The book “digs deep to understand the external forces of conscious and unconscious biases, and the internal forces that create tensions for many Latinos about whether to assimilate, opt out, or double down on their cultural identities in their quest to get ahead.”
whom are U.S. citizens, but too few are executives and senior leaders.
The book includes a 10-point manifesto that spells out what the authors consider to be the most salient conclusions from their research:
• Latino leaders must engage with and resolve their own cultural identity.
• Corporations must be willing to adapt to and capitalize on the diff erences that Latinos bring to corporate culture.
• Latinos need to double down on the relentless pursuit of higher education and rally behind it as a civil rights issue.
• The next generation of Latino leaders can be more powerful by pursuing the path of biracial identity.
Twenty Latino executives who have also become leaders in their professions and in their communities are highlighted in the book, including:
José Armario, CEO of Amario Enterprises, LLC, who also serves on the board of directors of USG Corp. and Avon Products, Inc. Born in Havana, Cuba, Armario is a C-Suite executive with more than 20 years of senior leadership experience.
Juan Galarraga, Senior Vice President Store Operations at Target Corp. A native of Caracas, Venezuela, Galarraga oversees more than 450 Target stores and plays an active role in helping the company defi ne strategies to hire, retain, and develop Hispanic leaders.
Myrna Soto, Corporate Vice President and Global Chief Information Security Offi cer at Comcast, also serves as a board member for CMS Energy, Consumers Energy, and Spirit Airlines. She was born in Miami and is the executive for the Hispanic affi nity
www.hispanicengineer.com group at Comcast, “Unidos.”
Paul Raines, CEO of global video game retailer GameStop Corp. which operates in 14 countries and employs 40,000 people. Born in Costa Rica, he’s also a board member of JCPenney Company.
Patricia Diaz Dennis, former Senior Vice President AT&T, was born in New Mexico. President Ronald Reagan appointed her to the National Labor Relations Board and the Federal Communications Commission.
The authors delve into the executives’ backgrounds, experiences, and points of view to reveal the complexity of what has taken place in the workplace among various groups of Latinos as well as identity issues and cultural clashes.
For example, George Herrera, CEO of Herrera-Cristina Group, shares in the book that he grew up in New York City, a melting pot where Puerto Ricans, Cubans, Dominicans, Peruvians, and Chicanos got along. However, when he was with the U.S. Hispanic Chamber of Commerce in 1998, he “saw the underpinnings of what was keeping the Hispanic community down in America—an ethnic turf war,” states Herrera in Auténtico. “The feeling was there was no way a Mexican in L.A. was going to let a Puerto Rican out of New
York be a spokesperson for them.” HE
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