Historical moment for the Latino community – 2010 and beyond…

Tayde Aburto

October 24, 2010

5 MIN READ

Last September I had the opportunity to meet a person I wanted to meet since early 2009, Fernando Espuelas. Thanks to the Hispanic Business Showcase my dream came true. Fernando delivered a great speech at the event. A very positive and meaningful message that I want to share with you in this post. If you don’t have time to watch the 29 minute video, please read below some of the highlights of his speech. We, the U.S. Latino community, have a very important responsibility that can’t be taken slightly. A responsibility of playing a leadership role in the future of our country.

You already know all the stats: Latinos are the largest minority group in the USA, the U.S. Latino market continues to present tremendous growth opportunities, etc. So I’m not going to spend much time trying to convince you about the importance of the Latino market in the U.S. I’m just going to share some basic numbers of the top DMA’s in the country according to Geoscape before we move on:

1. LOS ANGELES

Total Population (2009): 17,595,237
Hispanic Population (2009): 7,881,105
Total Population – Estimated (2014): 18,120,622
Hispanic Population – Estimated (2014): 8,419,831
Annual Household Expenditures Total: Overall Aggregate – 2009 (in 000s):
$328,063,728.64
Annual Household Expenditures Total: Hispanic Aggregate – 2009 (in 000s):
$93,427,327.10

2. NEW YORK

Total Population (2009): 20,827,367
Hispanic Population (2009): 4,407,564
Total Population – Estimated (2014): 21,016,685
Hispanic Population – Estimated (2014): 4,632,116
Annual Household Expenditures Total: Overall Aggregate – 2009 (in 000s):
$471,078,515.05
Annual Household Expenditures Total: Hispanic Aggregate – 2009 (in 000s):
$60,188,963.38

3. HOUSTON

Total Population (2009): 6,088,439
Hispanic Population (2009): 2,068,760
Total Population – Estimated (2014): 6,696,232
Hispanic Population – Estimated (2014): 2,397,462
Annual Household Expenditures Total: Overall Aggregate – 2009 (in 000s):
$109,125,186.29
Annual Household Expenditures Total: Hispanic Aggregate – 2009 (in 000s):
$22,986,908.49

4. CHICAGO

Total Population (2009): 9,823,067
Hispanic Population (2009): 1,986,536
Total Population – Estimated (2014): 10,158,979
Hispanic Population – Estimated (2014): 2,199,654
Annual Household Expenditures Total: Overall Aggregate – 2009 (in 000s):
$215,768,428.15
Annual Household Expenditures Total: Hispanic Aggregate – 2009 (in 000s):
$26,353,022.92

5. MIAMI-FT. LAUDERDALE

Total Population (2009): 4,242,084
Hispanic Population (2009): 1,972,614
Total Population – Estimated (2014): 4,320,722
Hispanic Population – Estimated (2014): 2,121,584
Annual Household Expenditures Total: Overall Aggregate – 2009 (in 000s):
$76,728,341.69
Annual Household Expenditures Total: Hispanic Aggregate – 2009 (in 000s):
$32,680,441.86

Source: DMA ranks are provided by Geoscape and are based on 2008-2009
data. I found the stats at the “Hispanic Market Overview – 2010” report. To get the full version, please click here.

Being that said, let me share some of the points made by Fernando Espuelas:

DEMOGRAPHIC SHIFT

“We are moving into a new era in the U.S.A., an era that is much more diverse, an era that is challenging, an era that is going to create tremendous amount of anxiety for many people”…”You are seeing that politically across the whole nation.”…

“The historical content should not be that surprising because this has happened since the beginning of the country…”

“…this moment in time, with this demographic change, creates anxiety- tremendous anxiety!…in some places, the arrival of Latino immigrants is worrisome…”

RESPONSIBILITY

“…Latino leaders and Latino business people have a particularly high responsibility to the U.S.A…we have to be an example, an icon to the rest of society, to Latinos and non-Latinos alike.”

EDUCATION

“…Latinos are the least educated ethnic group in the U.S.A….we have the lowest rate of High School graduates of any ethnic group, we have the lowest rate of University graduates on any group…”

“…we can make any excuses but, how can we actually expect as a country, as Americans, to become a global powerhouse over the next 100 years when in the second largest city on the U.S.A. we are creating poverty every single day we failed Latino kids?”

TAKE ACTION!

“…A lot of Latino activist tell us that we are “victims”, “no one hears us”, “no one understands us”, “there is a massive conspiracy against us”, “there is a massive racism against us”…of course there is racism! Benjamin Franklin was a racist against Germans. Racism is a fact of life, a fact of humanity but not an excuse.”

“…What are we doing in our own community to make sure that we are successful, that we are successful to our country?”

