AboutHowdy. I'm J.B.
I'm the host and executive producer of Texas Country Reporter, the 55-year-old show about ordinary Texans doing extraordinary things. Before that, I spent a decade as a commercial and editorial photographer, turned a Twitter feed called Texas Humor into a clothing brand, and co-founded Sauceda Industries, an e-commerce logistics company that grew to 130,000 sq/ft and 150 people before we sold it to a Venture backed startup in 2021.
These days I split my time between the back roads and the boardroom. I travel the state with my crew looking for great stories, and I work with leadership teams as an EOS® Implementer, helping them get clear on where they're going and how they'll get there. And in between, I get on stage and tell people what I've learned.
I'm a fifth-generation Texan from La Porte, and I've lived in Austin since 2003. I'm partial to brisket, Willie Nelson, and a long drive with no particular place to be.
1 · The long way aroundMy career doesn't make sense on paper. It makes a lot of sense in person.
01La Porte, 1985 to 2003.
Grew up on the Texas coast in a Tejano family whose roots run back to migrant farm work. I'm a Public school kid and proud of it.
02Austin, 2003.
Moved to go to UT. Left without the diploma but with a camera and a plan, sort of.
03Behind the camera.
Ten years as a commercial and editorial photographer, shooting everything from ad campaigns to cowboys. I worked for WIRED, Southwest Airlines, YETI, and even had photos of my Dad appear on the Colbert Report. Long story.
04Texas Humor.
Started as a social media feed. Grew to hundreds of thousands of followers, then a clothing brand, then a book: Y'all Need This Book: The Definitive Guide to Being Texan.
05Sauceda Industries, 2013 to 2021.
Needed a way to ship all those T-shirts, so we built a logistics company. Scaled it to 150 people and about $15 million in revenue, ran it on EOS®, and sold it to Cart.com.
06A Mile Above Texas.
Got my pilot's license in 2014, then flew the entire 3,822-mile border of Texas and photographed it. It became a book from University of Texas Press and a solo exhibition at the Bullock Texas State History Museum.
07Cart.com, 2021 to 2023.
Head of Brand and Communications.
08The road year, 2023.
Loaded up the family and traveled the country in search the answer to "what's next?"
09Texas Country Reporter, 2023 to now.
The answer to that question was taking over the oldest independently produced show on television. Texas Monthly asked me to take the wheel from Bob Phillips after 52 seasons. We've since picked up a Lone Star Emmy and the fullest sponsorship roster in over 10 years.
10EOS® Implementer, 2024 to now.
Helping leadership teams do what EOS® did for us at Sauceda Industries.
2 · What I believeA few things I'm pretty sure about.
You are who you meet.
Everybody has something to teach you if you ask good questions.
Chaos is not a strategy.
A little structure goes a long way, especially when things get weird.
Growing a business is hard as all get out.
Anybody who says otherwise is selling something.
People want work that means something,
even if what it means is making a good living.
Nobody grows alone.
Growth takes a lot of help, so ask for it.
A good story beats a good slide.
Every time.
3 · Quick factsThe short version.
Fifth-generation Texan
Licensed pilot since 2014
Lone Star Emmy winner
50,000+ copies of Y'all Need This Book sold
Solo exhibition at the Bullock Texas State History Museum, 2019
EO Austin Rockstar Entrepreneur of the Year, 2019
La Porte ISD Distinguished Alumni, 2026
Chili opinion: No beans, and best served with a cold beer and shot of tequila
Introducing me? Here's everything you need.
Headshots, logos, bios, and an intro you can read from the stage.
One-line bioJ.B. Sauceda is the host of Texas Country Reporter, a founder who built and sold a logistics company, and an EOS® Implementer who helps leadership teams grow.
Intro script · about 30 secondsOur next speaker hosts Texas Country Reporter, the show that's been finding ordinary Texans doing extraordinary things for 55 years. Before that, he turned a social media feed called Texas Humor into a brand, co-founded a 150-person logistics company and sold it, and flew the entire border of Texas to photograph it from a mile up. Today he helps leadership teams grow as an EOS® Implementer. Please welcome J.B. Sauceda.