Filed under: texas
3 storiesThe archive, indexed. Every story carries its tags at the foot of the page.
Positioning
HTeaO built $147m of iced tea sales on its water
An Amarillo family chain picked the most boring input in the drink and made it the brand. The lesson is in what they chose not to compete on.
№ 205 · 8 September 2026
Founder story
Two brothers, a four-foot pile of broken coolers, and YETI
Roy and Ryan Seiders built a cooler they could stand on, charged hundreds of dollars for it, and refused to make it cheaper. Twelve years later it priced at $18 a share on the New York Stock Exchange.
№ 156 · 28 August 2026
Founder story
Rejected by every bank at 26, he built the trampoline park himself
Michael Browning Jr. laid the wood and unloaded the foam cubes for the first Urban Air park with his father in 2011. The franchise platform he built on top of it reports it passed $1bn in sales last year.
№ 32 · 9 August 2026