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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    The opportunities are real. The system we live in rewards those who dare to build, invest, and lead. Start building into the truth that you can -and will- create wealth, freedom, and a legacy that outlives you. Because the only narrative worth telling is the one where we win. #mindset #business
    Revenue ≠ Wealth

Your P&L might look great… But is your balance sheet actually building wealth?

Too many business owners brag about revenue or profit margins but never track their net worth. The truth is, a profitable business today doesn’t guarantee financial security tomorrow.

The real measure of success isn’t just profit—it’s assets that grow whether you’re working or not.

Don’t just chase income. Build wealth that lasts.

Think beyond profit. Think prosperity for generations.

#BusinessGrowth #WealthBuilding #GenerationalWealth #Entrepreneurship
    ✅ Earn it
✅ Build it
✅ Grow it

Loyalty is like a bank account:

Every good interaction = deposit
Every broken promise = withdrawal 

The balance matters more than the transactions. 

Building loyalty is slow work. 

It’s a choice people make every single day.

And here’s the thing nobody tells you:

TRUE LOYALTY costs zero dollars.
But it’s the most expensive thing to lose. 

Think about it. #loyalty
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    You want to know the real reason most businesses never hit 7 figures?

It’s not market conditions.
It’s not competition.
It’s not the economy.

It’s this:

The business owner hasn’t grown into the person who deserves a 7-figure business.

Let me break this down for you:

Your income is capped at the level of your personal development.

Read that again.

The truth?

Most business owners are playing small because:

- They’re scared to sell
- They’re afraid of rejection
- They don’t know their numbers
- They avoid tough conversations

Sound familiar?

Here’s what nobody tells you about scaling:

1. Your sales skills are your lifeline
2. Cash flow management is everything
3. Mindset isn’t woo-woo – it’s essential

I’ve helped dozens of business owners break through this barrier.

You know what they all had in common?

They were willing to get uncomfortable.
They were ready to do the work.
They stopped making excuses.

This isn’t for everyone.

Because here’s the reality:

7 figures isn’t just a number.
It’s a reflection of who you’ve become.

Be Intentional.
    For more than fifteen years, I’ve walked alongside small business owners—listening to their challenges, celebrating their wins, and guiding them through some of their life’s most important business decisions.

One of the biggest misconceptions I’ve seen repeatedly is that Most business owners believe estate planning is only for the wealthy.

That belief has cost too many families peace of mind and, in some cases, their financial security.

Here’s the reality: if you don’t create a plan, the government will make one for you. And when that happens, strangers—not you—decide what happens to your business, assets, and your family’s future.

But when you’re intentional about planning, everything changes.

- You stay in control.
- You decide who benefits from your life’s work.
- You turn today’s profits into tomorrow’s legacy.

Whether your estate is worth $50,000 or $5 million+, what matters is protecting your family from chaos and ensuring your legacy outlives you.

Now more than ever, it’s time for business owners to take the proper steps—not just to grow profit but to build lasting generational wealth. 

Please don’t wait until it’s too late. Be intentional. Protect your family. Build your legacy.

#wealth #smallbusiness
    Thank you, @nbcla and @telemundo52, for the VIP invitation to the 2026 Game ON event. It’s exciting to see what’s coming to the market with the @FIFA World Cup, the @NBA All-Star Game, the NFL Super Bowl, and the Winter Olympics. Advertisers will get a great ROI. 👍🏻 #smallbusiness #losangeles #business
    Most small business owners work hard. Some even build successful companies.

But here’s the truth: very few actually build wealth that outlives them.

Why?

Because they’re focused on making money today… not on transforming profits into long-term assets.

- Cash flow keeps your business alive.
- Assets build generational wealth.

If you want your family to thrive long after you’re gone, you can’t just chase revenue. You need to turn profits into investments that compound over time—real estate, equities, businesses that run without you.

Don’t just grow sales.
Don’t just build a business.
Build a legacy.

What are you doing today to turn your profits into generational wealth? #wealth #smallbusiness #assets #generationalwealth #legacy
    Thank you @walmart for hosting a great conference in #SanDiego. Lots of valuable resources for e-commerce businesses. #ecommerce #walmartmarketplace
    We are incredibly grateful to the British Consulate-General in Los Angeles @ukinla for their warm hospitality during the British Citizenship Ceremony.

It was a beautiful and meaningful event that marked a major milestone for our family. My wife is honored and proud to officially become a British citizen — a moment filled with gratitude and excitement for the opportunities that lie ahead.

Thank you to everyone at the Consulate for making the day so special. This is a chapter we’ll never forget! 

Here’s to new beginnings, brighter futures, and being part of something truly great. 🇬🇧🇬🇧🇬🇧🇬🇧🇬🇧🇬🇧🇬🇧 #ukinla #british #uk #uk🇬🇧 #britishamerican
    “Success only hits a moving target.” - @ramonwow #ramonwow 

Success loves movement. 

While others are: 

• Waiting for perfect timing 
• Planning the perfect strategy 
• Worrying about perfect execution 

You’re actually: 

• Learning by doing 
• Adjusting in real-time 
• Getting closer with each step 

Think about it: 

• Dead fish go with the flow 
• Live ones swim upstream 

So don’t wait for motivation. 

