TIADA CONFERENCE & EXPO

July 24-26, 2022 Kalahari Resort Round Rock, Texas

Keynoter


Roy Spence

Power of Purpose

Opening General Session

As Spence writes, "Purpose is a reason for being that goes beyond making money-and it almost always results in making more money than you ever thought possible." Especially during times of great economic uncertainty, purpose is the key to creating and maintaining a high-performing organization, deserving just as much attention as strategy, execution, and innovation.

Come discover your organization's purpose, proclaim it to the world, and apply it to everything you do.

Texas Monthly’s “Adman of the Century” Roy Spence

Spence co-founded the GSD&M advertising agency and helped create numerous iconic campaigns including Don’t Mess with Texas. Spence will share and explain his life’s mantra “Don’t Do Mild” in work or life; follow your dreams, follow your passion and follow your purpose.

Roy and his partners built GSD&M into a marketing, advertising, and idea machine. Flying with Herb Kelleher, founder of Southwest Airlines. Riding with Sam Walton, founder of Walmart. Driving with BMW and The PGA TOUR. Plowing with John Deere. Defending freedom with the United States Air Force. Donating time and talent to create compelling Public Service Awareness ads to mobilize goodwill to help people in the moments that matter the most like Katrina, the earthquake in Haiti and, the terrible floods in Baton Rouge.

Roy’s passion is entrepreneurship, which he refers to as “the miracle of America.” He deeply believes that when America is at her best it does not matter what your last name or zip code is. If you can Dream it, you can Build it.

Roy is also Co-Founder and CEO of The Purpose Institute which is also home-based in Austin, Texas and is singularly passionate and focused on discovering the Core Values that define and shape an organization’s culture and the Core Purpose that captures the difference an organization makes in the world. Our purpose is to help organizations and leaders discover and fulfill their purpose. Along with Haley Rushing, Roy co-authored the Wall Street Journal bestselling book, “It’s Not What You Sell, It’s What You Stand For: Why Every Extraordinary Business is Driven by Purpose.” And, more recently he authored “The 10 Essential Hugs of Life,” a collection of heartwarming stories about the need for gratitude and love.

Roy is also a Gallup Senior Adviser as Gallup’s expert on Purpose and champion of Clifton’s Strengths Movement. Over 14 million people here and around the world have taken Clifton’s StrengthsFinder assessment, all in the effort to help people everywhere discover and then play to their strengths in work and life.