The Austin Woman's Club was founded in 1928 with the idea of giving women opportunities to make a difference. And when you make a difference, you know what happens — you make a difference in your own life, too.
I discovered that I don't know everything, but I've learned a lot.
That's the power of purpose.
Roy Spence, The Make it Movement
THE POWER OF PURPOSE
I was lucky. I grew up in Brownwood, Texas, and I never forgot where I came from. Here are a couple of stories about my journey and purpose.
My Sister Susan
I got lucky early in life. My oldest sister was four years older than me, born in the '40s. Her name was Susan Spence. She was born with spina bifida — a birth defect they had no cure for — where all the nerves that should go to your legs ball up and create open wounds on your back. The average life expectancy back then was four hours, four days, or four months, maybe. My sister Susan lived to be 49 years old. Because of my mother.
I used to help take her to the bathroom and pushed her wheelchair to school every day for eight years. We looked a little like the Grapes of Wrath — all my little friends would come along with us. We grew up in a town where you could walk to your high school, junior high, and grade school, and I pushed her every single day. She graduated from high school and went on to Gonzales Junior College.
Every Sunday in the fall, I'd drive down there and we'd listen to the Dallas Cowboys — back when they used to win — and eat Whataburgers. When she passed away, I was at her bedside. What I learned in that moment is that all those years I thought I had been pushing her... she had been pushing me.
That's when I got on the journey of purpose. She used to always tell me, "You don't have to have legs to fly."
My Father, Roy Spence, Sr.
My dad grew up in Eagle Pass. He spoke Spanish before English. He dropped out of school in the 10th grade to go to work during the Depression, served in the Navy, and then married my mom.
The two things I remember most: First, he believed in hugs. He said, "When you have a boy, boys need hugs too." When he passed away, I was flying to Germany. He passed away two days before so I wrote a book on the plane ride in his honor called The 10 Essential Hugs of Life. Here are some of them:
1. Hug yourself — don't fall in love with yourself, but you can't love your neighbor unless you love yourself.
2. Hug your family — as George Burns used to say, "There's nothing like a large, beautiful family... in another town."
3. Hug your friends.
4. Hug your purpose.
The second thing he taught me: Don't do mild in food or in life. He made the most incredible salsa — Serranos, fresh tomatoes, lemon juice, and sea salt. And it’s called ROYITOS.
My Mother, Ruth
My mom was a teacher for 35 years. She taught civics. She believed we need to meet people in the middle — that nobody has the corner on smarts, and we're better together.
But here's the story that really changed my life. I was in seventh grade. I turned in a paper on Emerson — still my favorite. "Do not go where the path may lead, go instead where there is no path and leave a trail." I got my paper back with eight misspelled words and a big C-minus. In our little home in Brownwood, C-minuses were not cause for celebration.
The next year I was studying Emerson again and said, "Mom, I can't do it." She said, "Do the best you can." I turned it in. This time I didn't have eight misspelled words — I had eleven. Two pages covered in red ink. But at the top of the paper was a tiny A-minus. I still have that paper.
When I asked her why, she said she had talked to my teacher, who believed I could write. Then my mother said something I've never forgotten:
"I don't want you to spend another second of your life trying to be average at what you're bad at. I want you to spend the rest of your life trying to be great at what you're good at."
That's why I started a movement. We have to change the way America lets kids discover what they're great at.
THE JOURNEY
UT Austin and GSD&M
I was offered a chance to play football to the Naval Academy because I played quarterback in Brownwood Texas, But I told my mama I wanted to go to a school and see if I could wake up in the morning by myself. She said, "You have to go your own way" — which is why, if you call my phone, it plays Fleetwood Mac.
I went to UT Austin and, I'll confess, didn't always go to class. But I walked down the mall and met two people, and we started doing multimedia shows — it was the Marshall McLuhan age. Kids would pay us 50 cents. (I'll confess what for — but you can't put it in the film.)
When I was 20, three of us — all from different places — decided to open an advertising agency. I said, "Great, what's that?"
We went down to City National Bank. I had a tie-dyed T-shirt, my ponytail was looking awesome. I sat down with loan officer and asked for $5,000. He said, "What's your business plan?" Our answer — still on our wall 52 years later:
"We want to stay in Austin, stay together, make a difference, and get rich."
We got the loan. And we paid it back. It just took some time.
About 20 years ago, I was at an event and someone said, "See that older man over there with a cane? That's Robert Sneed Remember the $5,000 you borrowed from City National Bank? He co-signed that note. He never told you because he wanted you to think you got it on your own."
Lesson: Someone helps you — you help somebody else.
We started GSD&M, and it doesn't stand for what you might think — though you'll never forget what people say it stands for. We had four partners and stayed together for 52 years.
