awards Luncheon. Among this year’s honorees is Sally Steed, vice president of sales at Deseret News and a 2026 Pathfinder Award honoree. Learn more about Steed and her career below:
When you look back on your career someday, what do you hope mattered most?
Looking back, I hope what mattered most was the people. Successes and setbacks come and go, but the relationships formed along the way are what truly endure. I make it a priority to never forget who helped me get to where I am today. At the end of my career, looking forward to retirement, carrying those lifelong friendships and professional connections with me will be the ultimate reward.
The Pathfinder Award recognizes people who create new opportunities for women. What does being a “pathfinder” mean to you based on your own experiences?
Being named a Pathfinder is extremely meaningful to me. In a world quick to point out flaws, having someone pause to recognize meaningful work is a rare and precious gift. I am deeply grateful that someone took the time to notice my path, and I will never take that kindness for granted.
Looking back, who helped create a path for you, and how has that influenced the way you create paths for others?
Prior to joining The Deseret News, I spent many years with the Technics division at Panasonic. It was demanding work, but I cherished the discipline, structure and strong work ethic ingrained by working for a Japanese company. Looking back, it was an invaluable master class in why businesses either thrive or fall apart. I spent those years helping startups grow from the ground up, while guiding established companies on how to repair what was broken — lessons I still draw on every day.
Shifting away from a career I loved was completely unexpected. A series of major health challenges brought me home for what I assumed would be a brief recovery. Constant travel with Panasonic had kept me on the road for years but being home made me realize just how much of life I was missing.
During that pause, I was introduced to the vice president of the Newspaper Agency Corporation, who persuaded me to try my hand at media while I healed.
What was meant to be a temporary adventure quickly captured my heart — giving me a new passion and allowing me to stay close to home. I never returned to the road, and that “temporary distraction” has now spanned 23 fulfilling years.
I consider myself remarkably fortunate to have built two distinct, deeply meaningful careers. Above all, this journey taught me to look for the best in people, meet them where they are and give them every opportunity to succeed by building on their strengths. Today, my greatest priority is using these lessons to pave the way for the women coming up behind me — helping them recognize their potential, navigate their own paths and truly flourish.
You’ve worked with Utah businesses and leaders for many years. What have you learned about what makes Utah’s business community unique?
Having traveled nationally and globally for years, I get asked this quite often. Mechanically, Utah’s business ecosystem isn’t completely unique — it faces the exact same growth hurdles and economic pain points as any major market across the country.
What truly sets Utah apart is its people and workplace culture. There is a deeply rooted spirit of collaboration and loyalty here. Leaders prioritize the local workforce, promoting from within rather than instinctively looking outside the state for talent. That grounded internal focus creates stability. Because companies invest in their people, turnover is lower, teams build long-term institutional knowledge and employees stay committed. In fact, that reputation for loyalty and steady growth is precisely why out-of-state companies so frequently seek out Utah leaders.
What would you tell someone who is trying to build a successful career and a meaningful life at the same time?
Love what you do, because your career will take up as much of your life as your time at home. My health challenges taught me to invest fully in life as a whole and show up for the people around me every day.
Don’t waste energy trying to force an image of what your life “should” look like to satisfy others. Be true to yourself, love wholeheartedly, forgive quickly and live in service. Putting family first gives you the right perspective — and when your perspective is grounded, career success and a meaningful life naturally go hand in hand.
Learn more and register for the 50th Women & Business Conference and ATHENA Awards Luncheon here.