Let momentum be your strategy. 

Because here’s the brutal truth: 

Success doesn’t care about your plans. 

It cares about your progress. 

Now make your next move towards your goals. 

Colorado here we come 👍🏻

#success
    Most people get this completely backwards. 

They’ll tell you: 

“It’s never been harder to succeed in America.” 

But look around. 

You’ve got: 

- Instant access to 330M potential customers 
- Zero barriers to starting a business 
- Unlimited free knowledge online 

Want proof? 

- 20-year-olds making millions on social media 
- Stay-at-home parents building Shopify empires - People charging $5K for advice online 

The playing field’s never been this level. 

You don’t need: 

❌ A fancy degree 
❌ Rich parents 
❌ Venture capital 

Just look at the data: 

2025: 33M small businesses in the US 
2010: 26M 
1990: 15M 

That’s not recession. 

That’s opportunity. 

And guess what? 

You don’t need permission: 

- Start a side hustle today 
- Charge for what you know 
- Build your audience 

Stop waiting for perfect. 

Start building imperfectly now. 

You’ll thank yourself in 2025 and beyond. 

Happy 4th of July! 🇺🇸🇺🇸🇺🇸🇺🇸🇺🇸🙏🏻

#happy4th #happy4thofjuly #independenceday #happyindependenceday
    Your biggest breakthroughs?  Never planned. 

Always random. 

Think about it: 

- That business idea? On a plane 
- That solution? Working out
- That insight? Cooking dinner
- That 6-fig deal? Playing golf

It’s like success lives in the cracks of your schedule. 

Not when you’re forcing it. 

Not when you’re pushing. 

Not when you’re trying too hard. 

But when you let go. 

When you relax. 

When you trust the process. 

So maybe instead of grinding 24/7, try doing nothing on purpose sometimes. 

That’s where the magic hides. 

#businesscoach #success #business #money #businessconsultant #marketingcoach #forwellness
    We doubt ourselves 
We second-guess ourselves 
We play small because we think small 

Meanwhile... 

The loudest people are winning. 
The mediocre are thriving. 
The unqualified are teaching. 
The selfish business leaders are leading. 

Not because they’re better. 

But because they’re bolder. 

So let’s flip the script: 

Instead of “Who am I to do this?” Ask “Who am I NOT to?” 

Instead of “What if I fail?” 

Ask “What if I succeed?” 

Instead of “I don’t know enough” 

Remember, nobody starts knowing everything. 

P.S.  DOUBT KILLS MORE DREAMS THAN FAILURE EVER WILL.

Let that sink in.

Have a nice weekend! 

#doubt #business #mindset
    In 12 months, you’ll wish you started today. 

Or In 12 months, you’ll be glad you did. 

Only one of those feels good. You choose which. 

P.S. What’s the one thing you’ve been overthinking? Type it below. 

Let’s break the pattern together. #smallbusiness #business #businessowner #businessmindset
    A Powerful Return to Community and Connection @exatec.tjsd 

Last night, the EXATEC Tijuana–San Diego Association hosted its first post-COVID networking event—and it was long overdue!

A heartfelt thank you to the 100 EXATECs who registered and an extra special thanks to the 82 who showed up to make the evening unforgettable. Your presence and energy are what make this community so special.

The event was a true success thanks to the incredible hospitality of @casasur_hacienda in Chula Vista, the delicious catering by @decabeza_el_unico Tacos, and the unique cacao-tasting experience provided by @xocolatlhouse. 

Our local EXATEC community is made up of professionals who work at some of the most influential companies in the San Diego–Tijuana region and entrepreneurs leading thriving businesses in industries such as:

- Aviation & Aerospace
- Engineering Services
- Financial Services
- Transportation & Logistics
- Technology & IT Consulting
- Manufacturing 
- Real Estate—and more.

Each EXATEC holds a Bachelor’s, Master’s, or Ph.D. from Tecnológico de Monterrey, one of the most prestigious universities in Latin America.

As a new executive board member, I’m committed to strengthening our network of over 4,000 EXATECs in the region. One of our top priorities is reconnecting and growing this vibrant community over the next few years.

Stay tuned for future events, and if you’re interested in becoming an “Amigo TEC,” send me a message! We’d love to share upcoming opportunities to connect, collaborate, and support the EXATEC mission in our region.

#EXATEC #Networking #CommunityLeadership #SanDiego #Tijuana #TecDeMonterrey
    Next time you’re in downtown Houston, take a moment to look up and around. Each mural has a story to tell. The “Big Art. Bigger Change” initiative is awesome. Congrats @houston! Great job. 

#HoustonStreetArt #BigArtBiggerChange #PublicArt #HoustonMurals #UrbanCanvas #ArtForChange #HTown #Houston #Texas
    Most people hope to leave something behind.

But hope isn’t a strategy.

Legacy doesn’t happen by accident. It happens by design.

Start building your legacy—one decision at a time.

Thank you, @lionsgaterealty, @bettercallnate, @realpresidente, for the special invitation to your pod. I enjoyed our conversation. Keep doing the great work you are doing in the Houston metropolitan area. 

#LegacyBusiness #GenerationalWealth #BusinessWithPurpose #Entrepreneurship #buildtolast #houston #texas #realestatebroker #realestate #realtors

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