Speaker · Host · EntrepreneurI tell stories from the back roads and share lessons from the boardroom.
I'm J.B. Sauceda. I host Texas Country Reporter, I bootstrapped and sold a company, and I help leadership teams get unstuck. Then I get up on stage and tell people what I learned along the way.
You might've seen me inTexas Monthly · RFD-TV · Christian Science Monitor · Garden & Gun
Texas Highways · Texas Standard · The Alcalde · Bullock Museum
01 · Three careers, one storyI took the long way home.
Here's what I picked up.
Built it.
I started a social media brand called Texas Humor that morphed it into a clothing brand, then built a logistics company to support it. That company grew to 150 people serving 60+ brands and shipping over 1.3 million packages a year before we sold it in 2021.
Coaches it.
As an EOS® Implementer, I help leadership teams get on the same page and stay there. I was an EOS® client long before I was an implementer, so I know what it's like on that side of the table.
Tells it.
I'm the host and Executive Producer of Texas Country Reporter, the 55-year-old show about ordinary Texans doing extraordinary things. It is syndicated nationally and reaches tens of millions of people a year.
"It was such a refreshing presentation, the perfect combination of business, art, community, and family. So many people have told me they were truly inspired."
Anna Deans, Executive Vice President, Midway · ACRP02 · SpeakingThree talks. Each one built for your room.
Be a Great Ancestor
What are you building that outlives you?
BEST FOR: closing keynotes, travel and tourism, public serviceChaos Is Not a Strategy
You don't need a map. You need a compass.
BEST FOR: conferences, associations, teams in transitionHard as All Get Out
I learned these the hard way so you don't have to.
BEST FOR: entrepreneurs, trade groups, foundersNeed a host instead? I do that for a living.
03 · From the archiveBefore I was in front of the camera, I was behind it.
I spent the first ten years of my career as a commercial and editorial photographer. These days I mostly point the camera at other people's stories, but I kept the receipts.
2013. Shooting a PepsiCo commercial, my last year as a full-time photographer before I started my business.
2015. The sign out front at Sauceda Industries just as I was ending my photography career.
2015. A self-portrait: my plane's shadow, partway through a 3,822-mile flight around the edge of Texas.
2026. The Texas Country Reporter crew, chasing the light. Bob Phillips left big boots to fill.
04 · BooksI also wrote a couple of books.
Y'all Need This Book
A field guide to being a Texan, for natives, transplants, and the confused. More than 50,000 copies sold.
A Mile Above Texas
I flew the entire border of Texas in a small plane and photographed it from a mile up. Published by University of Texas Press.
The newsletter[Newsletter name]
Every so often I find something I can't stop thinking about: a person, a business, a design, a weird piece of Texas history. I figure out how it works and tell you the story, plain English, no jargon. It shows up when there's something worth sending.