March 17, 2026 Tecovas identified a storytelling OKR. It became a true ‘Love Letter to Texas’ BY Anna-Louise Jackson 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 … Continue reading Tecovas identified a storytelling OKR. It became a true ‘Love Letter to Texas’ →