Books by Roy


It’s Not What You Sell, It’s What You Stand For

The definitive guidebook to building a high performing organization using the power of Purpose.

“Roy Spence’s instructive book reflects his charismatic genius, his evangelical zeal and his synergistic understanding of what makes businesses lodge in the hearts, not just the minds, of employees and customers.”
— Herb Kelleher
Founder and Chairman Emeritus
Southwest Airlines

“Roy Spence is a brilliant, sparkling gem.”
— Jim Collins
Author, Good to Great



The 10 Essential Hugs of Life

A collection of heartwarming stories about the need for gratitude and love.

“Roy possesses such rare emotional intelligence that he instinctively and intuitively understands that intangibles are more important than tangibles, especially when it comes to matters of the heart. I suspect that all readers of this book will walk away from it with a renewed faith in people and in all matters pertaining to the heart.”
— Colleen Barrett
President Emeritus, Southwest Airlines


The Container Store

The Amazing Faith of Texas

An exploration in words and pictures of people and places that represent the strong, abiding belief that sustains faith-filled Texans that what unites us is stronger than what divides us.

“Even cynics can find inspiration in THE AMAZING FAITH OF TEXAS, a surprisingly affecting survey of fifty Texans and their beliefs from GSD&M ad agency honcho Roy Spence. With brief interviews by Mike Blair and telling portraits by Randal Ford, these microbiographies delve into the creeds of Baptists, Buddhists, Baha’is, and every flavor of cowboy preacher and free spirit in between. The Golden Rule proves to be the uniting thread in this patchwork quilt of believers. And their universally photogenic visages suggest that when you scratch the author’s skin, you will still draw the blood of a true ad man.”
— Texas Monthly


UT Press