, or a ready-made set of first customers to try our sales skills on. Also, it’s likely that someone in our extended family has entrepreneurial experience, and can help us with much-needed guidance and advice.

The flip side is that our families place a lot of expectations on us. When Abuelita asks us to hire a cousin who’s down on his luck, it is often difficult to s

Ask Latinos in America what they really long for, and a great number will answer, “Ser impresario.”

The literal translation is, “To be an entrepreneur.” But in Spanish, the words convey a much deeper meaning. They carry undertones of a longing for independence and personal autonomy. The dream of upward mobility. Overall, a sense of “finally making it.”

Latinos have a special affinity for business because of our cultural heritage. We are friendly people, which makes us outgoing enough to create strong relationships. We’re brave and willing to take risks. And we are willing to work very hard to get ahead. All three are essential for entrepreneurs.

How is being a Latino entrepreneur different than being an Anglo, Asian or African American entrepreneur? The answer requires a look at the factors that set our culture apart. Each contains both a gift and a challenge.

Family Focus

Latinos tend to have a deeply ingrained love and respect for family. This includes not only immediate family members, but also aunts and uncles, cousins, and copadres. Our web of family connections spreads vertically across multiple generations, and horizontally to what Anglos might call “shirt-tail relatives.”

The good thing about our family network is that we have a built-in safety net, no matter what we do. When we’re ready to embark on a new business venture, we have plenty of people to turn to for support. This might take the form of a loan of initial capital, or a ready-made set of first customers to try our sales skills on. Also, it’s likely that someone in our extended family has entrepreneurial experience, and can help us with much-needed guidance and advice.

The flip side is that our families place a lot of expectations on us. When Abuelita asks us to hire a cousin who’s down on his luck, it is often difficult to sa

os have a special affinity for business because of our cultural heritage. We are friendly people, which makes us outgoing enough to create strong relationships. We’re brave and willing to take risks. And we are willing to work very hard to get ahead. All three are essential for entrepreneurs.

How is being a Latino entrepreneur different than being an Anglo, Asian or African American entrepreneur? The answer requires a look at the factors that set our culture apart. Each contains both a gift and a challenge.

Family Focus

Latinos tend to have a deeply ingrained love and respect for family. This includes not only immediate family members, but also aunts and uncles, cousins, and copadres. Our web of family connections spreads vertically across multiple generations, and horizontally to what Anglos might call “shirt-tail relatives.”

The good thing about our family network is that we have a built-in safety net, no matter what we do. When we’re ready to embark on a new business venture, we have plenty of people to turn to for support. This might take the form of a loan of initial capital, or a ready-made set of first customers to try our sales skills on. Also, it’s likely that someone in our extended family has entrepreneurial experience, and can help us with much-needed guidance and advice.

The flip side is that our families place a lot of expectations on us. When Abuelita asks us to hire a cousin who’s down on his luck, it is often difficult to s

r African American entrepreneur? The answer requires a look at the factors that set our culture apart. Each contains both a gift and a challenge.

Family Focus

Latinos tend to have a deeply ingrained love and respect for family. This includes not only immediate family members, but also aunts and uncles, cousins, and copadres. Our web of family connections spreads vertically across multiple generations, and horizontally to what Anglos might call “shirt-tail relatives.”

The good thing about our family network is that we have a built-in safety net, no matter what we do. When we’re ready to embark on a new business venture, we have plenty of people to turn to for support. This might take the form of a loan of initial capital, or a ready-made set of first customers to try our sales skills on. Also, it’s likely that someone in our extended family has entrepreneurial experience, and can help us with much-needed guidance and advice.

The flip side is that our families place a lot of expectations on us. When Abuelita asks us to hire a cousin who’s down on his luck, it is often difficult to s

eads vertically across multiple generations, and horizontally to what Anglos might call “shirt-tail relatives.”

The good thing about our family network is that we have a built-in safety net, no matter what we do. When we’re ready to embark on a new business venture, we have plenty of people to turn to for support. This might take the form of a loan of initial capital, or a ready-made set of first customers to try our sales skills on. Also, it’s likely that someone in our extended family has entrepreneurial experience, and can help us with much-needed guidance and advice.

The flip side is that our families place a lot of expectations on us. When Abuelita asks us to hire a cousin who’s down on his luck, it is often difficult to s

, or a ready-made set of first customers to try our sales skills on. Also, it’s likely that someone in our extended family has entrepreneurial experience, and can help us with much-needed guidance and advice.

The flip side is that our families place a lot of expectations on us. When Abuelita asks us to hire a cousin who’s down on his luck, it is often difficult to say no, even if Primo Gordo lacks any sort of relevant expertise.

Similarly, our families demand a lot of our time, especially for Latinas. This pulls attention away from our business, and makes it difficult for us to achieve our fullest potential. For the person who has always assumed the caretaker role in the family, putting energy into a business can be viewed as selfish. So although we don’t want to shirk responsibilities, it can be hard to compete with people who are freer to devote more time to their work.

Foundation of Faith

Another strength we Latinos have is our religion. We are known for our spirituality and ability to assume an eternal perspective, looking beyond this earthly plane. The great part of this is that we know how to use affirmations and visualization (also known as prayer). These are necessary for making the leap of faith that entrepreneurs must take into the unknown. Without a belief in Divine help and intervention, it can be almost paralyzing to contemplate leaving the stability of a job.

On the other hand, blind faith can sometimes be dangerous. Every entrepreneur must have their feet firmly planted in the ground. After all, no amount of prayer will teach you how to read a balance sheet. We must learn to temper our other-worldliness with a good dose of practicality, and never rely too heavily on fate to ensure our success.

New Ideas

How can Latinos leverage cultural opportunities and overcome related challenges?