“…to protest for all sorts of things doesn’t do much for our community. Protests just perpetuates the idea that we are powerless, that we are victims, protests communicate to non-latinos that we are not part of the fabric of the democratic system…”

“…when we are being called upon to fulfill a historical destiny to push forward the country, can we look ourselves in the mirror and say that we are doing everything possible to fulfill that mission?”

“…at this point in time, we have to take a leap and that leap is not an easy leap to take because what it implies is that we assume responsibility for the future of our community, our country, the future of the political system and the future of capitalism…”

“…we, Latinos, are naturally an entrepreneurial group of people. We take risks…within us we have what is required to fulfill that historical mission…we have to engage in a way that we haven’t done before…”

DEFINE YOUR ROLE

“…Latino business owners can’t be just a business person making money, Latino business owners have to be something much bigger, they have to be leaders!”

“…we have the human capital…we have the possibility to connect, communicate, share ideas and information in a way that allows us to drive the creation of human capital, to leverage human capital…”

COMMITMENT TO YOURSELF

“…start to understand what role can you play in an active way in the community where you live or do business in…”

“…it’s no longer acceptable to define business as simple as making a profit, your business must also serve a social need. Your business has to have an orientation of serving people in some fashion (e.g.: Internship program, provide resources to your local schools, etc.)

“…we are making history, we can affect history, we can be authors of our own faith!…”

“…recognize problems, diagnose them properly, understand the role you have to play in making sure that the history that you are going to write is a positive one…”

“…every revolution in the history of men started in the head of one person…”

“…we, Latinos, can change the future of the country in a positive way…”

You can watch Fernando’s speech here.

I truly enjoyed Fernando’s speech. I agree pretty much with everything he had to say. I’m trying to make a positive change in the community I live in. I have accepted the responsibility that Fernando talks about in his speech. I’m facing a lot of barriers in the way but my motivation to make things happen is bigger than the negative forces that try to keep me at the same level that they are in. I’m trying very hard to make positive things happen for my family, friends and my community and if God allows me, I will make them happen. Have you started to take the path that will lead you, your family and community to success? I have.

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    An age-old dilemma: Comfort or Adventure? 

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LOS MILLONARIOS TIENEN UNA COSA EN COMÚN... Y TÚ PUEDES EMPEZAR A HACERLO HOY.

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Leen.
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All those millionaires? 

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The one thing they all do, consistently? 

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They read. 
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Even just 10 minutes. 
Read something that expands your mind. 

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    From Mexican Immigrant to $100 Million CEO

Javier’s restaurants in California are a masterclass in how passion, quality, and experience create lasting success in the competitive hospitality industry. Built on a foundation of authentic, high-end Mexican cuisine, Javier’s has cultivated a loyal following by offering an unparalleled dining experience that blends sophistication with warmth.

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    LEGADO QUE CONSTRUYE RIQUEZA GENERACIONAL: Convierte tu Negocio en un Activo que Trascienda 

¿Tu negocio es un trabajo o un activo que puede venderse o heredarse?

Miles de emprendedores construyen empresas exitosas, pero muy pocos logran convertirlas en un legado. El 80% de los negocios que intentan venderse nunca encuentran comprador, y la mayoría de las empresas familiares no sobreviven a la siguiente generación. No dejes que el esfuerzo de toda una vida se pierda.

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El momento de estructurar tu legado es ahora. ¡Conviértelo en un activo real y asegúrate de que tu trabajo perdure más allá de tu tiempo!

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    Validation is seeking a compass in someone else’s pocket. 

You have a vision. 

An idea. 

A hunch. 

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Stirs you awake at night. 

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From a mentor. 
From your network. 
From the market. 

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- Jobs did with the iPhone 
- Musk did with SpaceX 
- Morrison did with Beloved 

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They validated the world. 

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Back yourself.

(But hey, if you need a little nudge, I’m here 😉)

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    Your competitors don’t pay your bills. 

Your customers do. 

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• Stalking competitors’ moves 
• Copy-pasting their strategies 
• Constantly checking their socials 

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Focus on your customer’s needs like it’s your last breath. 

• What keeps them up at night? 
• What do they dream of? 
• What problems can you solve uniquely? 

Obsess over them. 

Create for them. 

Serve them like royalty. 

Your competitors will be playing catch-up faster than you can say, “cash flow positive.”

DM me “Customer Mapping” if you want to improve your customer experience and increase your profit. 

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    Screw fitting in. 

You weren’t born to blend. 

You were born to stand out. 

Think about the people who’ve made history: 

- They were weird. 
- They were taboos
. - They went against the flow. 

Being different isn’t just OK. 

It’s your superpower. 

In a world of copies, be an original. 

In a sea of doubt, be sure of yourself. 

