Tecovas identified a storytelling OKR. It became a true ‘Love Letter to Texas’

About three years ago, David Lafitte surveyed the website, social media, and marketing content from Tecovas, the Western apparel brand he leads, and realized that the messaging had become “very diluted.”

So the Austin-based company decided to establish a company-wide OKR—the goal-setting framework to define and achieve its “objectives and key results”—that focused on storytelling.

Tecovas brought on more creative types who experimented with different messaging, including long-form commercials...