My mom taught me there are two kinds of people in the world: vinegar people and honey people. Vinegar people are takers. Honey people are givers. Hang out with honey people.
Don't Mess with Texas
Our first big break came when we were hired to do the media for Governor Mark White. He said there was litter all over Texas highways. My partner Tim McClure and I were walking down a highway and he picked up a piece of litter. He wrote three words: Don't Mess with Texas.
A week later, we pitched it to the Texas Highway Department. Average age in the room: about 100. Our first presentation featured Stevie Ray Vaughan performing "Don't Mess with Texas." We finished our presentation. Not one clap. Not one.
Then an old boy in the back stood up and said, "Young man, I don't get it." I said, "Good. It's gonna work." Then the room started laughing — and then they were with us.
Another man stood up and said, "You need to put a litter barrel on the bumper sticker so people know what it's about." I said, "You can put the litter barrel on the bumper sticker, and the bumper sticker will end up in storage. Or you can leave it off, and it'll be on every pickup truck in Texas." We shook hands.
Click here to see the Willie Nelson ad
Marketing can be a force for good. We reduced litter in Texas by 72% in four years. No fines. The last ad we filmed featured the "Long Riders." They rode their Harleys down the highway, picked up trash, and the big guy with a "Don't Mess with Texas" tattoo looked at the camera and said: "Some people just don't get it."
That's how we laddered up from litter to pride.
Southwest Airlines and Sam Walton
When Herb Kelleher called me in, I was 28 years old. I told him, "Herb, I don't think you're in the airline business." He said, "What the hell business am I in?" I said, "You're in the freedom business. You set out to democratize the skies."
Sam Walton called me down to Bentonville. I drove there with a briefcase — with nothing in it. Sam looked at me and said, "Where's the rest of your staff?" I said, "Mr. Sam, there's an old saying in Texas: one riot, one ranger. What kind of problem have you got?" He fell out of his chair laughing and put his arm around me. He said, "Oh, Roy — you're alright."
9/11 and "I Am an American"
Then 9/11 happened. I was in Washington, D.C. and the 9/11 bombings happened. On the drive home, I kept saying to myself: "We have to do something."
I called my team together and said, "Go out and film people — all kinds of people, all over the country. Ask them to say one thing: 'I am an American.'"
In eight days, we got it on the air. It ran more than any PSA in the history of America.
My mom taught me civics — not just history. She talked about E Pluribus Unum: out of many, one. That was the first motto of America. That's when we knew: marketing can be a force for good.
Click here for I am an American Ad
THE MAKE IT MOVEMENT
In 2019, I was speaking all over the country about the power of purpose. My friend Aristotle said it best — 3,000 years ago:
"Where the needs of the world and your talents cross, there lies your vocation". Aristotle
I started asking: what if we helped kids find their talents first, instead of beating them up about the things they're bad at? I couldn't spell. That didn't stop me.
I went to associations, labor unions, chambers of commerce — it didn't matter what politics people were coming from. We have a massive supply-and-demand problem in America: a great supply of jobs and careers, and not enough demand for them. Since World War II, we've never had this many open skilled trades jobs. We have a marketing problem.
Young people don't realize these aren't just jobs anymore — they're careers. You can start training as a welder while you're still in high school. You can take college classes for free. When you graduate, you don't just have a diploma — you have a certificate for a skilled position that pays real money.
That's why I started the Make It Movement. We go into high schools and middle schools, and we ask: what are you good at? What do you love? America was born on the ideal that if you can dream it, you can build it.
A Pew Research study — and these things don't lie — found that 98% of all parents, regardless of politics, want their kids to grow up and become financially independent doing something they enjoy. That's the anchor of the Make It Movement. Stop asking kids if they're going to college. Start asking them if they want to become financially independent.
Starting Careers in High School
We surveyed high school students around America. Before our presentation, 28% of boys and 19% of girls said they'd like to know more about skilled professions near their homes. After our presentation: 78% of the girls said, "I want to know more." They said: "Wait — I can build things?"
The concept is simple: you can't bring people together on politics. But you can bring people together on purpose — intentionally, and through the power of purpose.
Click here to see the Starting in HIgh School Ad
That's what I'm going to spend the rest of my life doing. And I'm grateful you let me come here and tell you about it.
One more thing. About 20 years ago, I traveled across Texas — and eventually walked through 13 states — asking people about their faith. I had a Winnebago and asked everyone: what do you believe in?
What I found is that every religion in the world has its own version of the Golden Rule. That's when I realized: we need Golden Rule Summits — not politics, not religion, just the one thing we all agree on. We're better together.
God bless — and don't mess. Roy Spence