How My Hispanic Heritage Fueled My Entrepreneurial Journey

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Entrepreneurship isn't just something I chose – it's in my DNA. My family's story is one of relentless hustle and sacrifice, starting with my grandparents who left everything behind in Cuba for a better future. What they taught me about hard work, courage and resilience shaped everything I've done in my career.

Growing up as the son of Cuban immigrants, I didn't learn business from textbooks. Instead, my path was shaped by my parents' sacrifices and drive—values that are deeply ingrained in Hispanic heritage. These values have driven me to build a successful career, blending cultural pride with business acumen.

As we celebrate Hispanic Heritage Month, I think a lot about how much I owe to my family. Both my mother and father came to the US as young children, with parents who had nothing. My late grandfather had a tile laying business and my mother learned about the business from him when she was just a child. She modeled the same hustle and work ethic for me as I grew up. My father always told me stories about growing up in Cuba – hustling as a child to bring home money to his single mother and later balancing side hustles before being drafted into the US Army.

These stories of generational hustle were ingrained in me early on. My father, a Vietnam War vet, always said, “Climb the ladder of success and you will be rewarded.” What he didn't say was that the climb never ends. That lesson shaped the way I approach life and work, especially as a first-generation Hispanic American floating corporate America.

Lessons learned from watching my parents

My parents never called themselves “entrepreneurs”. They were just doing what they had to do to make a living. But watching them run businesses from the ground up taught me the ropes. It was their sacrifices, long hours and constant bickering that taught me the most important lesson: I work outside of everyone.

From this I learned that the key to survival, whether in business or in life, is ELIGIBILITY — constantly looking for opportunities even when circumstances are not ideal.

Being Hispanic didn't necessarily set me apart in the workplace, but it made me want to. It gave me a thought that success comes from grinding, day after day. In every role I've had—whether in marketing, consulting, or now as the US Brand Evangelist at GetResponse—I've built on that lesson and worked to prove my worth.

Bilingualism and cultural intelligence – my secret weapons

Being bilingual in English and Spanish has been one of my greatest career assets. It's open doors that I wouldn't have access to otherwise. I've run marketing campaigns targeting Hispanic consumers, worked with global brands, and spoken at conferences throughout Latin and South America.

But it's not just about the language – it's about understanding the culture. Having deep roots in Hispanic culture has given me an advantage, especially in corporate settings. It has helped me stand out in interviews and make authentic connections in business. In today's world, the ability to connect with different audiences is a game changer.

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

True pioneers of change

We often think of big names like Zuckerberg and Musk when we talk about “pioneers of change.” But for me, the real pioneers were my grandparents. They left everything behind in Cuba in the 50s and 60s so that their children – and eventually me – could have a better life in the US. They took the risks and laid the foundation for the opportunities I have today.

Their courage and drive inspire me every day. Every business decision I make, every step I take, is a direct result of the path they created. I keep theirs ENDURANCE with me in every aspect of my career.

Passing lessons

Now that I'm a father of two teenagers, I make sure I go through the same lessons. I teach my children that success is not handed to you – you earn it with hard work. Resilience, sacrifice and courage are the values that create lasting change and it is up to us to keep these principles alive.

There were times in my entrepreneurial journey when I questioned whether the hustle was worth it, especially when things weren't going as planned. But then I would remember the sacrifices my family made and the courage they modeled for me, and I knew I couldn't give up. This is how we shape the future – one generation at a time. These lessons started with my grandparents, passed on to my parents and now I am passing them on to my children.

Actionable Insights for Future Hispanic Entrepreneurs

For the next generation Hispanic Entrepreneursthe road ahead may be challenging, but it is full of potential. Here's what I've learned along the way:

Use your cultural advantage: If you are bilingual or bicultural, lean on it. Businesses need leaders who understand different markets, and your background is an asset that can help you stand out.
Work off everyone: Success is not easy, but the desire to outwork others will set you apart. Whether you're running your own business or climbing the corporate ladder, the buzz never stops.
Build authentic relationships: Be real. Be true to your roots and history. Authenticity creates deeper connections, and those connections can lead to incredible opportunities.
Persistence is the key: Obstacles will happen. What determines your success is how do you get back. Be proud of your resilience because it is your greatest strength.

The legacy of my family's journey from Cuba to the US drives me to keep working hard. The change started with them and continues with me – and you. We all have the power to pioneer change in our own way.

Our Hispanic heritage fuels our work ethic, resilience and drive to succeed. As Hispanic entrepreneurs, we honor the legacy of those who came before us by taking advantage of the opportunities they fought for. Your legacy isn't just your story—it's your competitive advantage. Use it, embrace it and let it fuel your way forward.

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