Texas A&M teams with Fast Company at SXSW, showcases innovation as ‘A Force for Good’

In one vibrant section, Texas A&M University invited attendees March 13-16 to explore an engaging lineup of interactive exhibits, panel discussions and performances, all highlighting the progress made by Aggies on campus and around the globe. Partnering with Fast Company at the Fast Company Grill, Texas A&M offered visitors a firsthand experience of how innovation and selfless service come together to create a brighter, safer world.

A focus on food, energy and medicine at Fast Company Grill

On March 13-15, visitors had the opportunity to explore exhibits highlighting three areas of ingenuity — food, energy and medicine — and how Texas A&M is making an impact in each. With props that tangibly represented the research happening at Texas A&M, people were able to connect the university’s mission to serve with the impactful technologies brought about by that mission. 

Each day, the space transformed to reflect one of the three themes, sharing stories through exhibits and panels that exemplified how Texas A&M is changing the world for good. Innovations such as AI in dairy farming, gel batteries and 3D-printed medicine inspired curious attendees and helped elevate Texas A&M as a hub of dynamic research.

For a deeper dive into how Texas A&M is committed to being the best university for the world through its research and innovation, R. Ethan Braden, vice president and chief marketing officer (CMO) at Texas A&M, spoke on a panel with Kim Chappell, chief brand officer of Bobbie, and Ryan Sullivan, CMO of GoodRx. The audience listened in as they discussed the importance of taking extra steps as a brand to be driven by purpose and people rather than by the products themselves.

“We have magnitude, we have momentum and we have a mission that undergirds everything that we do each day, with the belief that we have these leaders that are going to go out and influence the world,” Braden said of Texas A&M. “And we’re going to work from land to sea to space in innovations that will build a brighter, safer, more secure nation, world and beyond.”

To conclude the three-day series of panelists and immersive exhibits, Josh Abbott and former student Adam Hill ’18 gave the audience a memorable performance with music straight from the heart of Texas.

In Good Company

On March 16, the final day of Texas A&M’s presence at SXSW, various thought leaders — including former students and current faculty — converged to elaborate on how a people-centered, forward-thinking purpose has driven their businesses. The event, “In Good Company,” reflected the university’s brand essence — A Force for Good — with Fast Company’s name and highlighted both brands’ commitments to doing good.

Anthony Wood ’87, CEO of Roku, spoke at “Good TV: Roku’s CEO on Access, Affordability and the Future of TV.” He discussed the importance of a company’s culture in creating a successful brand.

“I think the first part is just the base culture of the company. How do you create a company with a culture where people feel empowered to do their best work, to enjoy what they do? And so we have put a lot of work into culture, empowering people, low politics, hiring teams that are great at their job that people want to work with,” he said.

Federico Muyshondt ’03, president and chief operating officer of The Farmer’s Dog, spoke at “Purpose-Driven Entrepreneurship: Building Businesses With Extraordinary Impact.” He addressed the value of having a service-centered mission in terms of brand growth.

“We happen to be the fifth-largest dog food brand in the world in only 12 years. And it’s because it’s mission driven. The mission is very, very clear, and it’s to help dog people do the best for their dogs. We do it through health. We do it through unconditional love, and we do it through longevity. … And we’re making a dent, and we’re making a difference in only 12 years to be the size we are. Speaks a lot about why being purpose driven is a pretty important thing,” he said.

Other speakers included Dr. Robert Ambrose, University Distinguished Professor, associate agency director of the Texas A&M Engineering Experiment Station and associate director of the Texas A&M Space Institute, who spoke at “Exploring the Final Frontier: How Space Research Is Shaping the Future of Humanity”; Dale Brisby ’09, ’11, legendary bull rider and influencer, who spoke at “How Creators Are Building Culture and Community That Lasts”; and Pri Shumate ’97, former CMO of the Miami Dolphins, who spoke at “Power Play: Why Women’s Sports Are the Smartest Bet in Business.”

Ambrose talked about products that were originally developed for space but later reworked for life on Earth, where people often take them for granted.

“A lot of space materials, for example. But one of the interesting arcs that those often take is that they’re first developed, like a carbon fiber or some other material developed for space and airspace, but then they’re perfected for skateboards and surfboards and sporting goods and other applications on Earth. And we just take it for granted that these incredible materials are there,” he said.

As an educator, Ambrose said he’s encouraged by the enthusiasm shown by Aggies who want to be a positive influence in the world.

“With the young generation, as a professor at Texas A&M, I can feel the force for good that’s in them. They all just want to make a difference. They all want to have an impact, and they all are hungry. It’s really just up to the, let’s say, older generation to point them in the right direction,” he said.

Brisby, who offers a comedic take on cowboy and rodeo life, stressed the importance of being real with the audience.

“I think authenticity is important. People sniff it out, but, yeah, everybody can see it. We all recognize it when we see it, and I love what I do. And so that’s why I think it comes across as authentic,” he said.

Also at SXSW was an interactive exhibit by BUILD, a Texas A&M student organization that converts 40-foot shipping containers into portable medical clinics for underserved communities worldwide. The containers, called Texas Aggie Medical Clinics (TAMCs) are equipped with plumbing, electricity, cabinets and a generator.

Secret Walls, a renowned live art collective, teamed with BUILD through artist David Maldonado to help complete a custom mural inside the TAMC, combining art and storytelling into a meaningful, interactive experience.

The March 16 event closed with a performance by Aiden Ross ’28, winner of season 28 of “The Voice.”

Through its collaboration with Fast Company and major presence at SXSW, Texas A&M positioned itself at the intersection of innovation, culture and purpose, showing how the university is helping build a brighter, safer world through research, leadership and service.