In a realm of fear, be unapologetically YOU. 💥 

Because that’s where true magic happens. 

P.S. Where’s one area you’ve held back on being different? Let me know below.

#different #differentbreed #trendalert #beuniquelyyou
    Studies show being in nature: 

• Boosts focus and attention 
• Reduces stress and mental fatigue 
• Enhances problem-solving abilities 

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Step outside. 
Take a walk. 
Let your thoughts wander. 

Nature’s magic might just help you bloom your next big idea. 

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    “Better” blends in. Different stands out. 

Here’s the innovation secret nobody tells you: 

- Better = Competing 
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Think about it:  iPhone wasn’t a “better” Blackberry. 
Tesla wasn’t a “better” Prius. 

They were DIFFERENT. 

In your space, how can you zig when others zag? 

- Unique angles 
- Contrarian viewpoints 
- Radical strategies 

That’s how you truly win. 

P.S. What’s the most innovative thing you’ve done or seen a brand do lately?

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    What Chelsea FC Teaches Us About Legacy Building in Business 

Every business dreams of building a lasting legacy. But let’s be honest—most don’t make it. Why? They focus on short-term wins instead of creating a system that sustains success.

Chelsea FC, one of the world’s top football clubs, has cracked the code. If you want your business to stand the test of time, take a page from their playbook.

Most businesses struggle with inconsistency. They start strong, then fade. Without a clear strategy, they get stuck in survival mode instead of building something that lasts.

Chelsea FC has built a legacy not by luck, but by following key principles:

- Invest in the Right People – A great team wins championships. Whether on the pitch or in business, your success depends on who’s in your corner.

- Adapt & Innovate – The best teams adjust mid-game. Chelsea has evolved through ownership changes, new managers, and shifting tactics. Businesses that embrace change thrive.

-  Build a Loyal Fanbase – Chelsea isn’t just a club; it’s a movement. They engage their audience and turn customers into raving fans. Your business should do the same.

- Commit to Consistency – Winning once is great, but staying on top takes discipline. Chelsea creates a culture of excellence—does your business?

- Overcome Setbacks & Keep Moving Forward – Chelsea has faced obstacles, but they never quit. Resilience is the difference between businesses that fade and those that last.

If you want to build a business that thrives for years, don’t just chase short-term success. Learn from Chelsea. Create a system that builds trust, consistency, and loyalty.

What’s one area where you need to step up your game? Drop it in the comments! ⬇️

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    Most entrepreneurs never figure this out. 

They mistake “busy” for “productive”. 

They chase the shiny object of the week. 

They never develop a marketing strategy that works. 

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The biggest companies in the world have one thing in common. 

Good marketing. 

Marketing that tells a story, solves problems, and connects with their customers. 

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You’re just one strategy away from exploding your business. 

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    It’s easy to get caught up in the end goal. 

- Making 7 figures 
- Having a big team 
- Being your own boss 

Don’t get me wrong, those are great things. 

But here’s the thing: 

The journey is where you learn 

- Who you are 
- What’s important to you 
- How to handle adversity 

If you don’t embrace the journey, you’ll miss out on the best part. 

The ups and downs, the failures and successes, they’re all part of your story. 

And that’s what makes your journey so unique. 

So, enjoy the ride and everything it has to offer. 

After all, the journey is what led you to where you are today.

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    El próximo 25 de febrero de 2025 lanzaré mi primer libro, Legado Generacional, en Amazon. Ha sido un proceso increíble, y no puedo esperar para compartirlo con ustedes. Si quieren conocer más, los invito a visitar LegadoGeneracional.com.

Quiero expresar mi más profunda gratitud a mi familia. Gracias por brindarme la paz, la motivación y el apoyo para seguir creando, innovando y contribuyendo a proyectos que no solo impactan el presente, sino que también construyen un legado para las generaciones futuras para nosotros y las familias que han confiado en mi para ayudarlos a escalar sus negocios y fortalecer sus patrimonios. 

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    Quit the hustle 24/7. 

It’s not sustainable. 

In life, think of quality as the combo of: 

✅ the right things 
✅ at the right time 
✅ in the right way 

In business: 

✅ focus on value 
✅ prioritize 
✅ time management 

Quality is about being smart, not “always on”. 

When you’ve found that balance, you’ll see that: 

1️⃣ your “work” doesn’t feel like work 
2️⃣ success tastes sweeter 
3️⃣ you’re happier 

Remember: balance is sustainable, the hustle is not. 

Choose quality over quantity and you will always win.

#balance #life #work #business #success
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    The future is a place we've never dreamed of.  

    That's why it's hard to make decisions based on what we want in life.  

    But here’s what I’ve learned…  

    If you don’t have a long-term vision for your life, you will make short-sighted decisions that will keep you from achieving…

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