How my Latino heritage fueled my journey as an entrepreneur

Entrepreneurship is not only something I selected – it’s in my DNA. The history of my family is one of constant effort and sacrifice, starting with my grandparents who left every part in Cuba for a higher future. What they taught me about labor, grit and resilience has shaped every part I have done in my profession.

Growing up as the son of Cuban immigrants, I didn’t learn business from textbooks. Instead, my path was shaped by the sacrifices and efforts of my parents – values ​​that are deeply rooted in my Latino heritage. These values ​​have led me to build a successful profession by combining cultural pride with business acumen.

As we have a good time Latino Heritage Month, I think a lot about how much I owe to my family. Both my mom and dad got here to the United States as young children and their parents had nothing. My late grandfather had a tiling business, and my mother learned entrepreneurship from him when she was still a child. She modeled that very same hustle and work ethic for me growing up. My dad all the time told me stories about growing up in Cuba – how he struggled to bring money home for his single mother as a child and later balanced additional responsibilities before being drafted into the US Army.

These stories of generational tumult were ingrained in me early on. My dad, a Vietnam veteran, all the time said, “Climb the ladder of success and you will be rewarded.” What he didn’t say was that the climbing never ends. This lesson shaped my lifestyle and work, especially as a first-generation Latino-American traveling in corporate America.

Conclusions drawn from observing my parents

My parents never called themselves “entrepreneurs.” They just did what that they had to do to make a living. But watching them run businesses from scratch taught me the basics. It was their dedication, long hours and constant grind that taught me the most significant lesson: to outwork everyone.

What I learned from this is that the key to survival, whether in business or in life, is adaptability – always looking for opportunities, even when circumstances are lower than ideal.

Being Latin American didn’t necessarily make me stand out in the workplace, but it fueled my motivation. It confirmed my belief that success comes from on a regular basis work. In every role I’ve had – whether in marketing, consulting, or now as America’s brand evangelist at GetResponse – I’ve built on this lesson and worked to prove my price.

Bilingualism and cultural intelligence – my secret weapon

Being bilingual in English and Spanish was one of my best benefits in my profession. It’s an open door that I would not otherwise have access to. I have led marketing campaigns targeting Latino consumers, collaborated with global brands, and spoken at conferences in Latin and South America.

But it isn’t just about the language – it’s about understanding the culture. My deep roots in Latin culture gave me an advantage, especially in a corporate environment. It helped me stand out in job interviews and build authentic relationships in the business. In today’s world, the ability to attach with diverse audiences is a game changer.

At GetResponse, where I lead brand operations in the U.S., my heritage helps me value diversity in the workplace. I connect with colleagues around the world who share similar immigrant stories, and together we create opportunities for ourselves and the next generation. This cultural bond fosters strong collaboration and helps us build something meaningful.

True pioneers of change

When we talk about “change pioneers,” we frequently think of huge names like Zuckerberg and Musk. But for me, the real pioneers were my grandparents. In the Fifties and Nineteen Sixties, they left every part in Cuba so that their children – and ultimately me – could have a higher life in the US. They took risks and laid the foundation for the opportunities I have today.

Their courage and enthusiasm encourage me every day. Every business decision I make, every step I take, is a direct results of the path they created. Their resilience accompanies me in every aspect of my profession.

Passing on lessons

Now that I’m a father of two teenagers, I attempt to impart those self same lessons. I teach my children that success is not given to you – you earn it through labor. Resilience, sacrifice and fortitude are values ​​that create lasting change, and it is as much as us to maintain these principles alive.

There were times on my entrepreneurial journey when I wondered if it was price the effort, especially when things didn’t go in line with plan. But then I remembered the sacrifices my family had made and the bravery that they had modeled for me, and I knew I could not surrender. This is how we shape the future – one generation at a time. These lessons began with my grandparents, they passed them on to my parents, and now I pass them on to my children.

Useful insights for future Latino entrepreneurs

The road ahead for the next generation of Latino entrepreneurs could also be difficult, but stuffed with potential. Here’s what I learned along the way:

• Take advantage of your cultural advantage: : If you are bilingual or bicultural, lean into that. Companies need leaders who understand diverse markets, and your experience is an asset that may allow you to stand out.

• Outwork everyone: : Success is not easy, but your willingness to outwork others will set you apart. Whether you are running your individual business or climbing the corporate ladder, the grind never ends.

• Build authentic relationships: : Be real. Be true to your roots and your history. Authenticity creates deeper connections, and these connections can result in amazing opportunities.

• Resilience is key: : Failures will occur. What defines your success is the way you bounce back. Be happy with your resilience, because it is your best strength.

The legacy of my family’s journey from Cuba to the United States motivates me to proceed working hard. The change began with them and continues in me – and in you. Each of us has the power to pioneer change in our own way.

Our Latino heritage fuels our work ethic, resilience and drive for success. As Latino entrepreneurs, we honor the legacy of those that got here before us by seizing the opportunities they fought for. Your legacy is not only your story – it is your competitive advantage. Use it, embrace it, and let it fuel your path forward.