J.B. Sauceda speaking on stage to a full room 
Speaking

Funny, honest, and built for the people in your seats.

I've spoken to rooms of a few dozen and rooms of several thousand: state agencies, tourism pros, communicators, founders, and trade groups. Every talk is a mix of Texas stories, hard-won business lessons, and something your people can actually use on Monday.

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J.B. with the Sauceda Industries team gathered in the warehouse 
01 · Flagship keynote

Be a Great Ancestor

What are you building that outlives you?

I've had a few careers so far: photographer, founder, TV host. Every one of them taught me the same thing eventually. The work that matters most is rarely the work that's due this week. This talk uses my own winding road as the backdrop and lands on a bigger question: what does it mean to be a great ancestor, and how do you protect the time to figure that out?

Your people will walk away with

  • Thinking in generations, not quarters

  • Protecting time for the work that lasts

  • What the people on Texas back roads teach about legacy

BEST FOR: closing keynotes, travel and tourism, state agencies, galas
FORMAT: keynote, 30 to 60 minutes

"His ability to connect with the audience through humor, authenticity, and a compelling message made his presentation one of the highlights of our event."

Martie Simpson, Executive Director, GFOAT

J.B. speaking on stage in a blue blazer, mid-gestureJ.B. with the Sauceda Industries team gathered in the warehouse 
02 · Keynote

Chaos Is Not a Strategy

You don't need a map. You need a compass.

My career doesn't look like a straight line because it isn't one. I went from shooting ad campaigns to running a viral Texas brand to building a 150-person logistics company to hosting a TV show. What kept me upright through all of it wasn't a plan. It was knowing what I valued and using that to make calls when nobody had the answer. This talk is for teams in the middle of change who need something steadier than a five-year forecast.

Your people will walk away with

  • How to name the 3 to 5 values that actually drive decisions

  • Using values to make calls in ambiguous moments

  • Why structure frees people up

BEST FOR: conferences, associations, teams in transition, communications pros
FORMAT: keynote, 45 to 60 minutes, or a workshop version

J.B. in a ball cap scanning inventory bins on the warehouse shelves at Sauceda Industries 
03 · Keynote

Hard as All Get Out

I learned these the hard way so you don't have to.

Growing a business is hard as all get out. I've got the scar tissue to prove it: the hires I got wrong, the cash crunches, the years I confused being busy with being effective. This one is part confession, part playbook. It's funny because it's true, and it's useful because I've since spent years helping other leadership teams avoid the same potholes.

Your people will walk away with

  • The mistakes that cost the most

  • Why chaos isn't a strategy

  • How to build a leadership team you trust

BEST FOR: entrepreneurial groups, trade associations, founder communities
FORMAT: keynote, fireside chat, or a workshop version

"He's a natural storyteller, and because he's walked the path himself, from building his own 3PL to selling it, the room trusted him immediately. More than a few people told me afterward it was their favorite part of the whole retreat."

Matt Hertz, CEO and Founder, Third Person

J.B. Sauceda in a white cowboy hat and denim jacket, emceeing a music event with a handheld mic

Photo: Miguel Fuentes

04 · Emcee and host

Need a host? I do that for a living.

I host a TV show, so keeping a room on time, on track, and in a good mood is the day job. I've emceed the Texas Travel Summit awards dinner, Omni's SMOKE festival, and Ragan's Future of Comms conference. Book me to host the whole day, moderate a panel, run your awards program, or pair it with a keynote.

"From the keynote stage to the Awards Gala, J.B. Sauceda exceeded expectations. He shared fresh, practical perspectives on storytelling and destination marketing, then seamlessly shifted into emcee mode, guiding the evening with confidence, wit, and an engaging presence that resonated with our audience."

Jennifer Roush, VP of Operations, Texas Travel Alliance

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How we make it fit your event

No two rooms are the same. Neither are the talks.

1

We talk.

A 20 to 30 minute call so I can learn your audience, your goals, and the vibe you're going for.

2

I build it.

I pick the talk and the stories that fit, often pulling from Texas Country Reporter episodes set in your region or industry.

3

We check in.

A short prep call a few weeks out, sometimes with a couple of your attendees.

4

I show up early.

AV check, walk the room, meet a few folks before I'm on.

5

I stick around.

I'll hang out after to talk with people, and your attendees get a one-page takeaway.

What planners say

"It was a wonderful reminder that pursuing your passions will always lead you down the right path, even if you can't see exactly where it's headed. So many people have told me they were truly inspired."

Anna Deans, Executive Vice President, Midway · ACRP

"J.B. Sauceda brought Texas to life through the stories of the people who call it home. His talk was engaging and heartfelt, weaving together his own journey, what matters most to him and the lives of real Texans. Our audience connected with his warmth and authenticity, and the line of attendees waiting afterward to talk with him and take selfies said it all."

Kathy Thrift, Chief Customer Experience Officer, TCDRS

"J.B. is a phenomenal storyteller with a super friendly and outgoing personality. Our audience loved J.B. He was fantastic! He's truly an outstanding Texan who loves what he does, and his stories can resonate with anyone. He was one of the very best speakers we have had in years."

Rick Ellis, President, AWBD-Texas · 2024 Midwinter Conference
J.B. Sauceda speaking from a podium at the AWBD-Texas Midwinter Conference

AWBD-Texas Midwinter Conference, 2024

From the audience

Don't just take the planners' word for it.

After my luncheon talk at the Association of Water Board Directors-Texas Midwinter Conference, 140 attendees filled out a survey. Here's how it came back.

140 of 140

said I kept it on a layman's level

138 of 140

said I used the time well

"One of the best luncheon presenters in the past 15+ years."

"BEST presentation ever! Down to earth and compassionate about what he is doing!!"

"Best lunch speaker I have heard in 5 years since I have been a board member."

"This speaker was so good! Very inspiring and I was motivated to be adventurous and explore!"

"J.B. was an excellent choice. He really had the audience's attention the whole time. His passion really shines in his storytelling."

"Great speaker. Definitely need to invite him back."

Attendee survey comments · AWBD-Texas Midwinter Conference, 2024

Good questions

  • Fees depend on format, travel, and audience size. Tell us your budget on the form and we'll find something that works.

  • Two to three months is ideal. If your date is sooner, ask anyway.

  • Yes. I'm based in Austin and go wherever the event is. Travel is usually covered separately.

  • Yes. Keynotes and workshops both work well online.

  • A wireless mic, a screen with an HDMI connection, and a confidence monitor if you've got one. I bring my own laptop and clicker.

  • Only with explicit agreement up front. If you’d like to record the talk, mention it when you reach out and we’ll settle it before the event.

  • Happy to. Ask about bulk copies of either book for your attendees.

  • Yes, plus session descriptions you can use for continuing education credits. Media kit

Want to go deeper than a keynote?

I run half-day and full-day workshops for leadership teams on core values, vision, and how to get everyone rowing in the same direction. They come from my work as an EOS® Implementer, and I'll shape each one around where your team is stuck.

Workshops for leadership teams

Let's see if it's a fit.

Tell me a little about your event. You'll hear back within two business days.

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