The Americano Dream: How Latinos Can Achieve Success in Business and in Life

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Dutton, 1998 - Business & Economics - 220 pages
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The Americano Dream tells you everything you need to know to become a successful entrepreneur. Drawing on his own marketing expertise and decades of invaluable business experience, Sosa offers practical, hard-hitting advice to other Latinos who aspire to success in business and life. With honesty and insight, he explains how Latino cultural views can become barriers to success and describes how to develop clear goals and strategies, effective approaches to problem-solving, and most important of all, an assertive, can-do attitude. Sosa also tells you how to master the arts of planning, communication, and negotiation, as well as providing guidance on ways to increase self-confidence and transform your cultural heritage into an asset that can become a viable tool for success.

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Contents

Escaping the Cultural Shackles
1
The Train is movingAre you on board?
16
The Eight latino Business Stereotypes
30
Copyright

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About the author (1998)

Lionel Sosa founded the largest Hispanic advertising agency in the United States, Bromley Communications. In 2005, TIME magazine named him one of the twenty-five most influential Hispanics in the United States. Sosa has worked on numerous political campaigns, including the presidential campaigns of Ronald Reagan, George H. W. Bush, George W. Bush, and John McCain. He is recognized as an expert in Hispanic consumer and voter behavior.

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